Kobe Case Study - Chagee

What happens when a beloved tea brand teams up with top influencers to celebrate a store opening and National Day promotion? For CHAGEE, the answer was nothing short of a social media storm. Partnering with GetKobe, the campaign leveraged KOL marketing and collaborations with famous influencers in Singapore to create a buzz that literally spilt onto the streets. Influencers shared their experiences, followers flocked to the stores, and long queues became a daily sight. This case study dives into how CHAGEE turned a simple store launch into a nationwide conversation, proving that with the right strategy, creativity, and influence, a cup of tea can become the talk of the town.

A Sip of History

Before diving into the campaign, it’s worth understanding what makes CHAGEE a brand worth talking about. CHAGEE is the new brand name for Ba Wang Cha Ji, which underwent a rebranding in 2022 to better reflect its vision and values. The name change from Ba Wang Cha Ji to CHAGEE represents the company’s mission to rebrand Chinese tea culture for a global audience while continuing to offer high-quality, innovative teas.

Among their offerings, some drinks have become synonymous with the brand itself. These beverages not only reflect CHAGEE’s commitment to quality but also its ability to innovate and appeal to a modern audience.

The Drinks That Steal the Spotlight

If you’re wondering what the best CHAGEE drink is, fans have made it clear: several of CHAGEE’s beverages consistently steal the show with their flavour, aroma, and presentation. Some of the most popular and highly-rated choices include:

• Jasmine Green Milk Tea – Often cited as the best CHAGEE drink, this beverage offers delicate floral notes with a balanced green tea flavour, perfect for those who enjoy a refreshing yet flavourful tea experience.
• Osmanthus Oolong Milk Tea – Combining quality roasted oolong tea with fragrant osmanthus, this subtly sweet option delivers a refined and aromatic taste.
• White Peach Oolong Latte – A 5-star favourite that blends smooth oolong tea with the sweetness of white peach, offering a creamy and fruity delight.
• Gardenia Green Milk Tea – Known for its light floral taste and subtle gardenia aroma, this drink provides a refreshing, elegant experience.

Each beverage is crafted with high-quality ingredients, striking the perfect balance of flavour, aroma, and visual appeal—ideal for in-store enjoyment or social media sharing. The menu caters to diverse tastes, and convenient delivery ensures that Singapore’s tea lovers can enjoy their favourites anytime.

The GetKobe Campaign: Brewing Conversations

CHAGEE wanted to amplify excitement around its store opening and National Day celebration. The campaign’s central goal was simple: make CHAGEE the talk of the town. The creative theme, “double the tea, double the celebration,” tied in perfectly with the festive spirit, encouraging tea lovers across Singapore to join the excitement.

To execute this vision, CHAGEE partnered with GetKobe to leverage KOL marketing. Influencers including @thepantryboy, @triciaxlee, and @glaglathis, visited the store to experience the drinks and the concept firsthand. Their authentic content—ranging from Instagram stories to TikTok videos—showcased the store’s ambience, highlighted CHAGEE’s unique beverages, and invited their followers to participate in the celebration by redeeming exclusive gifts.

Influencer Power in Action

The results were immediate and impressive. Content from numerous creators flooded social media feeds, dominating conversations and creating an undeniable buzz around CHAGEE. The campaign successfully converted online excitement into real-world action: long queues formed outside the store as fans rushed to try the beverages and take part in the promotion.

By carefully selecting influencers with strong followings and authentic engagement, CHAGEE reached a broad demographic across Singapore. From millennials scrolling TikTok to Instagram users hunting for their next favourite drink, the campaign generated visibility, excitement, and measurable results. It was a textbook example of how influencer marketing can turn an ordinary launch into a cultural phenomenon.

Creating a Cultural Moment

Beyond sales and social media metrics, the GetKobe campaign positioned CHAGEE as a cultural touchpoint. By tying the promotion to both a store opening and National Day celebrations, the campaign transformed tea drinking into a shared experience. Consumers didn’t just come for the drinks—they came for the excitement, the exclusivity, and the sense of community surrounding the brand.

This campaign also highlighted how social media shapes consumer behaviour. Platforms like Instagram and TikTok enabled CHAGEE to connect with audiences in real time, turning influencer content into tangible foot traffic and long-lasting brand engagement. It’s a vivid example of how digital strategies can complement traditional marketing, creating measurable impact while building authentic connections with customers.

The Road Ahead for CHAGEE

Building on this success, CHAGEE is poised to continue its momentum with innovative promotions, new store openings, and seasonal product launches. By combining creative campaigns, engaging influencers, and high-quality beverages, the brand aims to maintain its position at the forefront of Singapore’s tea scene.

Whether you’re a long-time fan or a first-time visitor, CHAGEE has something to offer everyone. With delivery options, enjoying CHAGEE’s creations has never been easier. In Singapore, CHAGEE isn’t just a beverage—it’s a community, a celebration, and an experience waiting to be savoured.

Taste the Buzz for Yourself

The GetKobe campaign demonstrates how combining smart marketing strategies with high-quality products can transform a local brand into a nationwide sensation. Through targeted KOL marketing and collaborations with famous influencers in Singapore, CHAGEE successfully turned a store opening and National Day promotion into a cultural phenomenon. With its rebranding from BaWangChaJi, rich history, beloved drinks, and creative digital presence, CHAGEE continues to lead the tea conversation in Singapore, proving that sometimes, a cup of tea can be much more than just a drink—it can be the talk of the town.

Want to create the same kind of impact for your brand? Partner with GetKobe and discover how data-driven influencer marketing can turn conversations into conversions, and make your brand the talk of the town.