CHAGEE, one of Asia’s fastest-growing modern tea brands, today announced the launch of its First Harvest Matcha Series in Malaysia — marking the brand’s first-ever matcha offering and its first matcha launch across Southeast Asia.
The series comprises three drinks: the Signature Matcha Latte, the Pistachio Matcha Latte, and the Oreo Matcha Frappé, and is available nationwide across all CHAGEE Malaysia outlets starting today.
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A Different Kind of Matcha
At the heart of the launch is CHAGEE’s commitment to quality that goes beyond the label. The matcha used in this series is made from first harvest spring tea leaves — the first and finest picking of the year, when leaves are at their most tender and nutrient-rich. This early harvest results in a naturally smoother, less bitter taste with deeper umami character.
The leaves are shade-grown for over 20 days prior to harvest, a process that boosts chlorophyll levels for a vibrant emerald green colour, and increases amino acid content for a rounder, more balanced flavour.
The powder is then ground to 1000 mesh — an ultra-fine standard that produces a silky texture and ensures the matcha dissolves evenly, delivering a consistently smooth drinking experience.
“We wanted our first matcha to be something we could stand behind with full confidence,” said Lucia Kwan, Head of Branding and Marketing for CHAGEE Malaysia. “Every decision, from the harvest timing to the grind, was made with quality in mind, it’s not just a trend.” Green Is the New Cool
Beyond the product, the launch is steeped in a broader campaign: Green Is the New Cool, to celebrate matcha not just as a drink, but a shared lifestyle .
The campaign opens this weekend with Sip & Jam, a free public event on 11 and 12 April at WOLO KL. Open from 7am to 10am on both days, the event pairs a morning fun run with live DJ sets and the signature Matcha Latte, making it a truly community event. It follows a pre-launch session held on 5 April exclusively for CHAGEE members.
A series of activities will be held throughout April, including a nationwide Matcha Fit
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Check outlet challenge from 17 to 19 April, where customers wearing green can redeem a free Matcha Latte at 30 selected outlets (while stocks last, T&Cs apply), and #MatCHAGeng, a TikTok community challenge inviting fans to gather their crew, dress in green, and share their matcha moments online.
In addition to the drinks, CHAGEE is releasing a series of limited-edition matcha-themed merchandise, including a paper badge, phone stand, and mini tote bag. Fans of the brand will be familiar with CHAGEE’s collectable merchandise choices that are well-loved by CHAGEE lovers.
Available Now
The matcha series is available at all CHAGEE Malaysia outlets from 10 April 2026, priced at RM13.90 for the Signature Matcha Latte, RM15.90 for the Pistachio Matcha Latte, and RM20.90 for the Oreo Matcha Frappé. Prices may vary at selected outlets. Exclusive bundle deals, in-app rewards, and limited merchandise are available via the CHAGEE App.