Chagee has teamed up with the National Textile Museum in Malaysia to introduce Seri Tea-jau Series to celebrate Chagee’s 6th anniversary in Malaysia. As part of this celebratory campaign, CHAGEE also introduces the Tie Guan Yin Emerald Series, a tea blend that beautifully fuses the elegance of oolong heritage with the richness of Malaysian cultural influences.
At the heart of the initiative lies a celebration of telepuk textile art, a distinctive Malaysian craft known for its intricate beauty and cultural significance. Through this partnership, CHAGEE aims to spotlight local traditions and foster deeper public appreciation for national heritage, while also lending support to the National Textile Museum through strategic engagement.
In a nod to this artistry, CHAGEE has infused its product designs with the iconic motifs of batik lepas bertelepuk and sarang telepuk, drawn from the Department of Museums Malaysia’s treasured collection. These designs appear across a range of exclusive items—including limited-edition drinkware, eco-friendly paper bags, and curated souvenirs—each piece reflecting the timeless elegance and cultural legacy of Malaysia.
We have seen Chinese brands successfully partner with museums across China, and this initiative signals the promising start of similar cultural collaborations taking root in Malaysia.
