Chagee, a popular tea brand known for its premium offerings, is set to make its debut in the U.S. The company plans to open its initial location in Los Angeles in the spring of 2025, specifically in a Westfield mall. This marks a significant step in Chagee’s U.S. expansion strategy, aimed at capturing a share of the booming tea market, which is expected to reach a global value of $602 billion by 2028.
To support this ambitious move, Chagee has established its U.S. headquarters in Irvine, California. The company aims to grow by opening more company-owned units rather than relying solely on franchises. This leadership strategy reflects Chagee’s commitment to making a strong entry into the competitive U.S. market where its brand is largely unknown.
Chagee establishes its U.S. headquarters in Irvine, focusing on company-owned units for a strong market entry.
To lead its North American growth, Chagee has recently hired two high-profile executives. The former Chief Marketing Officer for Starbucks China now serves as Chagee’s Chief Commercial Officer for North America. Moreover, a seasoned professional with experience at Dutch Bros Coffee and Popeyes has taken the role of Chief Development Officer. These executive hires aim to utilize their extensive experience in the U.S. beverage market to elevate Chagee’s brand recognition and development.
Chagee’s ongoing efforts to improve its leadership team underscore its serious intent to establish a robust presence in the U.S. With over 7,000 teahouses globally, the brand is rapidly expanding, particularly overseas, where it recently enjoyed a significant increase in store count.
The strategy involves not just opening new locations but also promoting its unique tea offerings, which focus on premium quality and traditional Chinese tea culture.
The upcoming U.S. expansion and the hiring of seasoned leaders position Chagee strongly as it prepares to enter a market filled with opportunities and challenges. The company seems poised to become a notable player in the U.S. tea landscape.
