CHAGEE Malaysian Market Cultural Adaptation Strategies Elevating Oriental Tea to Global Brand

Fengyuan Yang

2025

Abstract

With the saturation of China's new tea drinks market and the enhancement of China's economic strength and cultural influence, the new tea drinks into the age of naviga-tion, the Southeast Asian market by virtue of the multicultural background and a large Chi-nese population as well as a similar cultural background, has become the first station of the internationalization of the many new tea drinks out to sea. This study examines the localized marketing strategy and cultural adaptation of the new tea drink Chagee in Malaysia as an example. The study concludes that cultural adaptation is the key to successful market entry, product localization strategy is the foundation of brand market success, and market penetra-tion and promotion is the core path to ensure successful brand expansion. Therefore, the or-ganic combination of cultural adaptation, localized products and market penetration provides a clear internationalization path for China's new tea drinks, which can quickly help enterprises complete market penetration, enhance brand awareness and consumer loyalty, and establish sustainable competitive advantages through flexible product design and differentiated marketing strategies.

Paper Citation

in Harvard Style

Yang F. (2025). CHAGEE Malaysian Market Cultural Adaptation Strategies Elevating Oriental Tea to Global Brand. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 301-306. DOI: 10.5220/0013990600004916

in Bibtex Style

@conference{prmc25,
author={Fengyuan Yang},
title={CHAGEE Malaysian Market Cultural Adaptation Strategies Elevating Oriental Tea to Global Brand},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={301-306},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013990600004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - CHAGEE Malaysian Market Cultural Adaptation Strategies Elevating Oriental Tea to Global Brand
SN - 978-989-758-778-8
AU - Yang F.
PY - 2025
SP - 301
EP - 306
DO - 10.5220/0013990600004916
PB - SciTePress