CHAGEE Opens Southeast Asia’s First Signing Store at NUS, Empowering the Deaf Community Through Tea

CHAGEE has officially launched its first Signing Store in Southeast Asia at the National University of Singapore (NUS), redefining the tea experience with a bold focus on inclusion, accessibility, and community. Operated entirely by Deaf and hard-of-hearing baristas, the new store is located at Yusof Ishak House and developed in collaboration with SG Enable and the Singapore Association for the Deaf (SADeaf).

Blending design, social impact, and purpose, the store sets a new benchmark in inclusive F&B experiences — creating a space where customers can connect through tea and sign language, regardless of hearing ability.

Silent by Sound, Loud in Intention

Thoughtfully designed for acoustic comfort and visual clarity, the 135-square-metre Signing Store features cork-lined walls to soften ambient noise and foster a serene environment. A layered step-seating area encourages relaxed social interaction, while an open brewing station ensures seamless visual communication between team members.

A standout feature is a custom flip-chart wall, created with SG Enable and SADeaf, that introduces customers to basic sign language — empowering them to order and interact directly with baristas in a new and meaningful way.

Anchoring the store is a mural by award-winning Deaf artist Chen Zi Yue (Angeline), whose vibrant artwork infuses the space with warmth, identity, and a sense of community pride. Also on display are photographs by Deaf Singaporean artist Isabelle Lim (Issy), who captures emotion and resilience through her lens, offering customers a glimpse into her world.

Tea with a Purpose

To celebrate the launch, CHAGEE is rolling out exclusive in-store bundles featuring fan-favourites like the BO·YA Jasmine Green Milk Tea, limited-edition tote bags and keychains — with $2 from every bundle going directly to SADeaf.

In addition, collectible drink tags featuring sign language phrases will be distributed, transforming every order into a small but powerful opportunity for education and awareness.

In the weeks to come, the store will also host community workshops, further establishing the Signing Store as a hub for empathy, learning, and authentic connection.

The launch event was graced by Mr. Eric Chua, Senior Parliamentary Secretary for the Ministry of Law and Ministry of Social and Family Development (MSF), reinforcing Singapore’s broader commitment to inclusion and equal opportunity.