Chinese tea chain Chagee has opened its first flagship store in Thailand at IconSiam, taking its network count in the country to 26.
The new store, located on the G Floor, Veranda Zone of the Bangkok shopping complex, is positioned as a destination-format outlet and introduces an exclusive beverage, Ceylon Black Milk Tea, available only at this location.
The IconSiam store features a mezzanine level, increasing seating capacity beyond the ground floor. Its interior has contemporary design elements and warm-toned materials, with muted colour palettes. A metal-chain installation, referred to as the Golden Chain, forms part of the store’s exterior design.
Inside, a large mural, created in collaboration with Bangkok-based artist Pomme Chan, depicts tea’s movement across regions and cultures, incorporating references to trade routes, everyday life, and Thai visual motifs.
The location also offers exclusive merchandise, including a Mini Vacuum Cup and a Tumbler Cup in a Starry Red finish.
The launch is part of Chagee’s plan to accelerate its expansion in Southeast Asia. Last year, the brand opened its first pet-friendly store in the region, choosing Eastwood City in Manila, Philippines as the location for the new concept.
