How CHAGEE built its seventh anniversary on Douyin around a simple tea toast

CHAGEE tied its seventh anniversary to the friendship theme “好朋友一直在一起” (good friends stay together) and made the toast its repeatable creative device. Under “#chagee随地大小碰#” (#CHAGEE spontaneous toasts anywhere#), creators placed 伯牙绝弦 (Boya Juexian, Boya Breaks the Strings) in everyday gatherings: close friends spending time together, couples, parents and children, weddings and comic conventions. Roleplay, lifestyle vlogs and comedy skits kept the scene ahead of the product placement. An offline celebrity-athlete party supplied the launch moment, while the product’s light, refreshing positioning and the brand’s Eastern tea-culture story supported the broader idea of companionship.

The campaign addressed urban young women who value friendship and everyday rituals, with tagged audiences also including urban white-collar women and Gen Z students. The anniversary friends’ party, pop-ups and store traffic provided the offline layer. There was no discount or direct purchase push: the intended action was topic participation, with emotional awareness taking precedence over conversion.