CHAGEE Celebrates Friendship with Hand Holding Brew Crew Plushies and Bes-Tea Day Rewards

CHAGEE is marking International Friendship Day with the launch of its new Bes-Tea Brew Crew, a collection of six-character plushies inspired by the different personalities found in every friendship group. Available from 24 July while stocks last, the collectible series arrives just ahead of CHAGEE Bes-Tea Day on 30 July, the brand’s annual celebration of friendship and its community of tea lovers.

The biggest addition to this year’s collection is a new hand holding design that allows each plushie to connect with another, encouraging friends to collect matching pairs or complete the full set together. Designed to celebrate meaningful connections, the Brew Crew turns each collectible into a shared keepsake that can be gifted, traded or treasured with friends.

The six characters each represent a familiar role within every social circle. Tea Pot is “The Organiser”, the friend who plans every outing and keeps everyone on schedule. Tea Cup is “The Listener”, always ready to lend an ear and keep confidences. Tea Bag is “The Chill One”, content simply spending time together. BO•YA takes on the role of “The Mediators”, helping calm tensions whenever disagreements arise. Peach Oolong is “The Fun One”, bringing spontaneity and excitement to every gathering, while Tea Whisk is “The High Energy One”, keeping the group motivated and full of enthusiasm.

Each Brew Crew plushie comes in a random box, adding an element of surprise to every unboxing experience. Fans can also complete the collection with the Bes-Tea Brew Pot Pillow Plush and a Build Your CHAGEE Store Sticker Set, allowing them to create their own miniature CHAGEE themed scenes.

Alongside the collectible launch, CHAGEE Bes-Tea Day returns with a series of exclusive promotions for CHA members. Throughout the campaign period, members can enjoy upgraded membership benefits, Daily Flash Redemptions at 11.17am through the CHAGEE app, enhanced Wednesday discounts of 20 percent for eligible membership tiers, and a one day only Bes-Tea Day app exclusive bundle available on 30 July while stocks last. Full campaign details and redemption mechanics will be announced through CHAGEE’s official social media channels and mobile app.

To bring the Brew Crew to life, CHAGEE is installing a life size display featuring all six characters holding hands at CHAGEE Suntec City, with additional displays at VivoCity and orchardgateway. Visitors who pose with the installations, share their photos on social media and tag @chagee.sg with the hashtag #CHAGEEBesTeaBrewCrew will stand a chance to win a complete set of Brew Crew plushies.

From 24 July to 13 August, CHAGEE is also collaborating with local self-photo studio Solace Studios to offer Brew Crew themed photo prints at participating outlets, alongside a joint social media giveaway featuring exclusive campaign merchandise.