On November 24, the 2025 Intangible Cultural Heritage Brand Promotion Week officially commenced in Dali, featuring a diverse range of activities, including heritage exhibitions, brand promotions, and fashion culture themes.

As one of the invited brands, Chagee Holdings Limited launched a Yunnan-exclusive beverage, "To Yunnan · Rose Pu'er," during the event. The cup design adopts a soft rose-pink hue, drawing inspiration from Yunnan's floral culture.

Beyond the new drink, Chagee also introduced a series of co-branded merchandise in collaboration with Yunnan’s silver filigree enamel heritage, such as silver filigree enamel cups, lenticular cardholders, enamel-inspired brooches, tote bags, and a "Filigree Enamel Tea Spoon Gift Set."

Additionally, Chagee integrated Yunnan’s filigree enamel heritage into its pop-up zone, allowing attendees to participate in interactive workshops simulating the enamel-making process—such as glaze collection, silver base crafting, and wire shaping—with opportunities to win filigree enamel bookmarks or coasters.

In recent years, Chagee has partnered with national and provincial intangible cultural heritage projects to reinterpret ancient tea-making techniques, traditional craftsmanship patterns, and regional cultural symbols into contemporary artistic expressions.

Furthermore, in late October 2025, Chagee opened its first heritage-themed tea shop in Liuzhou, Guangxi.

Shang Xiangmin, Co-founder and Vice President of Chagee, stated, "To us, intangible cultural heritage is not a museum relic but a living memory that can be felt, used, and cherished. We focus on starting with tea to reconnect traditional crafts—resonating with Eastern aesthetics and modern sensibilities—back into daily life."