CHAGEE’s first campus store in Beijing has opened at Tsinghua University

On June 11, Bawang CHAGEE announced the official opening of its first campus store in Beijing at Tsinghua University’s Zhaolan Institute. On its opening day, the store sold over 2,200 cups, making it the top GMV performer among all its stores nationwide that day. Currently, CHAGEE has opened stores on nearly 200 campuses across the country, including Shanghai Jiao Tong University, Wuhan University, and Huazhong University of Science and Technology, connecting modern tea with campus life.

In the university market, CHAGEE ‘s classic products, account for nearly 60% of sales, making them the most popular drinks among students. Additionally, new products launched by CHAGEE in March, have also received widespread acclaim, reflecting the strong desire among college students to try new products. Data shows that over 55% of university consumers prefer drinks with less sugar, minimal sugar, or no sugar, indicating a significant trend towards health-conscious consumption.

Bawang Chajie’s original leaf fresh milk tea has significantly lowered the barrier to drinking tea, making it easier for young people to explore Chinese tea and its culture. Brand collaborations have also become a key factor in attracting young consumers to purchase intangible cultural heritage (ICH) products. CHAGEE believes that student consumers are crucial for the preservation of Chinese tea culture. “We hope that through our modern interpretation, we can make’ tea’ more interesting and closer to the students,” said a spokesperson for Bawang Chajie.