✦Apply this article to your workGet personalised takeaways tailored to your role and goals↓
A tiny tea truck with CHAGEE’s blue cup perched on top looks like a miniature version of a shop on wheels. Beside it is a brick-built drive-thru kiosk. They are not new stores, but collectibles based on two ways customers already encounter the tea brand.
CHAGEE Malaysia has introduced the Brick Series for its ninth anniversary, translating familiar retail formats into buildable merchandise. The two-model release became available on November 4, 2026, according to Marketing-Interactive.
In this article: The miniature designs, the blind-box release, and what retail-inspired collectibles can do for a beverage brand.
A tea truck and kiosk, built brick by brick
The Drive-thru kiosk kit contains 179 pieces, while the Tea truck contains 174. Both use colorful bricks and feature the blue CHAGEE cup, turning a recognizable element of the brand’s everyday storefronts into a small construction project.
Rather than putting a character or a logo on another tumbler, CHAGEE has made its own places part of the design. The choice gives customers something to assemble and display, while the cup on top helps identify the miniature buildings as CHAGEE touchpoints.
Tea brand CHAGEE is serving more than just drinks this season. Its new limited-edition “Bes-tea” plushie campaign is now live in Singapore, Malaysia, and Thailand.
ContentGrip
The blind-box twist
The merchandise arrives in blind packaging. Buyers do not know whether their box contains the kiosk or the truck until they open it, adding an element of surprise to a product that already invites hands-on participation.
The format is familiar territory for CHAGEE. The brand previously released Bes-tea plushies, while a separate Malaysia-themed magnet series used collectible objects to spotlight local landmarks. The new kits change the material and subject: instead of a plush companion or a place outside the business, customers build a miniature piece of CHAGEE itself.
Marketing-Interactive reported that CHAGEE Malaysia views the launch as a thank-you to customers during its anniversary month. The company said customer response would help inform whether it extends the series. No expansion plan or sales figure has been announced in the report.
When store design becomes merchandise
The truck and drive-thru kiosk are useful choices because they are already part of how the brand appears in public. Reproducing them as small models keeps the visual identity consistent while changing its role from a place to purchase tea into something customers can keep.
It also offers more interaction than a conventional printed souvenir. The buyer must open the mystery box, sort the pieces and complete the model before displaying it. Each action gives the product a place in the customer’s experience beyond the initial transaction.
What marketers can learn from CHAGEE’s brick series
CHAGEE’s brick series shows how a brand can treat its physical retail environment as a design asset. A distinctive truck, kiosk or cup shape can become the foundation of a collectible without requiring an unrelated licensed character. Making the object buildable adds a participatory layer to otherwise familiar branding.
Blind-box packaging creates a reason to discover and potentially collect both designs, but the commercial outcome remains unproven. The more defensible lesson is creative: when a recognizable part of the customer journey becomes the merchandise, the product can carry the brand story into people’s homes.
This article is produced by ContentGrow. We’re building branded media outlets for B2B companies. Interested in learning more? Learn more.
