Jakarta, Indonesia – 23 October 2025 — This weekend, international modern tea brand CHAGEE is bringing a double dose of excitement to tea lovers across Indonesia with two major launches: its first Tea Concept Store at Pakuwon Mall Bekasi and the debut of the Bes-tea Plushie collection, a heartwarming line of collectible plushies that celebrate friendship, warmth, and togetherness.
Both campaigns officially launch on 24 October, marking a new chapter in CHAGEE’s mission to connect people through meaningful tea experiences, guided by the brand’s philosophy “CHAGEE Together.”
A new way to experience Tea — CHAGEE’s First Tea Concept Store in Indonesia
The opening of CHAGEE Pakuwon Bekasi marks the brand’s 18th store in Indonesia and its first Tea Concept Store, a space designed to immerse guests in the world of tea beyond just taste.
The store reimagines the traditional tea house as a modern sensorial experience where every element, from the use of real tea leaves and brewing techniques to interior design and curated displays, comes together to tell the story of CHAGEE’s tea culture. Within the store, visitors can explore interactive setups that showcase the origins, aromas, and textures of tea, offering a deeper appreciation for CHAGEE’s craftsmanship and philosophy of slowing down and savoring the moment.
“The Tea Concept Store marks a new chapter for CHAGEE in Indonesia. It reflects how we see tea not just as a beverage but as a lifestyle that brings people together, inspires creativity, and celebrates culture in every detail,” said Cindy Jane Sumargo, Marketing Director of CHAGEE Indonesia. "Through this space, we want to share the calm, craft, and connection that tea represents."
To celebrate the grand opening from 24 to 26 October, visitors can enjoy exclusive Tear & Win promotions with exciting lifestyle prizes and limited-edition CHAGEE merchandise.
Get a Cup of Bes-tea: CHAGEE's Friendship-Inspired Plushie Collection
Launching simultaneously across CHAGEE stores in Indonesia, the Bes-tea Plushie series transforms tea culture into a celebration of friendship. Featuring eight collectible characters inspired by CHAGEE’s signature teas such as BO·YA Jasmine Green and Osmanthus Oolong, each plushie embodies warmth, positivity, and the spirit of togetherness.
After selling out quickly in other CHAGEE markets, the Bes-tea Plushie series is finally arriving in Indonesia, giving local fans the chance to bring home their own adorable tea companion.
Fans can bring home their own Bes-tea Plushie by purchasing the Bes-tea Plushie Bundle, which includes a Large BO·YA Jasmine Green Milk Tea (IDR 157,000) or Peach Oolong Milk Tea (IDR 159,000), available at all CHAGEE stores. They can also take part in in-store activities such as the Giant Bes-tea Installation at CHAGEE PIK Avenue, where customers stand a chance to win a Medium-sized Bes-tea Plushie by uploading a photo with the installation and tagging @chagee.id on social media. Fans can also catch the Bes-tea claw machine at CHAGEE AEON BSD, and enjoy Tea Time with Bes-tea corners at select malls.
To join the fun, customers are encouraged to share their tea moments using hashtags #BesTeaPlushie, #CHAGEEID, and #CHAGEETogether, celebrating friendship the CHAGEE way through creativity, community, and a cup of tea.
Through these two launches, CHAGEE invites everyone to rediscover the beauty of slowing down and connecting — with tea, with culture, and with one another. The opening of the Tea Concept Store and the debut of the Bes-tea Plushie collection mark another milestone in CHAGEE’s journey to redefine modern tea culture in Indonesia, creating spaces and experiences that connect people through the shared love of tea.
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Corporate Communication
Erajaya Group
Katrina KhoeCHAGEE
E: [email protected]