On April 20, Chagee Holdings Limited collaborated with the Zhejiang Provincial Agricultural Technology Extension Center to host a strategic partnership launch event titled "Jiangnan Charm, Longjing Tea."

During the event, Chagee officially partnered with the Longjing tea brand for the first time, jointly releasing a co-branded logo to support the digital transformation of Longjing tea's entire industry chain. The collaboration aims to establish a traceable and authentic model for Longjing tea, from plantation to beverage.

Additionally, Chagee unveiled two new Zhejiang-exclusive products set to launch soon: the freshly brewed milk tea "Lotus Reflection on the Moon" and the specialty tea blend "Citrus Lotus Longjing." Both beverages feature authentic, traceable Longjing tea as their base and will be available at all Chagee stores in Zhejiang province starting April 30.

It is reported that Chagee's Longjing-based product "Awakening Spring Mountain," first launched in 2024, received widespread market acclaim. Upon its return in 2025, it achieved the third-highest repurchase rate in the brand's history. This year, during the spring tea season, Awakening Spring Mountain has made another comeback. In the third quarter of last year, Chagee also introduced a limited-edition Longjing-based drink in Zhejiang, which sold over 10 million cups, ranking second only to the brand's signature Bo Ya Jue Xian beverage.

Shang Xiangmin, co-founder of Chagee, stated: "In the past, many brands have been vague about the origin of their Longjing tea. This year, we emphasize that our Longjing tea is sourced from Qiantang and Yuezhou, bringing these geographical indications to the forefront. This allows younger consumers to learn about Chinese tea and its cultural stories in an accessible way. I believe this is not just a product innovation but also a new approach to supporting farmers. I am delighted to contribute to rural revitalization through such initiatives."