Chinese tea chain Chagee has sparked a craze in South Korea after officially opening its first stores in Seoul, with some customers reportedly queueing for up to three hours just to buy a drink.
The fast-growing premium tea brand launched three outlets simultaneously on Apr. 30, quickly attracting huge crowds and generating major buzz across social media platforms.
Its flagship Seoul outlet opened in the upscale district of Gangnam, an area widely recognised as one of the city’s top business, fashion, and lifestyle hubs.
Additional outlets were also launched at I’Park Mall in the Yongsan district and in Sinchon, a university area popular among students and young consumers.
Photos shared online showed long queues forming outside the stores throughout the day, with customers waiting hours for a chance to try the beverages.
Korean Celebrities And Students Fuel Viral Popularity
The launch gained even more attention after several Korean celebrities, including Sullyoon, were reportedly spotted attending promotional events linked to the brand.
Their appearances helped boost online visibility and drove additional crowds to the stores.
According to Chinese media reports, some branches accumulated hundreds of drink orders in a single day, temporarily overwhelming ordering systems due to the unexpectedly high demand.
One Chinese student studying in South Korea told local media she visited the Yongsan outlet shortly after opening and waited more than two hours to purchase a large cup of the brand’s popular “Boya Juexian” tea.
The drink reportedly cost around 6,000 Korean won, equivalent to approximately S$5.50.
She noted that the taste was almost identical to the version sold in China and described the pricing as reasonable by Seoul standards.
Another international student reportedly queued for nearly three hours at the Sinchon branch before buying three drinks at once.
Bubble Tea And Premium Tea Brands Expanding Globally
Industry observers believe the explosive response highlights the growing global influence of Asian beverage brands, especially premium tea and bubble tea chains expanding into overseas markets.
The rapid international growth of brands such as Chagee reflects increasing consumer demand for Chinese-style milk teas, fruit teas, and modern tea concepts among younger audiences worldwide.
South Korea’s highly trend-driven food and beverage market is often seen as a key testing ground for international lifestyle brands seeking wider global expansion.
The successful Seoul launch may now strengthen Chagee’s ambitions to further expand across international markets, particularly in Asia-Pacific regions where demand for premium café culture and specialty beverages continues rising.
The phenomenon has also fuelled online discussions about the growing cultural influence of Chinese consumer brands abroad, with many netizens comparing Chagee’s popularity to the global expansion of major bubble tea chains in recent years.
As crowds continue flocking to the newly opened outlets, many are watching to see whether the brand can maintain its momentum in South Korea’s highly competitive beverage industry.