Indonesia, July 23, 2026 – Everyone has that one friend who is always there to share fun moments, make memories, or simply listen to stories. This International Friendship Day, CHAGEE is bringing those familiar friendship personalities to life. Meet the Bes-Tea Brew Crew: six plushie blind boxes, each featuring a character you’ll instantly recognize. The Bes-Tea will be available at all CHAGEE outlets starting July 24, 2026*, just ahead of CHAGEE’s annual Bes-Tea Day celebration on July 30, 2026.
What’s new to the Bes-Tea family this year is a specially designed detail made for sharing: plushies that can hold hands. Each character is designed to complement one another, making the collection more than just a series of characters, but a symbol of togetherness. The plushies can be collected as a complete set or shared with your favorite friends, because each character is created to always hold hands with another.
Which One Are You?
Just like tea, no friendship comes in just one flavor. The Brew Crew brings together a mix of personalities that makes every friend group complete.
- Tea Pot, “The Planner” – the one who keeps the itinerary in check, books everything in advance, and sends the classic “Are we still on for Saturday?” message.
- Tea Cup, “The Listener” – always ready to hear one more story and trusted to keep every secret.
- Tea Bag, “The Chill One” – perfectly happy just being around you.
- BO•YA, “The Peacemaker” – the calmest one in the group, always stepping in when the group chat starts heating up.
- Peach Oolong, “The Cheerful One” – sweet, full of surprises, and always the first to say, “Let’s go!”
- Tea Whisk, “The Enthusiastic One” – the one who instantly brings energy and excitement to the entire group.
As a blind box collection, which Bes-Tea character you receive is entirely up to fate — just like how the best friendships often begin, right?
To complete the collection, fans can also look forward to:
- Bes-Tea Brew Pot Pillow Plush – a little companion to brighten your days (and keep all your tea stories close).
- Build Your CHAGEE Store Sticker Set – perfect for fans who want to create their own CHAGEE store scene, complete with the Brew Crew, drinks, and decorations.
Turning Tea into a Language of Love
CHAGEE introduces the Brew Crew against the backdrop of the growing collectibles culture, where the most-loved products are no longer simply about function, but also about the happiness, nostalgia, and connection they bring. That is why Brew Crew is designed not just to be kept, but to be shared, exchanged, and gifted to the people who matter most.
“We designed the Brew Crew to hold hands because that is what true friendship looks like — expressed through the small and simple things that keep us connected. The moments we value most are often the simplest ones: exchanging stories, sharing a drink, or giving someone a little surprise,” said Adinda Yozari, General Manager of CHAGEE Indonesia. “Bes-Tea Day is our way of saying thank you to everyone who has shared warm moments and togetherness with us at CHAGEE.”
Celebrating CHA Members on Bes-Tea Day
CHAGEE Bes-Tea Day is celebrated alongside International Friendship Day, honoring friendship as well as the connection between CHAGEE and all of its CHA members. Throughout the campaign period, members can look forward to various rewards, exclusive experiences, and fun collectibles that turn everyday tea moments into little expressions of affection:
- Bes-Tea Membership Upgrade, with enhanced membership benefits throughout the campaign period.
- Daily Flash Redemption at 11:17 AM, allowing members to redeem selected rewards using half the usual amount of Tea Leaves, exclusively through the CHAGEE app. Limited to one redemption per member per day. (Set your alarm!)
- CHAGEE Members’ Day every Wednesday throughout the campaign period — member discounts increase from the usual 15% to 20% for CHA Explorer, CHA Pioneer, and CHA Master members through the CHAGEE app.
- CHAGEE Bes-Tea Day APP Exclusive Bundle, available exclusively through the CHAGEE app for one day only on July 30, while stocks last.
Full details, dates, and redemption mechanics for each item and member reward will be announced through CHAGEE’s official social media channels and the CHAGEE app. Make sure to follow CHAGEE’s social media accounts and download the CHAGEE app so you don’t miss out on all the fun surprises!
CHAGEE Bes-Tea Day celebrates the little moments that make friendships last. It’s not about grand gifts or extravagant celebrations, but about sharing a cup of tea, splitting a dessert, laughing for no reason, and all the little things that remind us of our closest friends.
Because just like the finest tea, which is slowly brewed to perfection, friendships also grow little by little through every moment shared together.
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For further information, please contact:
Corporate Communication
Erajaya Group
E: [email protected]
Katrina Khoe
CHAGEE
E: [email protected]