Chinese milk tea chain Chagee enters Vietnam

Chagee, one of the largest milk tea brands in China, has expanded into Vietnam and will soon launch its first store there.

On Monday, its official Facebook page shared a poster saying “Hello Vietnam” with a caption that read: “Vietnam, let’s get ready for some exciting things ahead! Chagee will bring you refreshing moments and new experiences. Stay tuned!”

A post on its Facebook recruitment page also confirmed that it is officially present in the market and is looking for staff for its expansion.

On Chagee Vietnam’s LinkedIn profile, the brand said in a comment that its first store “will be launching very soon.”

Founded in Yunnan, China, in 2017, Chagee markets itself as the “Eastern Starbucks,” aiming to challenge the dominance of the U.S. coffee giant, according to KrAsia.

The brand has rapidly grown across Asia Pacific, establishing a presence in Malaysia, Singapore, and Thailand, with a global network exceeding 6,000 stores.

Focused on raw-leaf fresh milk tea, Chagee blends traditional tea culture with modern innovation to appeal to contemporary consumers, as stated on its website.

It recorded sales of 10.8 billion yuan (US$1.48 billion) in China in 2023 and 5.8 billion yuan in the first quarter of 2024.