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
I would like to thank Leverage for tirelessly supporting us in discussions and brainstorming sessions and for pushing our limits over the past year. I feel we are in a state of symbiosis, co-creation, sharing, and mutual success. What distinguishes Leverage is its ability to find solutions through campaigns, rather than merely applying methodologies or settling for quick fixes. Leverage feels more like a comrade-in-arms, and we recognize them as a team of practical doers.