International tea brand CHAGEE is teaming up with one of literature’s most beloved figures—Antoine de Saint-Exupéry’s The Little Prince. The result is a whimsical, thoughtfully crafted Matcha Series that serves as a gentle reminder to slow down, be present, and see the world with a sincere heart.
At the core of this regional campaign is the message of innocence and simplicity that The Little Prince has championed since 1943. Just as the young prince tended carefully to his single, beloved rose, CHAGEE approaches its matcha with an almost poetic dedication.
The magic of this series starts long before the tea reaches your cup. CHAGEE’s matcha is crafted from the first harvest of spring, using young, tender leaves. To achieve that rich, umami flavor and vibrant green hue, the tea plants are shade-grown for over 20 days prior to harvesting. This traditional method boosts the amino acids responsible for matcha’s signature smooth sweetness.
After harvesting, the leaves are stone-ground to an incredibly fine 1,000 mesh. This exactness ensures that every sip is perfectly smooth, free from any powdery roughness or clumping, letting the natural character of the pure matcha shine.
Whether you are a matcha purist or an adventurous foodie, the new menu—available across regional branches in Indonesia, Malaysia, the Philippines, Singapore and Vietnam—has a little something for everyone: the Signature Matcha Latte is a balanced, creamy classic that can be enjoyed hot or over ice; the Jasmine Matcha Pure Tea is for those looking for a lighter, more aromatic drink that combines soft, floral jasmine notes with the deep, earthy richness of the matcha base; the Lime Cheese Matcha Latte is a limited-time creation that offers a contrast of flavors, blending smooth matcha with the zesty, refreshing aroma of lime, which can be topped with an optional creamy cheese cap for an indulgent finish; and the Erajaya Chocolate Cookie Matcha Frappe is an ice-cold treat that folds decadent chocolate cookie bits into a creamy matcha frappe.
Chagee x The Little Prince Merch | Images from Chagee
Of course, a collaboration with The Little Prince wouldn’t be complete without limited edition merch. The iconic character, famously depicted in his green attire, is the perfect mascot for the matcha scene. CHAGEE has fully embraced the whimsical universe of stars, journeys, and small moments, dressing up their stores and packaging in gorgeous, storybook-inspired designs. Fans of the novella and tea lovers alike will also want to keep an eye out for exclusive bundles that come with merch like the Crown Headband, the Fox Sleep Mask, the Stardust Tote Bag, and the Green Wonder Tumbler.
The CHAGEE x The Little Prince Matcha Series is now available at CHAGEE outlets across Southeast Asia.