Wishing Mr. Eugene Lee greater responsibilities and exciting challenges in this impressive new chapter!
In a bold move to strengthen its international footprint, Chagee, the rising star of Chinese milk tea, has appointed Eugene Lee as its new Vice President and Chief Marketing Officer for APAC.
Lee, previously the International Chief Marketing Officer at a global fast-food giant, spent an illustrious 15 years shaping marketing strategies across 80 countries. Earlier this year, he bid farewell to his long-standing role, stepping into a fresh chapter with Chagee, a brand whose soaring Nasdaq debut recently lifted its valuation to US$5.95 billion.
In an emotive LinkedIn post, Lee shared the spark that led him to this journey: a meeting with Zhang Junjie, Chagee’s visionary founder. “I rushed to sign on the dotted line after gaining a deep understanding of his vision and the company’s mission,” Lee wrote, expressing his deep admiration for Chagee’s quest to modernize tea culture. Drawing parallels with coffee’s transformation two decades ago, Lee sees tea poised for a global renaissance.
Founded in 2019, Chagee has rapidly carved a formidable presence, operating 6,440 outlets worldwide by the end of 2024, an awe-inspiring 83% year-on-year growth. Its flagship delight, the Boya Jue Xian milk tea, alone crossed 230 million cups sold in just twelve months. Meanwhile, its Gross Merchandise Value (GMV) surged to RMB 29.5 billion (US$4 billion) in 2024, representing an explosive 173% rise over the previous year.
With a robust membership base of 177 million, Chagee’s focus on simplicity, authenticity, and operational excellence sets it apart from rivals who chase fleeting trends. Unlike competitors favouring fruit blends, Chagee remains true to its roots, excelling in milk teas and traditional Chinese brews, ensuring both quality and scalability.
For Zhang, a self-made entrepreneur without formal education, Chagee’s meteoric ascent is nothing short of legendary. His passion for elevating tea culture has transformed Chagee into a powerhouse brand, and with Lee’s marketing mastery, the brand now embarks on its next ambitious chapter: global domination.
As Chagee shifts from domestic stardom to worldwide recognition, the world watches eagerly, cup in hand.
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