A new tea, a season of hands-on experiences, and an invitation to discover the craft and culture behind every cup
Tea is something most of us have known our whole lives. It is in our mornings, our conversations, our quieter moments. While it feels familiar, there is so much more to learn about tea: the regions it comes from, the seasons that shape it, the generations of craft that bring it to the cup.
This May, CHAGEE invites you to explore the world of tea making. In welcoming International Tea Day on 21 May, CHAGEE Thailand is marking the occasion with a new jasmine oolong tea, and a series of experiences designed to bring people genuinely closer to tea culture.
A New Tea, and the Story Behind It
On 8 May, CHAGEE introduces the BO·YA Jasmine Tie Guan Yin Tea series, the newest addition to its BO·YA jasmine series.
The BO·YA name carries a story that is over two thousand years old. It comes from the legend of Boya, a musician whose playing was so deeply felt that only one person, a humble woodcutter named Ziqi, could fully understand it. Their bond became one of Chinese culture’s most enduring expressions of genuine connection: the idea that something made with real honesty will always find the people who appreciate it. It is a hope that runs through every cup in the BO·YA series. That somewhere out there, for every blend crafted with care, there is someone who will pick it up, take a sip, and simply understand.
The new drink opens with a gentle front note of jasmine before the distinct orchid character of Tieguanyin, a prized variety of oolong, slowly follows, building into a taste that is floral, layered, and quietly complex. The Tieguanyin oolong base is sourced from the high-altitude gardens of Southern Fujian, China, while the jasmine flowers come from Hengxian in Guangxi, known the world over for producing jasmine of exceptional quality and lasting fragrance.
BO·YA Jasmine Tie Guan Yin Milk Tea: THB 100 (R) / THB 115 (L)BO·YA Jasmine Tie Guan Yin Brewed Tea: THB 85 (R) / THB 100 (L)
Something to Savour Beyond the Cup
Alongside the new drink, CHAGEE has designed a small collection of tea-inspired merchandise for the season, including a Tea-Scented Charm, a Tea Icons Keychain, and the Tea Roots Tumbler, each drawing from the natural elements and imagery behind CHAGEE’s teas. Selected merchandise will be available bundled with BO·YA Family drinks in store during the launch period.
And for those who want to go a little deeper, CHAGEE will also be releasing a specially curated publication dedicated to the culture and heritage of tea, available at selected stores from 21 May. More details to follow closer to International Tea Day.
Experiencing Tea, More than Just Drinking It
On 21 May, Tea Blending Workshops will be open to the public at CHAGEE stores throughout the day. Each session guides a small group through tasting and blending tea with a Tea Master, offering a hands-on understanding of how different leaves, florals, and processing methods shape what ends up in the cup.
And later in the season, CHAGEE will be taking this conversation out into the city. A pop-up is planned along Songwad Road, one of Bangkok’s oldest trading streets that has quietly become one of its most culturally vibrant. It is a neighbourhood where heritage and a new generation of creativity exist side by side, and that feels like exactly the right place for CHAGEE to open up the world of tea to more people. More details to follow.
“Most people drink tea every day, and that is exactly why we think it is worth pausing to understand it a little better,” said Patcharapa Saru, Tea Master at CHAGEE Thailand. “When you stop and look closely, what you find is extraordinary. Centuries of knowledge, farmers who understand their soil the way musicians understand their instruments, and a quiet kind of craft that most of the world never gets to see. International Tea Day is a meaningful reminder of all of that, and an invitation for all of us to slow down, pay attention, and discover what has always been in the cup.”
CHAGEE’s International Tea Day offerings are available across all Thailand stores from 8 May. For those who have ever been curious about what makes a great cup of tea, this May is a good time to find out. For more information, visit CHAGEE Thailand FB, IG, TikTok, or download the CHAGEE App.
