International Friendship Day is just around the corner, and CHAGEE is turning tea into a true love language. Marking both International Friendship Day and CHAGEE Bes-Tea Day on 30 July, the brand is rolling out something extra special for all the besties out there: the Bes-Tea Brew Crew.
The Bes-Tea Brew Crew: Which Friend Are You?
Just like tea, no friendship is one-note. The new blind box collection features six adorable plushies, each modeled after a personality every friend group knows and loves:
💚Tea Pot, “The Organiser” – The keeper of the itinerary and maker of reservations.
💚Tea Cup, “The Listener” – Always has room for your stories and keeps every secret safe.
💚Tea Bag, “The Chill One” – Perfectly happy just being in your company.
💚BO•YA, “The Mediators” – The calming blend who smooths things over when the group chat gets too hot.
💚Peach Oolong, “The Fun One” – Sweet, full of surprises, and always ready to say yes.
💚Tea Whisk, “The High Energy One” – The one who gets the whole crew moving.
Designed for Sharing: Hand-Holding Plushies
New to the Bes-Tea family this year is an adorable design detail made specifically for sharing: hand-holding plushies. Every character is designed to connect with another, turning a single collectible into a matching set between best friends. Whether you collect your own crew or split a set with your favorite person, someone is always holding on!
Fans can also look out for the Bes-Tea Brew Pot Pillow Plush and the Build Your CHAGEE Store Sticker Set to complete the collection.
Exciting Rewards for CHA Members
To celebrate the bond between CHAGEE and its community, members can unlock exclusive rewards throughout the campaign period:
💚Bes-Tea Membership Upgrades with enhanced benefits
💚Stamp Collection for New Members to unlock free drink vouchers.
Daily Flash Redemption at 11:17 AM on the CHAGEE app to redeem selected rewards at half the usual Tea Leaves.
💚CHAGEE Members’ Day every Wednesday, where qualified members enjoy an enhanced 20% off benefit.
💚CHAGEE Bes-Tea Day App Surprise Bundle, available exclusively on the app for one day only on 30 July.
As Lucia Kwan, Head of Marketing and Branding for CHAGEE Malaysia, shares, “The moments we cherish most are often the simplest: a five-minute catch-up, a shared drink, or a surprise gift.”
Head over to CHAGEE stores starting 24 July to grab your blind boxes while stocks last, and celebrate your crew this Bes-Tea Day!