CHAGEE’s Chrysanthemum Tea Gets Playdate Collectibles

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In this article: illustrated tea merchandise, a playful camera collectible, and a week of shared experiences.

A cup of chrysanthemum tea is a familiar sight in Singapore, but CHAGEE has given the drink a more playful visual identity. Oversized daisies, warm orange skies and small illustrated characters turn everyday tea packaging into a collectible canvas.

For its chrysanthemum series launched on October 12, the tea chain worked with Singapore illustrator Lauren Cheung, known as Dirty Doodies, on cups and merchandise. As Marketing-Interactive reported, the work anchors the #FindYourCHAGEEPlaydate campaign and an experiential pop-up at The Star Vista.

Illustrated tea cups become portable keepsakes

Cheung’s designs build on a familiar floral ingredient rather than borrowing a character franchise. The artwork uses chrysanthemums, sunny tones and whimsical figures to connect the tea’s flavour to the campaign’s idea of everyday play.

The illustration system appears across the drinks and limited-edition merchandise, including embroidered magnets and a jelly pouch. This makes the visual identity tangible: customers encounter the same cheerful design on a cup, then on accessories they can keep after the drink is finished.

A miniature camera extends the playful theme

Among the merchandise, a golden mini digital camera makes the clearest connection between the campaign’s artwork and its invitation to spend time with friends. Its compact form and floral decoration make it a designed keepsake rather than a standard promotional giveaway.

The camera also gives the activation a practical storytelling device: the playdate can be documented as well as experienced. According to Great Deals Singapore, the Golden Mini Digicam Bundle is scheduled for October 16, although its pricing and redemption mechanics were not disclosed in that report.

A pop-up brings the illustrations to life

CHAGEE’s pop-up runs from October 12 to 18 at The Star Vista, translating the illustrated world into an adult-friendly playground. Visitors are encouraged to reconnect with someone, take part in playful activities and capture a moment together.

Sections include Find Your Kaki, Play Like You Used To, Get A Little Silly and Catch The Moment. The last area encourages participants to leave with a keepsake, while the campaign hashtag provides a way to share the experience beyond the venue.

The campaign accompanies chrysanthemum milk tea and brewed tea made with Hangzhou white chrysanthemum and golden peony black tea. The beverage supplies the seasonal product story, while the artwork and pop-up provide reasons to engage beyond a single purchase.

What marketers can learn from CHAGEE’s playdate

CHAGEE shows how a product ingredient can become a coherent visual system. By commissioning a local illustrator, the brand gives the same design language to packaging, accessories and an event rather than treating each as a separate promotional asset.

The commercial logic is in extending the occasion: merchandise encourages collection, a camera supports memory-making and a pop-up creates a reason to meet in person. These are complementary ways to make a seasonal beverage relevant beyond its taste.

Available reporting details the launch and merchandise, but does not establish sales or engagement results.

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