As the Lunar New Year approaches, specialty tea purveyor Chagee is marking the festive season with a sophisticated, limited-time beverage: the Camellia Oolong Milk Tea. Launched on January 30 and available only while supplies last, this seasonal offering blends traditional Chinese tea culture with celebratory themes of harmony and devotion, positioning it as an ideal sip to accompany reunion gatherings. Beyond the drink itself, Chagee is enhancing the holiday spirit with a collection of exclusive merchandise, including festive red packets and plush collectibles, elevating the annual tea experience.
A Floral Interpretation of Festive Tradition
The new Camellia Oolong Milk Tea is designed to evoke the spirit of renewal and togetherness associated with the Lunar New Year. Central to its profile is the Camellia flower, historically symbolising quiet devotion and lasting bonds—themes pertinent to family gatherings during this time.
The beverage is crafted using a blend of three premium Minnan oolong teas, combined with fresh milk. This meticulous composition results in a concoction that is light, highly aromatic, and subtly floral, offering a comforting alternative to typically heavier celebratory drinks. The tea’s light and palatable nature underscores the focus on high-quality ingredients and balanced flavour profiles that appeal to modern palates.
Pricing for the Camellia Oolong Milk Tea is set at an accessible premium, retailing for $5.20 for a regular size and $6.20 for a large, ensuring enthusiasts can easily incorporate this special flavour into their daily rituals or festive occasions.
Enhancing the Reunion Experience
Chagee recognizes that the Lunar New Year experience extends far beyond culinary offerings. To complement the limited-edition tea, the brand has introduced a thoughtfully curated range of seasonal collectibles perfect for adding flair to visiting rituals and gift exchanges.
Key Collectibles for the Lunar New Year:
- Camellia-Inspired Red Packets: These essential items, used for bestowing warm wishes and monetary gifts during reunion gatherings, feature delicate camellia motifs.
- Knit Orange Tote Bags: Designed to make visits more stylish and celebratory, these reusable bags provide a practical yet chic accessory for carrying gifts or personal items.
- Prosperity Tea Plant Plushies: Available in limited quantities at select outlets, including Pagoda House (Chinatown) and Orchardgateway, these adorable plush toys serve as charming tokens of good fortune.
For committed tea lovers, Chagee is offering an app-exclusive bundle combining a Large Camellia Oolong Milk Tea with the Prosperity Tea Plant Plushie for $29, making the collectible easily accessible alongside the featured drink.
The Ongoing Tea Craze
The introduction of the Camellia Oolong Milk Tea reflects the ongoing dynamism within the specialty tea market, particularly in urban lifestyle centres where premium tea outlets continue to innovate and draw large audiences. These seasonal rollouts not only celebrate cultural holidays but also reinforce brand engagement by offering consumers unique, time-sensitive luxury experiences.
As consumers increasingly seek culturally relevant and high-quality non-alcoholic beverage options, specialty tea houses like Chagee continue to thrive by skillfully merging high-quality ingredients with aesthetically pleasing and meaningful packaging, ensuring their limited-edition items become sought-after symbols of the season. Readers interested in exploring the broader tea scene should note the recent debut of other international brands entering the market, signalling a continuing trend toward tea as a key pillar of contemporary lifestyle consumption.