CHAGEE fans’ favorite plushies are back! In celebration of International Friendship Day, CHAGEE is bringing back its Bes-Tea plushie collection with the local debut of its six new Bes-Tea Brew Crew. The six-piece blind box collection will be available at CHAGEE stores beginning July 29, while stocks last, ahead of CHAGEE Bes-Tea Day on July 30 CHAGEE’s very own celebration of friendship.
The Brew Crew marks a new generation of CHAGEE’s beloved plush merchandise, following the sold-out, overwhelming response to its Bes-Tea Plushies in October last year. New to the Bes-Tea family this year is a design detail made for sharing: hand-holding plushies. Every character is designed to connect with another, turning a single collectible into a matching set between best friends. Avid blindbox enthusiasts can collect their own crew, or split the set with friends.
Which Brew Crew Are You?
Drawing inspiration from tea blends and tools, the Brew Crew features six characters modelled on personalities that make up every friend group:
Tea Pot, “The Organiser” – keeper of the itinerary, maker of the reservations, sender of the “we’re still on for Saturday, right?” texts
Tea Cup, “The Listener” – always has room for one more of your stories, and keeps every secret safe
Tea Bag, “The Chill One” – perfectly happy just being in your company
BO•YA, “The Mediators” – the calm friend who smooths things over when the group chat gets a little too hot
Peach Oolong, “The Fun One” – sweet, full of surprises, and always the first to say yes
Tea Whisk, “The High Energy One” – the one who gets the whole crew excited and moving
Each Brew Crew plushie comes in a blind box, adding an element of surprise to every unboxing. Completing the collection:
Bes-Tea Brew Pot Pillow Plush – for carrying a little companionship (and a lot of tea) through everyday life
Build Your CHAGEE Store Sticker Set – for fans to create their own little CHAGEE store scene, complete with the Brew Crew, drinks, and decorations
Turning Tea into a Love Language
As collectible culture continues to thrive, CHAGEE is joining this emotional economy, where the products people love most are the ones that spark joy, nostalgia, and connection. Designed to be shared and enjoyed together, the Brew Crew encourages fans to collect, trade, and gift the characters as a celebration of friendship.
“We designed the Brew Crew to hold hands because that is what friendship really looks like — small, everyday ways of holding on to each other. The moments we cherish most are often the simplest: a five-minute catch-up, a shared drink, or a surprise gift,” said Christopher Tiong, Country General Manager CHAGEE Philippines. “Bes-Tea Day is our way of saying thank you to everyone who has shared those moments with us.”
Celebrating CHA Members on Bes-Tea Day
CHAGEE Bes-Tea Day is held alongside International Friendship Day. It celebrates friendships – and the bond between CHAGEE and its community of CHA members. Throughout the campaign, members can look forward to rewards, exclusive experiences, and playful collectibles that turn everyday tea moments into little acts of love:
Bes-Tea Membership Upgrades with enhanced member benefits throughout the campaign period
Daily Flash Redemption at 11:17 AM – members can redeem selected rewards at half the usual Tea Leaves, exclusively on the CHAGEE app, one redemption per member per day. (Worth setting an alarm for!)
CHAGEE Members’ Day every Wednesday throughout the campaign period – upgraded from the usual 15% to 20% off for CHA Explorer, CHA Pioneer, and CHA Master members via the CHAGEE app.
CHAGEE Bes-Tea Day App Exclusive Bundle, available exclusively on the CHAGEE app for one day only on 30 July, while stocks last.
Full details, dates, and mechanics for every item and member reward will be shared on CHAGEE’s official social channels and in the CHAGEE app.
As CHAGEE marks Bes-Tea Day, the brand celebrates the everyday moments that bring friends closer together. With the launch of Brew Crew, CHAGEE continues to inspire meaningful connections, reinforcing the belief that, like the best of teas, lasting friendships are built over time.
