On May 14, according to an official announcement from Chagee Holdings Limited, from May 15 to 17, the company will launch a "15-Store Relay Celebration" in Shanghai.

Different from conventional new store promotions, the core interactive highlight of this 15-store celebration is a physical reward mechanism involving a "blind box cup-tearing" game. It is understood that the event has prepared over ten thousand physical prizes. In conjunction with the new store openings, Chagee is simultaneously offering a limited-time "buy one, get one free" promotion, covering four core products: Osmanthus Orchid Fragrance, Magnolia Over Miles, Flower Field Oolong, and Boya's Broken String. The promotion will be carried out through multi-channel linkage on platforms including Douyin, Meituan, and mini-programs. Simultaneously, to mark the return of the "Summer Dream Melon" series, the brand has set up a "Summer Melon Ring Toss" interactive area at the new store locations. Consumers can participate by checking in via social communities. Chagee stated that it hopes, through this measured pace, to reciprocate market enthusiasm while demonstrating the brand's confidence and commitment to long-term, stable operation. According to public information, Chagee has already expanded its stores to numerous provinces and cities across China, including Chengdu, Guangxi, Tianjin, Hebei, Fujian, Beijing, Shanghai, and Hangzhou. The company established an overseas division in 2018 and opened its first overseas store in Malaysia in 2019. Its stores now cover countries and regions including Malaysia, the United States, Thailand, Singapore, Indonesia, Vietnam, and the Philippines, with the global store count exceeding 7,000.