CHAGEE, whose APAC office is headquartered in Singapore, has unveiled a new name for its bestselling drink, now called BOYA Jasmine Green Milk Tea, in celebration of International Tea Day on 21 May. This rebranding not only honours the drink’s immense popularity, with over 600 million cups sold annually, but also highlights the craftsmanship and cultural significance behind each cup.
The name BOYA is inspired by the Chinese legend of Bo Ya and Ziqi, symbolising a deep connection and understanding. This reflects CHAGEE’s mission to create meaningful experiences through tea. The drink is crafted using a traditional multi-round scenting method, where fresh jasmine blossoms are layered over green tea leaves, allowing the leaves to absorb the natural aroma without artificial additives.
BOYA combines two premium teas: Yunnan high-mountain leaves, known for their depth, and Fujian Da Bai Hao, prized for clarity. Each batch is meticulously handpicked, ensuring the highest quality. Eugene Lee, Chief Marketing Officer of CHAGEE APAC, stated, “BOYA holds special significance to us. It’s more than just our bestselling drink; it reflects what CHAGEE stands for.”
This renaming marks a significant year for CHAGEE’s international expansion, with successful entries into Indonesia and the United States. As the brand continues to grow, BOYA is set to lead as a symbol of CHAGEE’s evolving global identity, bridging heritage with modernity.
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