CHAGEE turns International Friendship Day into CHAGEE Bes-Tea Day with six plushie friends plus a full line-up of Bes-Tea Day treats for CHA members
CHAGEE fans’ favorite plushies are back! In celebration of International Friendship Day, CHAGEE is bringing back its beloved Bes-Tea plushie collection with the local debut of six new Bes-Tea Brew Crew members.
The six-piece blind box collection will be available at CHAGEE stores beginning July 29, while stocks last, just in time for CHAGEE Bes-Tea Day on July 30—CHAGEE’s own celebration of friendship.
The Brew Crew represents a new generation of CHAGEE’s popular plush merchandise, following the overwhelming, sold-out response to the Bes-Tea Plushies in October last year. This year’s collection comes with a special detail designed for sharing: hand-holding plushies!
Each character is designed to connect with another, turning a single collectible into a matching set for best friends. Blind-box fans can collect the entire crew—or split the set with their favorite people.
Which Brew Crew Are You?
Inspired by tea blends and brewing tools, the six Brew Crew characters represent the personalities found in every friend group:
Tea Pot — “The Organiser”
The keeper of the itinerary, maker of reservations, and sender of the classic “we’re still on for Saturday, right?” message.
🍵 Tea Cup — “The Listener”
Always ready for one more story—and always trusted to keep every secret safe.
Tea Bag — “The Chill One”
Perfectly happy simply being around the people they love.
BO•YA — “The Mediators”
The calm friends who know how to smooth things over when the group chat gets a little too heated.
Peach Oolong — “The Fun One”
Sweet, full of surprises, and always the first to say yes to an adventure.
Tea Whisk — “The High Energy One”
The friend who gets the entire crew excited, energized, and ready to move.
Each Brew Crew plushie comes in a blind box, making every unboxing a fun surprise.
Completing the collection are:
Bes-Tea Brew Pot Pillow Plush — a cuddly companion for carrying a little friendship—and a lot of tea—through everyday life.
Build Your CHAGEE Store Sticker Set — lets fans create their own miniature CHAGEE store scene complete with Brew Crew characters, drinks, and decorations.
Turning Tea Into a Love Language
As collectible culture continues to grow, CHAGEE is tapping into an emotional economy where the products people treasure most are those that spark joy, nostalgia, and connection.
Designed to be collected 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
Held alongside International Friendship Day, CHAGEE Bes-Tea Day celebrates friendships—and the special 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
Enjoy enhanced member benefits throughout the campaign period.
Daily Flash Redemption at 11:17 AM
Members can redeem selected rewards for half the usual Tea Leaves, exclusively through the CHAGEE app. Limited to one redemption per member per day—definitely worth setting an alarm for!
CHAGEE Members’ Day Every Wednesday
CHA Explorer, CHA Pioneer, and CHA Master members can enjoy an upgraded 20% off, up from the usual 15%, via the CHAGEE app throughout the campaign period.
CHAGEE Bes-Tea Day App Exclusive Bundle
Available exclusively through the CHAGEE app for one day only on July 30, while stocks last.
Full details, dates, and mechanics for each item and member reward will be announced through CHAGEE’s official social channels and the CHAGEE app.
As CHAGEE celebrates Bes-Tea Day, the brand shines a spotlight on the everyday moments that bring friends closer. With the launch of the Brew Crew, CHAGEE continues to inspire meaningful connections and reinforce a simple belief: like the best teas, lasting friendships are built over time.
