BAWANGCHAJI REBRANDS AS “CHAGEE” & OFFICIALLY REVEALS DATUK LEE CHONG WEI AS THE NEW BRAND AMBASSADOR AT THE GRAND OPENING OF THE 1st CHAGEE FLAGSHIP STORE, PAVILION KL

Premium tea beverage brand - BaWangChaji Malaysia has officially announced its rebranding to CHAGEE Malaysia (CHAGEE) with a brand new look to elevate the consumer’s experience with a modernized tea house atmosphere. This announcement is made in conjunction with the Grand Opening of the First CHAGEE Flagship Store in Pavilion Kuala Lumpur, where it was revealed that YBhg. Datuk Wira Dr. Lee Chong Wei is to be the new brand ambassador, in the presence of YBrs. En. Mohd Hilaluddin Abd Shukor, Chief Executive Officer of Perbadanan Nasional Berhad (PERNAS). In addition to that, famed actress and singer, Hannah Delisha, made a special appearance in support of CHAGEE Malaysia’s growth. 

The industry pioneers have embarked on a mission to evolve and further innovate their brand as they move into the 2.0 era. These upgrades began with the rebranding movement where CHAGEE has highlighted three key changes - a new brand name, logo, and visual identifications, that are clearly displayed at the all-new CHAGEE Flagship Store in Pavilion Kuala Lumpur. Through this movement, CHAGEE aims to elevate the customer’s experience through all five senses, beginning from the moment they step foot in the store. 

Visitors of the CHAGEE Flagship Store will find themselves in a tranquil environment as soon as they walk into the store as CHAGEE has carefully designed the outlet through a minimalistic yet modernized tea house concept. Hence, apart from being a great meet-up spot for family and friends, the CHAGEE Flagship Store also serves as an ideal location for business meetings where people will find themselves being productive while sipping on a variety of modernized tea-based beverages.

Joining this rebranding journey is YBhg. Datuk Wira Dr. Lee Chong Wei, who will be the face of CHAGEE Malaysia moving forward. CHAGEE has revealed that they have chosen the esteemed badminton superstar as their official brand ambassador as an initial step towards their rebranding journey as they have prepared a whole lineup of exciting announcements that will soon be revealed. The premium tea brand also elaborated that YBhg. Datuk Wira Dr. Lee Chong Wei is the perfect fit for their brand as they share similar values such as resilience, strength, determination, and passion.

Shoppers and passers-by at Pavilion Kuala Lumpur were in full excitement as they witnessed the world-famous badminton icon along with famed actress and singer, Hannah Delisha celebrating the Grand Opening event. Hannah Delisha was ecstatic about the CHAGEE’s inspiring drive to continuously grow, evolve, and innovate their brand as well as their products and wishes them the best moving forward in their expansion plans. 

YBrs. En. Mohd Hilaluddin Abd Shukor, Chief Executive Officer of Perbadanan Nasional Berhad (PERNAS), said, “The pandemic has definitely brought challenges to all but also brought strength as a result of it. It has taught us that the world is in constant need of evolvement, and only the fittest survive. As such, I could think of none better to display the strength of CHAGEE Malaysia, than that of our cherished badminton icon - Datuk Wira Dr. Lee Chong Wei, who persevered through the toughest challenges to bring pride to our country. I think great things are to be expected from CHAGEE Malaysia in the near future, given that Datuk Wira Dr. Lee Chong Wei is now the face of the brand, and I am incredibly excited about it.”

Mr. Jack Chong, Chief Executive Officer of CHAGEE Malaysia, said, “Tea is a medium that connects people with thousands of years of history. It is a familiar beverage that is presented in many different social activities, be

it formal or casual, meaning that it is easily relatable to most. With these changes, we hope to reinforce our brand’s position through our Modern Tea house concept, serving not just premium modern tea-based beverages, but also the entire experience. At CHAGEE, we keep in mind the needs of the consumers as customer satisfaction has always been our utmost priority.” 

For more information, kindly visit CHAGEE Malaysia’s social media pages.