CHAGEE
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Coffee Or Tea, CHAGEE Scaled from USD 170 Million to USD 4.16 Billion in Just 3 Years
Coffee Or Tea and launched strategic campaigns focused on health, modernity, and Olympic association, driving both business growth and brand ecognition to industry-leading levels.
Highest GMV/
Revenue Growth Rate
2024 GMV
USD 4.15 Billion
Fastest Store
Expansion
Store Count
Sixfold Increase in 2 Years
NO.1 in Store
Productivity
2024 Average Monthly Store GMV
USD 72,300
NO.1 in Operational
Excellence
Store Closure Rate
0.5%
  • In August 2023, CHAGEE became the first brand in the tea beverage industry to launch a "Product ID Card".
  • In January 2024, the Shanghai Municipal Commission of Health introduced China's first "Nutritional Choice" label, with CHAGEE becoming the first tea brand to take part in this pilot program.
  • In May 2024, CHAGEE unveiled its "Modern Oriental Tea" strategy and global TVC titled "CHA" at the "International Tea Day 2024 – Modern Oriental Tea Innovation Forum".
  • In June 2024, CHAGEE represented Chinese tea beverages at the Bonjour Brand Forum organized by UNESCO, showcasing the concept of "Connecting the World Through Tea".
  • In June 2024, CHAGEE became the first tea beverage brand in China to launch the "Nutritional Choice" label.
  • In July 2024, CHAGEE, collaborating with seven Health Ambassadors, including Zheng Qinwen, Liu Xiang, and Wang Shun, participated in the Paris 2024 Olympics, and hosted a series of tea-themed events both domestically and in Paris.
  • Leverage Voice - Roundtable Dialogue with CHAGEE‘s Founder and President Zhang Junjie.
  • 5
    In April 17, 2025, CHAGEE (CHA) listed on NASDAQ, becoming the first Chinese tea drink enterprise to be listed in the United States.

Entrepreneur's Statement

Junjie Zhang
Founder and Chairman, Chagee
The most transformative value Apexmind brought to CHAGEE is evident in our revenue leap from RMB 1.29 billion to RMB 29.5 billion in 2024. We are grateful for Apexmind’s tireless partnership, working alongside us day and night engaging in discussions, stretching our limits, and refining our strategies. Our relationship is truly one of co-evolution, co-creation, sharing, and mutual success. What sets Apexmind apart is their focus on finding solutions during the campaign, not merely applying methodology or relying on a single slogan to solve everything. Apexmind feels more like a teammate in the trenches. To us, Apexmind is a team of true practitioners who get things done.