The global expansion of the Chinese Tea Beverage Industry: The case of Chagee

This dissertation focuses on the Chinese beverage industry, with particular attention to Chagee (霸王茶姬 Bàwáng chájī), an emerging powerhouse in the global market. The goal is (i) to investigate the key aspects behind Chagee’s domestic and international success, and (ii) to evaluate a potential expansion into the developing European market. Acting as aniche player initially, Chagee has rapidly risen to prominence in the New Chinese Style Tea Beverage Industry, emerging as a true “dark horse” in a short time. Chagee mixes innovation and creativity in its products, by merging the traditional tea culture with modern consumption trends, and agile marketing strategies. By linking the academic theories on global market expansion to practical industry analysis of the supply chain efficiency, brand storytelling, and digital customer engagement, the study will also highlight the role of cultural flexibility, alignment with sustainability, and constant consumer connectivity in the development of transnational enterprises.