Everyone has a friend who plans everything, a friend who listens, and a friend who simply goes with the flow. This International Friendship Day, CHAGEE is bringing the whole crew to life. Say hello to the Bes-Tea Brew Crew: six blind box plushies, each modelled on a personality you can all relate to.
The Bes-Tea Brew Crew will land at CHAGEE stores from today, 24th July, while stocks last – just in time for International
Friendship Day and CHAGEE Bes-Tea Day on 30th July, CHAGEE’s very own celebration of friendship.
New to the Bes-Tea family this year is a design detail made for sharing: Hand-holding plushies. Every character is designed to connect with another, turning a single collectible into a matching set between best friends. Collect your own crew or split the set with your favourite friends; either way, someone is always holding on!
Which Brew Crew Are You?
Just like tea, no friendship is one note. The Brew Crew brings together the blend of personalities that makes every friend group what it is:
• Tea Pot, “The Organiser” – keeper of the itinerary, maker of the reservations, sender
of the “we’re still on for Saturday, right?” texts.
• Tea Cup, “The Listener” – always has room for one more of your stories, and keeps
every secret safe.
• Tea Bag, “The Chill One” – perfectly happy just being in your company.
• BO•YA, “The Mediators” – the calming blend who smooth things over when the group
chat gets a little too hot.
• Peach Oolong, “The Fun One” – sweet, full of surprises, and always the first to say
yes.
• Tea Whisk, “The High Energy One” – the one who gets the whole crew excited and
moving.
Because it’s a blind box, the Bes-Tea unboxing is decided by fate, which, as any friend group knows, is exactly how the best friendships start. Completing the collection:
• Bes-Tea Brew Pot Pillow Plush – for carrying a little companionship (and a lot of tea)
through everyday life.
• Build Your CHAGEE Store Sticker Set – for fans to create their own little CHAGEE
store scene, complete with the Brew Crew, drinks and decorations.
As collectible culture continues to thrive, CHAGEE is joining this emotional economy, where the products people love most are the ones that spark joy, nostalgia and connection. The Brew Crew is not just something to collect; it is something to share, trade and gift to the people who matter in your lives.
“We designed the Brew Crew to hold hands because that is what friendship really looks like — small, everyday ways of holding on to each other. The moments we cherish most are often the simplest: a five-minute catch-up, a shared drink, or a surprise gift,” said Lucia Kwan, Head of Marketing and Branding, CHAGEE Malaysia. “Bes-Tea Day is our way of saying thank you
to everyone who has shared those moments with us.”
Celebrating CHA Members on Bes-Tea Day
CHAGEE Bes-Tea Day is held alongside International Friendship Day. It celebrates friendships and the bond between CHAGEE and its community of CHA members. Throughout the campaign period, members can look forward to rewards, exclusive experiences and playful collectibles that turn everyday tea moments into little acts of love:
• Bes-Tea Membership Upgrades with enhanced member benefits.
• Stamp Collection for New Members – an exclusive welcome activity where new CHA members collect stamps to unlock free drink vouchers.
• Daily Flash Redemption at 11:17 AM – members can redeem selected rewards at half the usual Tea Leaves, exclusively on the CHAGEE app, one redemption per member per day, limited quantities per day (Worth setting an alarm for.)
• CHAGEE Members’ Day every Wednesday – CHA Explorer, CHA Pioneer and CHA Master members can enjoy an enhanced 20% off benefit via the CHAGEE app, upgraded from the usual 15%.
• CHAGEE Bes-Tea Day App Surprise App-exclusive Bundle, available exclusively on the CHAGEE app for one day only on 30th July while stocks last.
Full details, dates and mechanics for every item and member reward will be shared on CHAGEE’s official social channels and in the CHAGEE app – the best way to make sure a good surprise never passes you by.
CHAGEE Bes-Tea Day is a reminder that friendship is not built on grand gestures, but on the small moments shared over time: the drinks ordered for each other, the desserts split in two, the “I saw this and thought of you” surprises. Because the strongest friendships, like the best teas, are brewed one at a time.
