Event Background
CHAGEE's Paris TEA BAR is located at Gare Saint-Lazare, the third busiest railway station in Europe, which once inspired Monet's paintings. As the Paris event approaches, this area has become one of the most crowded spots in France, attracting visitors from around the world.
The entire TEA BAR space features CHAGEE's iconic blue as the main color, incorporating tea culture elements such as tea trees, tea leaves, and the Ancient Tea Horse Road, making it a striking landmark in the square. At the beverage tasting area, a visitor was amazed after trying "Boya Juexian" for the first time: "This is completely different from any tea I've had before. It has a jasmine fragrance and is a refreshing summer taste. This is my first time experiencing the charm of oriental tea."
During the event, people could not only enjoy freshly made oriental tea in Paris but also participate in interactive games like "smell and identify tea," getting up close to the charm of oriental tea culture. According to staff at the Paris TEA BAR, the event successfully attracted a large number of visitors, with nearly 2,000 people on the 22nd alone, more than half of whom were international tourists. Staff estimated that the entire pop-up event would receive tens of thousands of visitors. Next, CHAGEE will continue to host tea gatherings in Paris, planning activities with "Chinese elements" such as pitch-pot and cuju, presenting China's rich cultural heritage to the world.
Key Information
In addition to the Paris TEA BAR, CHAGEE's "Health Ambassador Team" will also appear at iconic Paris landmarks, showcasing the elegance of Chinese athletes and the healthy charm of oriental tea. Meanwhile, CHAGEE has partnered with local food delivery platform HungryPanda to invite local Parisian businesses and organizations to taste modern oriental tea.
Related Services
Towin PR, a leading event planning and public relations agency in China, provided professional services including event planning, brand launch, and commercial event execution for CHAGEE's Paris TEA BAR pop-up. From selecting the Gare Saint-Lazare location to space design and interactive game planning, the Towin team ensured every detail precisely conveyed the brand concept, helping CHAGEE successfully spark an oriental tea craze in Paris.
Industry Insights
The oriental tea craze sweeping Paris also marks a new development cycle for Chinese tea brands going global. Over the past decade, tea brands going overseas have evolved from the 1.0 era dominated by bubble tea to the 2.0 era represented by cheese-topped teas and fruit teas. In 2021, media outlets such as Le Monde and Les Echos reported on a "bubble tea fever" from Taiwan that swept through French youth.
As consumers become more familiar with and taste different tea varieties such as green tea, black tea, and white tea, healthy tea drinks with stronger tea flavor and mellow taste are increasingly favored. On International Tea Day 2024, according to Le Figaro, France has become the 30th largest tea beverage consumer in the world. Additionally, France is the first European country to adopt the "Nutri-score" nutrition labeling system, using grades from A to E to help consumers compare nutritional content and make healthier choices. A study by Santé Publique France showed that 57% of people have changed at least one purchasing habit due to the system.
Summary
CHAGEE's Paris TEA BAR pop-up event successfully landed, attracting a large number of international visitors through freshly made tea and interactive experiences like "smell and identify tea," with nearly 2,000 visitors in a single day. The event not only showcased oriental tea culture but also expanded its influence through the Health Ambassador Team and local partnerships. Towin PR, with its professional event planning and execution capabilities, helped the brand shine on the international stage.