[Bangkok, Thailand], 18 July 2025 — Whether it’s a midday pick-me-up or a moment of calm, CHAGEE has always brought comfort through tea. Now, that same warmth comes in a soft new form. Introducing the CHAGEE Bes-tea Plushie Collection — a huggable celebration of your favourite brews.
Available from today, the collection brings CHAGEE’s most-loved milk teas to life. CHAGEE's best-sellers, including BO·YA Jasmine Green Milk Tea and Peach Oolong Milk Tea, have been transformed into plush companions — each with a unique backstory, personality, and identity card. Packaged in blind boxes, every plushie adds a touch of surprise to your tea ritual. With eight designs to collect, they’re perfect for decorating your space, gifting a friend, or simply keeping close.
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Launching just ahead of International Friendship Day on 30 July, the Bes-tea Plushies are more than cute collectibles. They’re a celebration of connection and togetherness. Inspired by the CHAGEE Together philosophy, each plushie represents a different kind of friend — the one who lifts your spirits, calms your nerves, or quietly stays by your side. Because sometimes, a little softness makes all the difference.
“At CHAGEE, we’re always looking for meaningful ways to bring our community closer and the Bes-tea Plushie Collection is a heartfelt expression of that mission. Launching first in Malaysia, Singapore, and Thailand, the collection celebrates the friendships and everyday moments that connect us. Each plushie is more than just a collectible — it’s a companion that brings comfort, playfulness, and a little piece of CHAGEE into your daily life.” added Janice Chen, Head of Go-To-Markets, CHAGEE APAC.
How to Get Your Very Own Bes-tea
Customers in Thailand can get their own Bes-tea at any CHAGEE location:
“At CHAGEE, we’re always looking for meaningful ways to bring our community closer and the Bes-tea Plushie Collection is a heartfelt expression of that mission. Launching first in Malaysia, Singapore, and Thailand, the collection celebrates the friendships and everyday moments that connect us. Each plushie is more than just a collectible — it’s a companion that brings comfort, playfulness, and a little piece of CHAGEE into your daily life.” added Janice Chen, Head of Go-To-Markets, CHAGEE APAC.
How to Get Your Very Own Bes-tea
Customers in Thailand can get their own Bes-tea at any CHAGEE location:
- From 18 July – 24 July: Bring home a Bes-tea plushie at 194 THB with a purchase of a Large BO·YA Jasmine Green Milk Tea or a Large Osmanthus Oolong Milk Tea (Limited to 50 plushies per store)
- From 25 July onwards: Purchase a Bes-tea plushie for 269 THB, no minimum purchase required.
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Giant Bes-tea at CHAGEE Park Silom and Vanit Village
As part of the launch, CHAGEE will unveil a Giant Bes-tea Plushie installation at its Park Silom and Vanit Village stores. This playful photo zone invites fans to snap a picture with the life-sized plushie and join the #BesTeaPlushie challenge on social media. The top five posts with the most likes will receive the full set of eight Bes-tea plushies.
Hunt the Bes-tea: Weekly Mascot Activation
To keep the excitement going, CHAGEE’s roving Bes-tea mascot will appear at selected locations each week. A teaser post will drop on social media with subtle clues, and the mascot’s location will be revealed later via IG Stories. Fans who snap a photo or video with the mascot and post creative content on Instagram or TikTok (tagging @chagee.th and using #BesTeaGoAround, #BesTeaPlushie, and #chageeth) stand a chance to win. Each week, the eight most creative posts will be selected by the CHAGEE team to receive a limited-edition Medium Bes-tea plushie.
To explore the full collection, visit any CHAGEE store or order via the CHAGEE app. Don’t forget to tag your moments with #CHAGEETH and #BesTeaPlushie.
Whether you’re gifting a plushie to your bestie or treating yourself, there’s never been a sweeter way to say you’re my Bes-tea.
As part of the launch, CHAGEE will unveil a Giant Bes-tea Plushie installation at its Park Silom and Vanit Village stores. This playful photo zone invites fans to snap a picture with the life-sized plushie and join the #BesTeaPlushie challenge on social media. The top five posts with the most likes will receive the full set of eight Bes-tea plushies.
Hunt the Bes-tea: Weekly Mascot Activation
To keep the excitement going, CHAGEE’s roving Bes-tea mascot will appear at selected locations each week. A teaser post will drop on social media with subtle clues, and the mascot’s location will be revealed later via IG Stories. Fans who snap a photo or video with the mascot and post creative content on Instagram or TikTok (tagging @chagee.th and using #BesTeaGoAround, #BesTeaPlushie, and #chageeth) stand a chance to win. Each week, the eight most creative posts will be selected by the CHAGEE team to receive a limited-edition Medium Bes-tea plushie.
To explore the full collection, visit any CHAGEE store or order via the CHAGEE app. Don’t forget to tag your moments with #CHAGEETH and #BesTeaPlushie.
Whether you’re gifting a plushie to your bestie or treating yourself, there’s never been a sweeter way to say you’re my Bes-tea.
#CHAGEETH #BesTeaPlushie #CHAGEETOGETHER #ดื่มชาจีดีทุกวัน
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