CHAGEE TEA TRUCK ACTIVATION
Time 2025
Location Los Angeles, CA
Role Project Manager
Project Management, Influencer Campaign
Event Management, Brand Localization
In April 2025, CHAGEE’s “Essence of Eastern Tea” Truck Activation in Los Angeles, marking the brand’s strategic debut in the U.S. market. Centered around five iconic city landmarks, the campaign spotlighted CHAGEE’s signature drink — the BOYA Tea Latte — and ignited a cultural wave celebrating the elegance of Eastern tea aesthetics.
Goals
Introduce CHAGEE to the U.S. market and build early brand awareness in Los Angeles
Amplify reach through influencer content and social media engagement
Drive product trial through an interactive tea truck activation across key city landmarks
Position CHAGEE as a modern tea brand inspired by Eastern tea culture
01
Hit 5 locations including Santa Monica, Venice, Westwood/UCLA, Culver Steps, and Sawtelle JapanTown.
02
Served Jasmine BOYA milk tea exclusively to streamline sampling and brand messaging.
03
Mix of newcomers and loyal fans — many international visitors already knew and loved CHAGEE from abroad
04
Tour supported by a citywide Wild Posting® campaign with 5.88M+ impressions
05
Total 5,278 CHAGEE App Sign ups
Event Highlights
Influencer
Campaign Data
Total secured 41 influencers attend the event in-person and create social contents across Instagram & TikTok tagging CHAGEE
7K
Likes
5K
Shares & Saves
406.55K
Reach
27K
Comments
