KUALA LUMPUR, Aug 25 2026 International tea brand CHAGEE Malaysia is embracing the Merdeka spirit with “Kraf”, a nationwide campaign that pays tribute to the artistry of Malaysia’s handcraft heritage.
At the heart of the campaign is the launch of its limited-edition Seri Embun Vanilla Oolong Milk Tea, an inspired blend of Wuyi Da Hong Pao tea and Madagascar vanilla.
CHAGEE Malaysia general manager Eason Fang said the beverage was crafted to bring together two distinct flavour profiles in perfect harmony.
“With Seri Embun, we wanted two distinct flavours to sit together in one cup in refined balance. Wuyi Da Hong Pao brings depth, while Madagascar vanilla brings warmth. Achieving that harmony in every sip is what we’re most proud of,” he said in a statement.
The name “Seri Embun” captures the essence of radiance and fresh morning dew, while its Kraf inspiration reflects the artistry of uniting distinct elements into a harmonious whole.
CHAGEE Malaysia assures Muslim consumers that its teas are available at halal-certified outlets nationwide, with the halal status of each outlet verifiable through the Department of Islamic Development Malaysia (JAKIM) official directory.
As part of its Merdeka celebrations, CHAGEE Malaysia is hosting the CHAGEE Sip & Soar community kite gathering from Aug 24 to 27, running daily from 3 pm to 7.30 pm at Kepong Metropolitan Park.
The programme promises a line-up of festive activities, including a Seri Embun tasting booth, hands-on kite-making workshops, the interactive Kite Wind Challenge, and a large-scale community art activity.
The celebrations extend to selected outlets nationwide with the Layang-Layang Challenge, running until Aug 30.
Customers who purchase two Seri Embun drinks and sing or hum a flying-themed song alongside the CHAGEE team will receive a DIY layang-layang kit. Those who share photos of their decorated kites on social media also stand a chance to win exclusive Merdeka merchandise.
CHAGEE said 20 lucky winners will each receive a Vanilla Mini Soap set, a Diversi-tea Tumbler, and a CHAGEE kite.
The Kraf theme is also brought to life through a Malaysia-exclusive merchandise collection, where customers who purchase two large Seri Embun drinks on a single receipt will receive a complimentary Vanilla Mini Soap, while stocks last.
All Seri Embun orders will also be served in commemorative paper cups and thermal bags, specially designed to capture the spirit of the Merdeka season.
CHAGEE app members can look forward to additional Merdeka promotions throughout the campaign, which runs until Aug 31.
For more information, follow CHAGEE Malaysia on Instagram, Facebook and TikTok.
— BERNAMA
