CHAGEE Taps Laufey to Steep Modern Tea Culture in U.S. Market

LOS ANGELES, CA – April 20, 2026 – Modern teahouse brand CHAGEE is making a bold entrance into the competitive U.S. market, announcing a strategic partnership with two-time GRAMMY-winning artist Laufey as its first North American brand ambassador. The collaboration launches the brand's "A Sip of Time" campaign, a multi-faceted initiative designed to reposition tea not merely as a beverage, but as a mindful, experiential ritual.

The partnership will be celebrated with an exclusive, intimate performance by Laufey on May 2, marking the grand opening of CHAGEE’s new flagship location at one of Los Angeles's premier retail destinations, The Americana at Brand. This move signals a calculated strategy for the global tea giant, which already boasts over 7,300 locations worldwide, as it aims to capture the hearts and minds of American consumers.

A Harmonious Blend of Tradition and Modernity

At the core of the collaboration is a shared philosophy of slowing down in a fast-paced world. The "A Sip of Time" campaign invites consumers to step away from grab-and-go routines and embrace tea as a moment for connection and reflection. This ethos is a direct reflection of CHAGEE's mission to innovate on ancient traditions for a contemporary audience.

"Tea for us is about honoring tradition in a modern way and creating space to pause, reflect, and connect," said Emily Chang, CCO of CHAGEE, in a statement. "Partnering with Laufey, whose music and aesthetic resonate with consumers seeking presence and meaning, is a powerful way to introduce CHAGEE to the U.S."

The choice of Laufey is particularly strategic. The Icelandic-Chinese artist has cultivated a massive global following by masterfully blending classic jazz, classical music, and modern pop sensibilities. Her ability to make historical genres feel fresh and relevant to a younger audience mirrors CHAGEE's own ambitions. As Chang noted, "She is the defining voice bringing jazz to a new generation and CHAGEE is bringing the ritual of tea to a new generation."

For Laufey, the partnership is a personal one. "Tea has always been a quiet but meaningful part of my life, it's something that connects me to my family and my heritage," she stated. "Partnering with CHAGEE feels like a beautiful way to share that tradition through music and bring people together in a more intimate, intentional way."

Beyond the Beverage: Crafting an Experiential Brand

CHAGEE's U.S. strategy hinges on creating immersive experiences that differentiate it from the crowded field of beverage retailers. The brand is consciously moving away from a transactional model and toward one centered on atmosphere, culture, and community. The new location at The Americana at Brand, following another recent opening at Westfield Century City, is designed to be a physical embodiment of this philosophy—a design-forward space that encourages guests to linger.

The exclusive Laufey concert exemplifies this approach of "pairing retail growth with cultural programming," as the company describes it. The event offers fans a rare, up-close experience with the artist immediately following her world tour and high-profile appearances at festivals like Coachella. Access was not sold but unlocked exclusively through the in-store purchase of a "Laufey Tea Latte Bundle," a clever marketing tactic that drove foot traffic and created a direct link between the product and the cultural experience. The bundle itself, featuring two Boya Tea Lattes, is named after an ancient Chinese legend about a profound friendship forged through music, further weaving storytelling into the brand's identity.

This focus on creating sensory moments and meaningful narratives is how CHAGEE plans to build a loyal following. The "A Sip of Time" campaign is expected to extend beyond the launch event, incorporating storytelling across its physical and digital platforms to engage consumers in a sustained, resonant dialogue about mindfulness and modern tradition.

Laufey's Rising Influence as a Cultural Catalyst

CHAGEE is tapping into an artist whose influence extends far beyond the recording studio. With over 25 million social media followers, 8 billion global streams, and a string of sold-out shows at iconic venues from the Hollywood Bowl to Royal Albert Hall, Laufey has become a powerful cultural force. Her appeal lies not just in her virtuosic talent but in an authentic personal brand that champions artistry, sophistication, and a thoughtful approach to life.

This has made her a sought-after partner for a host of premium and heritage-minded brands. Recent collaborations include campaigns and product lines with Bose, Icelandic outfitter 66°North, jeweler Catbird, and fashion label Everlane. A partnership with Lexus, announced in March 2026, further solidified her status as a bridge between classic brands and a discerning Gen Z audience. Her ability to lend an air of timeless cool to her partners makes her an ideal catalyst for CHAGEE's U.S. launch, providing instant credibility and cultural relevance.

Her work with The Laufey Foundation, which supports youth music education, also adds a layer of purpose that aligns with brands looking to connect with consumers on a deeper level. This track record suggests the CHAGEE partnership is less a simple endorsement and more a strategic alignment of shared values.

Navigating the American Tea Renaissance

CHAGEE's expansion arrives at a pivotal moment for the U.S. tea market. Once dominated by bagged black tea, the industry is undergoing a significant transformation. The American tea market is projected to grow from its current valuation to $5.37 billion by 2033, fueled by a consumer base increasingly interested in health benefits, unique flavors, and premium experiences. Specialty teas now account for nearly a third of total sales, with green, herbal, and oolong varieties seeing rapid growth.

While the market includes established bubble tea giants like Kung Fu Tea and Gong Cha, CHAGEE is carving out a distinct niche. By focusing on the ritual of tea consumption and creating an elevated, lounge-like atmosphere, it targets a segment of the market seeking an alternative to both the quick-service bubble tea model and the standard coffee shop environment.

The brand's bet on a high-profile celebrity partnership follows a proven playbook in the beverage industry. From George Clooney’s Casamigos Tequila to Dwayne Johnson’s Teremana, celebrity-backed brands have demonstrated an ability to cut through a noisy market and build rapid brand awareness. By aligning with an artist as culturally resonant as Laufey, CHAGEE is making a significant investment in the belief that Americans are ready to embrace tea not just as a drink, but as a cornerstone of a more intentional lifestyle. The success of this campaign could very well set the template for how international brands court the next generation of American consumers.