Of the three stores opened on Friday, the Pasir Ris outlet in the east region is designed for families with a children’s play area and interactive games for teenagers, according to The Straits Times.
Children under 12 can enjoy free milk when families dine in. Most drinks on Chagee’s menu are rated Nutri-Grade A or B, making them healthier choices.
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Chagee’s store in Pasir Ris, Singapore. Photos via Instagram/chagee.sg |
Speaking at the store’s opening, Minister in the Prime Minister’s Office Indranee Rajah highlighted the important role the food and beverage industry plays in families’ social lives.
“Chagee has actually been very thoughtful and innovative in this, and I really hope that this will mark the start of more food and beverage outlets adopting a family-friendly approach.”
Chagee’s Pasir Ris store is the Yunnan-founded Chinese milk tea chain’s second family-friendly outlet in Singapore, after its store in Suntec City.
Two other stores opened at Punggol Coast Mall and Paya Lebar Quarter on Aug. 21, bringing Chagee’s total number of outlets in Singapore to 46, all opened within two years.
At the launch event, Chagee also signed a memorandum of understanding with the Institute of Technical Education to develop a recognized tea beverage qualification and career pathway for young Singaporeans.
Chagee, which has more than 200 employees in Singapore, plans to open more stores in the island’s heartland areas, Chagee Singapore CEO Lawrence Wen said. The company is looking for larger spaces that can incorporate seating areas, he added.
“The Singapore market is a high-density one, and we realized that in a high-density environment, customers prefer an environment where they can sit down,” he said.
“So we want to build stores that are comfortable for our customers,” he added.
Founded in Yunnan, China in 2017, Chagee markets itself as the “Eastern Starbucks,” aiming to challenge the dominance of the U.S. coffee giant, according to KrAsia. It now has over 7,500 stores across China and seven overseas markets including Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam and the U.S.