Hong Kong’s Global Alignment Amplifies Brand Influence

Leveraging its seamless connectivity with international markets and a highly diverse business ecosystem, Hong Kong is rapidly emerging as the premier strategic launchpad for new Chinese Mainland consumer brands seeking global expansion. In an interview with Ta Kung Pao, General Manager of CHAGEE Hong Kong and Macau, Rex Ho, noted that the brand’s decision to establish its world’s largest “CHAGEE Modern TeaHouse” in the city was driven by Hong Kong’s comprehensive strengths as a “Super Connector.” He believes that expanding their footprint in Hong Kong will allow CHAGEE to better serve Asia-Pacific consumers, elevate its global market share and brand influence, and foster a deeper international appreciation for Eastern tea culture.

According to a CIC report, the global freshly made beverage market is projected to surpass US$1.1 trillion by 2028. As one of the world’s top regions for per capita consumption, Hong Kong boasts a highly mature consumer base with a strong appetite for premium products. Consequently, CHAGEE maintains unwavering, long-term confidence in the Hong Kong market.

100% Direct-Operated Model in Hong Kong: Targeting Over 20 Stores This Year

With a resident population of over 7.5 million, Hong Kong possesses a deeply rooted tea culture and openness to diverse tea beverages. Furthermore, the city’s ability to attract a massive influx of international tourists and business professionals makes it a vital intersection of Eastern and Western cultures, offering unparalleled cultural magnetism and influence.

CHAGEE currently operates 15 stores in Hong Kong, all directly operated by the group.

In the face of the recent structural shifts in Hong Kong’s retail sector, CHAGEE adopts a long-term perspective, aligning with the city’s underlying rhythm rather than reacting solely to short-term economic cycles. While changes in the retail landscape naturally create new avenues for brand communication and exploration, they are not the sole catalyst for market entry or accelerated expansion.

Currently operating 15 directly managed stores in Hong Kong, CHAGEE plans to expand its network to over 20 locations by the end of the year. Discussing site selection, Ho emphasised a scientific and rigorous evaluation of potential locations to ensure long-term operational sustainability. Beyond rental costs, the brand meticulously analyses regional foot traffic, demographic profiles, and local consumption habits to guarantee stable, high-quality service for Hong Kong consumers.

Expanding into overseas markets presents significant challenges for Chinese Mainland brands. However, Ho noted that support from the HKSAR Government and related agencies has substantially mitigated initial exploration costs.

SAR Government Support Accelerates Market Entry

He highlighted the assistance provided by InvestHK, whose efficient support in local policy consultation and network facilitation significantly accelerated CHAGEE’s market entry. Ho advises other enterprises looking to expand to recognise Hong Kong’s role as an “international interface” early on. By defining their target markets and expansion pace, leveraging professional resources from local public institutions, and maintaining a long-term vision, brands can focus on solidly building their operational systems and service quality rather than rushing for short-term gains.

Hong Kong’s Rich Tea Culture: A Blend of Tradition and Modernity

From century-old traditional teahouses to modern tea beverage shops, Hong Kong’s tea-drinking culture is writing a new chapter. General Manager of Hong Kong and Macau of CHAGEE, Rex Ho, pointed out that Hong Kong, backed by its profound tea heritage and international connectivity, has become a “Super Connector” for taking Chinese Mainland tea culture global. The brand’s flagship store in Hong Kong is dedicated to harmonising tradition with modernity, propelling the tea beverage industry onto the world stage.

The ubiquitous Cantonese greeting, “Let’s grab tea sometime” (Dak haan yam cha), perfectly encapsulates the social bonding power of tea in Hong Kong. While the city does not produce tea, it remains a pivotal cultural hub. Since the establishment of its first teahouse, “Sam Yuen Lau,” in 1845, tea stalls and teahouses have woven themselves into the fabric of local neighbourhoods, making Hong Kong-style milk tea and iced lemon tea daily staples. This ingrained tradition ensures a natural affinity for tea among local consumers, providing a robust foundation for modern tea brands.

What CHAGEE values most is Hong Kong’s unique cultural inclusivity and global reach. The brand regards its “CHAGEE Modern TeaHouse” in Hong Kong not merely through the lens of logistics and trade advantages, but as a prime opportunity to seamlessly blend traditional tea-making craftsmanship with a modern consumer experience.

Tea as a Medium: Bridging Local Communities and Global Markets

CHAGEE has introduced an exclusive product line in Hong Kong that marries traditional techniques — Boiling, Pan-firing, Whisking, and Brewing — with modern technology. This unique series is currently available exclusively in the Hong Kong market.

Embracing Hong Kong’s vibrant festival culture and dynamic arts scene, CHAGEE is committed to deep local integration. The brand actively participates in major traditional and modern celebrations, such as the Lunar New Year and Christmas, and collaborates with local artists and designers to curate a tea experience that resonates with the city’s heartbeat.

“By respecting local culture, we hope to use tea as a medium to connect our local communities with the global market,” Ho concluded.

04.05.2026