Jakarta, May 22, 2026 — Tea has become a part of many people’s daily lives, accompanying mornings, warm conversations, and simple moments of rest. Although it feels familiar and close to us, tea holds stories that go far deeper — from the regions where it originates, the seasons that shape its flavor profile, to the long processes and craftsmanship passed down through generations.
In celebration of International Tea Day, observed every May 21, CHAGEE Indonesia is presenting a series of exclusive tea-themed merchandise and special experiences designed to encourage people to explore tea culture in a more personal and meaningful way.
The Story Behind BO·YA Jasmine Green Milk Tea
Throughout May, CHAGEE invites Indonesians to once again enjoy one of its favorite signature drinks, BO·YA Jasmine Green Milk Tea from the jasmine BO·YA series.
The name BO·YA itself is inspired by a classic Chinese legend that has been known for more than two thousand years. The story tells of Boya, a musician whose performances were truly understood only by Ziqi, a humble woodcutter. Their relationship later became a symbol of sincere connection — that something created with genuine intention will always find someone who truly appreciates it. This philosophy serves as inspiration behind every blend in the BO·YA series.
This beverage uses premium green tea combined with selected jasmine flowers from Hengxian, Guangxi, a region globally recognized for producing high-quality jasmine with a distinctive and long-lasting aroma. The result is a drink with a light, floral, and refreshing character, with flavor layers that become more pronounced with every sip. BO·YA Jasmine Green Milk Tea is available in two sizes priced at IDR 42,000 (R) and IDR 47,000 (L).
In addition, customers can also enjoy other favorite tea selections such as Da Hong Pao Milk Tea and Peach Oolong Milk Tea, available at all CHAGEE Indonesia outlets. Da Hong Pao Milk Tea uses one of China’s most premium rock oolong teas, known for its warm roasted character and distinctive mineral aftertaste. Meanwhile, Peach Oolong Milk Tea offers a lighter flavor profile with peach aromas that blend softly with oolong tea.
Enjoying Tea as More Than Just a Beverage
In addition to offering special beverage selections, CHAGEE is also introducing a range of tea-themed merchandise that customers can enjoy during this period. Customers can purchase a Large BO·YA drink together with a Tea Roots Mini Tumbler for IDR 326,000, or receive a complimentary Tea Icons Keychain with the purchase of two Large BO·YA drinks priced at IDR 94,000. CHAGEE will also introduce various additional bundles in the coming weeks to complement the everyday tea-drinking experience.
For customers who wish to explore the world of tea more deeply, CHAGEE is also launching a special-edition magazine titled Roots of Tea, a curated publication highlighting stories about the culture, heritage, and craftsmanship behind tea. The publication can be read directly at selected outlets and accessed online through the CHAGEE app starting May 21.
Inviting Tea Enthusiasts to Discover the Process Behind Every Cup
On May 20, CHAGEE held a Tea Workshop ahead of International Tea Day together with tea enthusiasts to introduce the various experiences offered during the celebration period. Then on May 21, CHAGEE also hosted a Tea Blending Workshop with a CHAGEE Tea Master, giving participants the opportunity to try the blending process firsthand while gaining a deeper understanding of the elements that create a quality cup of tea. “Many people enjoy tea every day, and that is exactly why we believe it is important to invite the public to get to know tea more closely,” said Marco Yordan, CHAGEE APAC Tea Barista Champion. “When we begin to understand the process, we realize there are so many stories behind every cup — from knowledge passed down for hundreds of years, to tea farmers who deeply understand the character of the soil, to craftsmanship that often goes unnoticed. International Tea Day is the perfect moment to appreciate all of these processes while encouraging people to pause for a moment and enjoy tea in a more mindful way.”
CHAGEE’s International Tea Day special offerings have been available at all CHAGEE Indonesia outlets since May 8, 2026. More information can be accessed through CHAGEE Indonesia’s official Facebook, Instagram, TikTok accounts, and the CHAGEE app.
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For more information, please contact:
Corporate Communication
Erajaya Group
Katrina Khoe
CHAGEE
E: [email protected]