CHAGEE brings a new way to enjoy matcha, built on a pure and simple basis. The launch is brought to life through a partnership with the timeless literary classic, The Little Prince
International tea brand CHAGEE today announced its Matcha Series, now paired with the beloved classic, The Little Prince. The series is made with care at every step, so the matcha stays pure. It is the brand’s latest way of turning tea into a simple daily ritual worth slowing down for.
More people are reaching for matcha than ever before. For many, it has become a daily habit and a small moment of calm on a busy day. Behind that habit is a simple wish: to enjoy something honest, well made, and pure. CHAGEE’s Matcha Series was created for exactly that.
Launching on the 4th of September 2026 across Thailand, every cup is made to deliver pure, high-quality matcha, prepared with the same care CHAGEE brings to all of its tea.
Care from Leaf to Cup
CHAGEE takes care at every step, from choosing the leaves to preparing each cup, so the matcha stays pure and true.
It begins with the season’s first spring harvest, the earliest and most tender picks. These young leaves have a naturally smooth, gentle character. The leaves are grown in the shade for more than 20 days before harvest. Less sunlight lets them develop slowly, which deepens their green colour and builds a round, full flavour. This gives the matcha its signature rich colour and smooth taste.
The leaves are then ground to an ultra-fine powder, milled to a 1000 mesh. This means the grind is fine enough to feel smooth, with no rough or powdery bits. The final result is a matcha that tastes clean, fresh and refined, letting its true flavour open up with every sip.
A Fresh Take on a Classic
A highlight of the launch is the Lime Cheese Matcha Latte, available for a limited time only. It brings together smooth matcha, fragrant lime and creamy cheese, carefully balanced so the drink is rich yet refreshing. For those who want a little more, there is also a Cheese Cap option, which adds a soft, creamy cheese cap on top for an even more indulgent taste.
With the Lime Cheese Matcha Latte, CHAGEE offers a new way to enjoy matcha, for matcha lovers who want to try something different. The matcha base is still made with real care, from the leaves we choose to the way each cup is prepared. As with every drink in the series, only the flavours around it change.
“We started with the matcha itself and gave it the care it deserves, so its real character comes through in the cup. That belief, in keeping the matcha pure and true, is why partnering with The Little Prince felt so natural. It is a story about holding on to what really matters, and that is what we hope people find in every cup,” said Mathurada Yongchareon, Director of Marketing, CHAGEE Thailand.
Partnership with The Little Prince
CHAGEE has partnered with The Little Prince, one of the world’s most loved stories, to bring the spirit of the series to life.
The link is simple. The Little Prince is a story about innocence, friendship, and remembering what truly matters. It asks us to see the world with a clear and honest heart. CHAGEE’s matcha carries that same idea in a cup, something pure, simple and true. In that same spirit, CHAGEE hopes its matcha brings a little more calm and joy to everyday life.
Across the campaign, that world comes to life. Stores, cups and specially designed merchandise carry the gentle spirit of the story, a world of stars, travel and small moments that matter. In a world that moves fast and pulls at our attention, a cup of matcha becomes a reason to pause, breathe and be present. It is best enjoyed slowly, and in the company of someone you love.