Chagee, a Chinese tea chain, opens a store in Seoul, South Korea, in April. CHINA DAILY
The iced coffee sector is likely facing a new challenger in South Korea from a rival beverage option. In the upscale Seoul shopping district of Gangnam and the student hub of Sinchon, a wave of Chinese "new tea" brands is capturing market share, turning beverages into lifestyle accessories in the process.
Leading the charge is Chagee, a Chinese premium tea chain. Since launching three flagship stores in Seoul's prime commercial hubs earlier this year, the company has triggered scenes more reminiscent of a tech product launch than a beverage shop opening.
Wait times peaked at about five hours, with single-store opening day sales surpassing 2,000 cups. The company has since added two more locations, capitalizing on a viral fervor that has seen its signature jasmine-infused whole-leaf tea sell roughly 1,500 cups daily per store.
The appeal extends beyond flavor. Chagee's aesthetic, featuring blue-and-white porcelain cups and calligraphy logos, taps into a growing consumer preference for "Instagrammable" assets. In a market where visual presentation drives foot traffic, the brand's packaging acts as a form of "social currency".
