Jakarta, Indonesia, 4 September 2026 — CHAGEE, an international tea brand, introduces its Matcha Series featuring the iconic character from the timeless classic beloved across generations, The Little Prince. Crafted with care at every stage, the series preserves the pure taste of matcha while offering a new way for CHAGEE to make tea a simple everyday ritual that can be enjoyed more mindfully.
Today, more consumers are incorporating matcha into their daily routines — whether as a habit or as a brief moment to pause and unwind amid their busy schedules. Behind this growing ritual lies a simple desire to enjoy something authentic, thoughtfully crafted, and pure. CHAGEE’s Matcha Series is created to answer that need.
Available across Indonesia starting 4 September 2026, every cup of the Matcha Series is made using high-quality pure matcha, prepared with care at every step, just as CHAGEE approaches each of its tea creations.
From Leaf to Cup, Crafted with Care
At CHAGEE, every step is carried out with meticulous attention, from selecting the finest tea leaves to preparing each cup, ensuring the purity and natural character of the matcha are preserved.
It all begins with the first harvest of spring, when the tea leaves are still young and tender. Before harvesting, the leaves are grown under shade for more than 20 days. Reduced exposure to sunlight allows the leaves to develop gradually, resulting in a deeper green color while creating a fuller and richer flavor. This process gives the matcha its distinctive color and a smooth taste on the palate.
The tea leaves are then finely ground into powder with a fineness of up to 1,000 mesh. This level of refinement creates a smooth texture without any roughness or clumping. The result is matcha with a clean, fresh, and delicate flavor, allowing its natural character to shine through in every sip.
A New Interpretation of a Classic Creation
One of the highlights of the launch is the Lime Cheese Matcha Latte, available for a limited time. This creation combines smooth matcha with the refreshing aroma of lime and creamy cheese, creating a rich yet refreshing flavor combination. For those seeking a more indulgent experience, the drink is also available with a Cheese Cap, featuring a creamy and smooth cheese layer on top.
Through the Lime Cheese Matcha Latte, CHAGEE offers a new way to enjoy matcha for matcha lovers looking to try something different. The matcha base remains thoughtfully crafted, from the selection of the tea leaves to the preparation process. As with the other beverages in the series, matcha remains the defining character, while the flavors surrounding it bring a new dimension to the experience. The combination of lime and cheese adds a unique and refreshing touch.
“We start with the matcha itself and give it the care it deserves so that its original character can truly shine through in every cup. This belief in keeping matcha pure and authentic is what makes our collaboration with The Little Prince feel so natural. The story reminds us to hold on to the things that truly matter, and that is what we hope people can experience in every cup,” said Adinda Yozari, General Manager of CHAGEE Indonesia.
A Collaboration with The Little Prince
CHAGEE collaborates with The Little Prince, one of the world’s most recognized and beloved stories, to bring the spirit of the Matcha Series to life.
The collaboration is rooted in a simple connection. The Little Prince is a story about innocence, friendship, and rediscovering the things that truly matter. It invites us to see the world with a clear and sincere heart. The same spirit can be found in pure, simple, and authentic matcha. Through this shared spirit, CHAGEE hopes that each matcha creation can bring a little more calm and happiness into everyday life.
This spirit is also reflected throughout the campaign, from the stores and cup packaging to a specially designed collection of merchandise. Bringing together a world of stars, journeys, and small yet meaningful moments, the campaign invites people to pause for a moment amid a fast-moving world filled with distractions. A cup of matcha becomes a reason to slow down, appreciate the time and moments we have, especially when shared with loved ones.
The Matcha Series is available at all CHAGEE stores across Indonesia starting 4 September 2026. The launch is also accompanied by a selection of exclusive limited-edition merchandise.
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For further information, please contact:
Corporate Communication Erajaya Group
E: [email protected]
Katrina Khoe
CHAGEE
E: [email protected]