If you follow Korean food trends at all, you already know the name. CHAGEE (차지) — the Chinese modern tea brand that has quietly built a global empire of over 7,000 stores — officially entered the Korean market on April 30, 2026, with three Seoul stores opening on the same day. The queue at Gangnam stretched around the block before the doors even opened.
This isn’t just another bubble tea brand chasing a trend. CHAGEE is in a different category entirely: a brand that has sold over 600 million cups of its signature jasmine milk tea in a single year, that has already conquered China, Singapore, Thailand, the United States, and Macao, and that is now planting its flag in one of the most demanding café markets in Asia. Seoul was always going to be the real test.
What Is CHAGEE?
CHAGEE was founded in 2017 in Yunnan, China — a province with a centuries-old tea culture that gives the brand its foundational identity. The concept: a modern reinterpretation of traditional Chinese tea culture, brewed with premium whole leaves directly in-store, then blended with high-quality dairy to create a layered, aromatic drink that is genuinely different from the sugary, powder-based milk teas most people associate with the category.
The brand’s tagline — “Modern ritual to nourish mind and body. This is tea, reborn.” — is not just marketing. Every cup of CHAGEE tea starts with freshly brewed leaves, not premix. That single commitment to craft is what has driven the brand’s extraordinary growth, and it’s what Korean consumers — increasingly food-literate and sceptical of shortcuts — are responding to.
Korea is CHAGEE’s first full East Asian expansion outside of its home market, following a quiet soft launch in Macao in February 2026. Seoul, with its taste-making influence across Asia, is clearly the bigger bet.
The Signature Drink: BO·YA Jasmine Green Milk Tea
There is one drink you need to know before you visit: the BO·YA Jasmine Green Milk Tea.
This is CHAGEE’s most iconic beverage and the one that built the brand’s global reputation. It has sold over 600 million cups in a single year across all markets — a number that is almost impossible to process until you taste it and understand why.
The BO·YA is made using a traditional multi-round scenting method: fresh jasmine blossoms are layered over green tea leaves each night at peak bloom, removed by hand, and replaced over multiple cycles. The result is a jasmine fragrance that is delicate and natural rather than artificial — the kind that lingers on the palate rather than hitting you all at once. Blended with fresh milk, the drink achieves a silky, velvety texture with a floral lift that sets it apart from anything else in the category.
The name BO·YA is itself a tribute to craft: it references an ancient Chinese guqin master, Bo Ya, who felt that true artistry can only be understood by those who truly listen. It’s a fitting name for a drink that rewards attention.
In Korea, the BO·YA Jasmine Green Milk Tea has already picked up a nickname: “Wonyoung Milk Tea” (원영 밀크티), after IVE’s Jang Wonyoung became associated with the brand. Whether or not that name sticks, the drink’s reputation is well earned independently of any celebrity endorsement.
Full Menu Overview
CHAGEE’s Korean menu is built around four core categories, with a Korea-exclusive addition introduced at the Gangnam flagship.
Milk Teas
The heart of the menu. Each drink is brewed from whole tea leaves, not powder or concentrate.
| Drink | Notes |
|---|---|
| BO·YA Jasmine Green Milk Tea | The global signature — jasmine-scented green tea with fresh milk. The essential first order. |
| Peach Oolong Milk Tea | Light, fruity, and aromatic — a strong contender for Korea’s favourite after the BO·YA. |
| Da Hong Pao Milk Tea | Built on Da Hong Pao oolong, a premium roasted tea from Wuyi Mountain with a distinctive toasty depth. |
Tea Espresso (Korea Exclusive)
Introduced specifically for the Korean market at the Gangnam flagship, the Tea Espresso menu applies an espresso-style brewing method to whole-leaf tea — producing a concentrated, aromatic shot that is lighter than coffee but more intense than a standard brewed tea. It’s designed to appeal to Korea’s deeply coffee-cultured consumer base by bridging the gap between the two.
Brewed Teas & Fruit Teas
For those who want their tea without dairy, CHAGEE also offers a range of straight-brewed teas and fruit tea blends.
