Milk tea brand CHAGEE has renamed its global bestseller, jasmine green milk tea, to BO·YA in time for International Tea Day. Selling over 600 million cups annually, the drink remains unchanged but gains a deeper emotional story.
Inspired by the Chinese legend of Bo Ya and Ziqi, BO·YA symbolizes deep understanding and connection — values CHAGEE wants its customers to feel. “BO·YA reflects who we are. It’s more than a drink; it’s a shared moment,” said Eugene Lee, CHAGEE APAC’s CMO.
Though packaging stays the same, CHAGEE will promote the new name through menus, digital platforms, and a BO·YA magnet giveaway with purchases. The rebrand supports CHAGEE’s expansion across Asia and the U.S., shifting its focus from function to emotional experience.
“Our mission is to modernize tea culture with meaning and craft,” Lee added. “BO·YA helps us connect with customers on a deeper level — one cup at a time.”
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