CHAGEE marks year-end festivities with Cocoa Oolong Milk Tea, Hello Kitty collaboration

Premium tea brand CHAGEE is ushering in the year-end festive season with the launch of its limited-time Cocoa Oolong Milk Tea, accompanied by a collaboration with Sanrio’s Tanned Hello Kitty, in a celebration centred on warmth, connection and simple seasonal rituals.

Available from Dec 12, the festive offering reflects CHAGEE’s intention to encourage consumers to slow down and savour meaningful moments as the year draws to a close.

The collaboration combines the comforting character of the seasonal beverage with the familiar charm of Tanned Hello Kitty, a sun-kissed variation of the iconic character popular across the Asia-Pacific region.

The Cocoa Oolong Milk Tea features premium oolong leaves sourced from the UNESCO-recognised Wuyi Mountains, known for their roasted floral notes and honeyed aroma, blended with cocoa from Côte d’Ivoire’s renowned Gold Belt.

The drink delivers a gently roasted fragrance followed by a smooth cocoa finish, offering a warm and velvety profile designed for relaxed conversations or quiet reflection.

CHAGEE Chief Marketing Officer for APAC, Eugene Lee said the collaboration was created to mirror the warmth and familiarity found in meaningful relationships. He noted that tea, at its core, serves as a medium for people to pause, be present and build shared memories, especially during the festive period.

Echoing the sentiment, Sanrio Southeast Asia Chief Operating Officer Kohei Imai said the collaboration reflects Hello Kitty’s long-standing message of kindness and togetherness, with Tanned Hello Kitty’s sunny personality complementing the comforting nature of the Cocoa Oolong Milk Tea.

As part of the partnership, CHAGEE has also introduced a range of limited-edition collectibles designed for gifting and keepsakes. The exclusive merchandise includes the Snuggle Snap, Cuddle Sling, Plushie Charm and Mini Charm, each infused with Hello Kitty’s warm, cocoa-toned aesthetic.

In Malaysia, the Cocoa Oolong Milk Tea is priced at RM14.90 for a regular size and RM16.90 for a large, served in festive cup packaging with a special thermal bag carrier. A series of promotional bundles will be rolled out from Dec 12 and Dec 19, alongside a nationwide C-Pose Challenge across 15 selected outlets, offering customers a chance to win exclusive rewards and merchandise.

At its core, the collaboration serves as a gentle reminder that the festive season is about cherishing small, meaningful moments – whether enjoyed alone or shared with loved ones – over a comforting cup of tea.

-ASEAN FOOD & TRAVEL