Price range: approximately ₩4,900 – ₩6,600 per drink, depending on size and menu item — positioning CHAGEE as premium but accessible, noticeably more affordable than many Seoul specialty cafés while feeling distinctly upmarket.
Prices and menu items may vary by location and are subject to change. Check the official Instagram @chagee.kr for the latest updates.
Where to Go: All Three Seoul Locations
CHAGEE opened three stores simultaneously on April 30, 2026 — each chosen to reach a different Seoul audience.
1. Gangnam Flagship (강남점) — The One to Visit First
The Gangnam store is CHAGEE’s brand flagship for Korea — the fullest expression of what the brand is and what it wants to become in this market.
The exterior is immediately striking: arch-shaped greenery set against a semi-transparent glass façade, with an oversized signature cup at the centre that frames the entrance like a doorway into an urban forest. It is the kind of storefront that stops people on the pavement.
Inside, the design goes deeper. The store was developed in collaboration with Korean architects and features a constellation wall installation by Korean artist Janice Chae, a Silk Road-inspired ceiling (a nod to the historic trade routes that carried tea across continents), and wall treatments referencing traditional Korean eaves and roof tiles (처마). A large central tea bar anchors the space, placing the brewing process at the heart of the experience.
This is also the only location currently offering the Korea-exclusive Tea Espresso menu.
Location: Near Gangnam Station (강남역), Exit 10
🗺️ See on Naver Map
By subway: Gangnam Station (강남역) — Seoul Subway Line 2 — Exit 10, a short walk
2. Yongsan I’Park Mall (용산점)
The Yongsan location sits inside I’Park Mall — one of Seoul’s major retail and entertainment complexes, directly connected to Yongsan Station. It draws a broad daily footfall from shoppers, families, and the young professional crowd that gravitates toward Yongsan’s mix of tech retail and culture.
Location: Yongsan I’Park Mall (용산 아이파크몰), Yongsan-gu, Seoul
🗺️ See on Naver Map
By subway: Yongsan Station (용산역) — Line 1, Gyeongui-Jungang Line — directly connected to I’Park Mall
3. Sinchon (신촌점)
Sinchon is university territory — home to Yonsei, Sogang, Ewha, and Hongik universities, and the kind of neighbourhood where trends either take root or die quickly based on honest word-of-mouth. A successful Sinchon launch is a credibility marker for any food brand targeting Korea’s younger consumers.
Location: Sinchon (신촌), Mapo-gu, Seoul
🗺️ See on Naver Map
By subway: Sinchon Station (신촌역) — Seoul Subway Line 2 — Exits 2 or 3
The Brand Behind the Cup
CHAGEE operates more than 7,338 tea houses globally across China, Singapore, Thailand, the United States, and now Korea and Macao. It is a publicly listed company on NASDAQ (ticker: CHA), which gives it the scale and backing to pursue serious international expansion — Korea being one of the most strategically significant markets it has entered to date.
Kim Jwa-hyun, CHAGEE Korea’s representative, has spoken about the brand’s identity as centred on “the intrinsic value of tea rather than temporary trends — culture, wellness, and connection.” The emphasis on quality sourcing, in-store brewing, and genuine craft is what separates CHAGEE from the wave of milk tea franchises that have come and gone in Seoul over the past decade.
For more on how Korean café culture has evolved, see our Seoul café culture guide and our roundup of the best matcha cafés in Seoul.
Before You Go
- Start with the BO·YA Jasmine Green Milk Tea. It is the drink that built this brand. Taste it before exploring the rest of the menu.
- Visit the Gangnam flagship first if you want the full brand experience — the design, the tea bar, and the Korea-exclusive Tea Espresso menu are all there.
- Weekends will be busy. The brand is new and the buzz is real. Weekday visits, particularly mid-morning, will be calmer.
- Prices are reasonable. At ₩4,900–₩6,600, CHAGEE sits at a comfortable premium without reaching specialty-café territory. There is no reason to feel like you need to budget carefully for a visit.
- Check Instagram before going. @chagee.kr is the most reliable source for current hours, any seasonal menu additions, and future location announcements.
