Chinese milk tea chain Chagee will debut in South Korea this quarter, opening three stores in Seoul’s Gangnam, Yongsan, and Sinchon districts.

The locations are set to open simultaneously during the second quarter as part of the brand’s broader Asia-Pacific expansion strategy.

“Even before our opening, we have seen tremendous interest from Korean consumers, and we look forward to introducing a premium tea lifestyle that offers a distinctly new experience,” the company said.

The Gangnam store will serve as the flagship location. Its exterior features arch-shaped greenery set against a semi-transparent glass facade, with an oversized signature cup positioned at the centre.

Chagee says the design is intended to evoke an entrance into an urban forest and reflects its ‘Modern Tea House’ concept.

At the same time, the Yongsan and Sinchon stores will feature graphic displays customised to their respective spaces.

Ahead of the opening, customers can also take part in a QR code-based campaign. Visitors who scan a QR code on the store’s exterior display and complete a short quiz will receive a 50 per cent discount coupon.

• Further reading: Chagee opens first pet-friendly store in Southeast Asia.