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Behind CHAGEE’s modern refresh lies a quieter shift: the growing influence of frontline teams on how the brand looks, feels, and celebrates its people. Ronnie Xu, Head of HR and Li Simeng, Director of Branding and Marketing reveal how these insights are shaping culture across its markets.
Over eight years, CHAGEE has grown from a young F&B brand into a regional name with a more refined identity and a clearer sense of purpose. Much of this evolution has been guided not by aesthetics alone, but by the people who form the backbone of the business — its frontline teams.
In conversation with Sarah Gideon, CHAGEE APAC's Ronnie Xu, Head of HR and Li Simeng, Director of Branding and Marketing, reflect on how uniforms, appreciation efforts, and recent rebranding initiatives are shaping a more cohesive, comfortable, and human-centred experience across the brand's markets.
A uniform designed to support, not restrict
Xu shares that the latest revamp to the company's uniform was shaped by very down-to-earth needs.
"We wanted the uniform to support our teams, not restrict them," she explains. "We improved the fabric so it feels lighter and more comfortable for long hours, and we adjusted the cut so people can move easily."
Simple accessories were also added to mix and match so that store partners may add small touches of personal expression — what she notes are "our way of making our uniforms a little less... uniform. Many of them told us they enjoy having this small freedom. It helps them feel more confident at work."
These changes aren’t cosmetic. The leader tells us: "A uniform may look like a small thing, but when someone wears it every day, it matters. If it is comfortable and looks good, people feel more confident. It gives a sense of teamwork, unity and pride in the brand.
"When employees feel cared for in these daily details, it helps them feel more positive about their job. This plays a small but meaningful role in morale and retention," she affirms.
Building recognition around real needs and real voices
The ‘CHAGEE Together’ philosophy — balancing shared purpose with individual recognition — is reflected in both design and culture. Teams across markets voiced the same priorities: cooler materials, flexible cuts, and useful pockets.
"Some also asked for small accessories so they can personalise their look," Xu adds.
It was imperative that the brand kept a consistent core whilst allowing small variations helped CHAGEE build regional alignment without overlooking cultural nuances. "When employees feel cared for in these daily details, it helps them feel more positive about their job. This plays a small but meaningful role in morale and retention."
That sentiment also shapes appreciation efforts. When asked for some examples of how these appreciation and recognition initiatives have been tailored to different markets or stores, Xu highlights one example, the Victory moment celebration, of which at the of the first day of the brand's grand opening, "the team gathers for a short celebration to thank everyone for their effort."
In addition to this, each store partner will be presented a gift on their one-year anniversary to show appreciation for their hard work.
"For our recent eighth anniversary, we prepared special CHAGEE items for our store partners. It was a simple way to show our appreciation for their hard work."
"We continue to create small initiatives throughout the year to recognise our teams. This can include appreciation days, small team gatherings, thank you messages from leaders, or celebrating festivals together," Xu adds.
"Each market chooses what works best for their teams. The aim is always to make our store partners feel valued and supported."
Listening as a continuous practice, not a project
Xu emphasises that strengthening a people-first culture is an ongoing journey. Regular surveys and on-ground feedback loops feed directly into improvements.
She shares an example: CHAGEE's uniforms were once white, but employees shared how easily they stained during tea preparation.
"Because of this feedback, we introduced a tea coloured uniform option that is more practical for daily work. This also gives our store partners more choices to mix and match, so they can express their individuality in a simple and comfortable way."
Looking ahead, Xu sees more emphasis on training, growth opportunities, and consistent recognition. “We want every person to feel proud to be part of CHAGEE,” she concludes.
A rebranding shaped by the people who wear it
While HR focuses on experience, Li brings in the design lens, as she highlights how frontline teams played a central role in shaping the refreshed look.
"Our frontline teams work with customers every day, so their input was very important. We asked them what feels comfortable, what looks good, and what helps them work better. Their feedback guided many parts of the new uniform and accessories," she says.
"This helped us make sure the look is modern and simple, and that it fits the needs of different teams. Because the ideas came from real feedback, the rebranding feels natural across all markets."
Keeping a unified regional identity has been key — uniforms and accessories remain consistent everywhere — but store environments, merchandise, and local storytelling add room for cultural familiarity.
A brand experience that extends to talent attraction
When it comes to branding, Li points out how it is not only outward facing, but also an internal matter. "Marketing is not only for customers. It is also for people who may want to join us in the future. When someone sees our stores, our uniforms, or our campaigns, they form an impression of who we are as a company."
When teams feel confident, she adds, they create a better experience for customers. At the same time, when potential employees see this, they can feel that CHAGEE is a place that respects and supports its staff. This, in turn, allows potential employees to feel that CHAGEE is a place that respects and supports its staff.
"This is how the initiative supports our employer brand. It helps us stand out in a competitive F&B space by showing that our people are a core part of the CHAGEE identity."
In that vein, both leaders were asked to name a tea on CHAGEE's menu that best described the spirit of its employer brand. The answer was a simple for them: The BO·YA Jasmine Green Milk Tea.
For Xu, the story behind BO·YA resonates strongly with the brand's core values. To her, it tells the story of profound friendship, understanding, and the pursuit of genuine connection — much like how CHAGEE believes in bringing people together over tea and fostering a sense of togetherness.
"This embodies our belief in building meaningful relationships, both with our customers and within our team."
Li shares a similar sentiment, believing that with the name of the tea coming from a story in Chinese culture about friendship and understanding also reflects reflects the idea of connecting with others through tea. "This spirit is very close to what we want for our teams," she says.
"At CHAGEE, we hope our employees feel supported, understood, and connected to one another. BO·YA represents this feeling. It is not only a tea. It is a symbol of friendship and shared goals, which is the heart of our employee brand, she affirms.
Photo / Provided
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