Former McDonald's marketer Eugene Lee joins Chagee as APAC CMO

Chagee, the fast-growing Chinese milk tea brand, has named Eugene Lee, former international chief marketing officer (IDL) at McDonald’s, as its VP and chief marketing officer for APAC. Lee’s decision to join Chagee follows his departure from McDonald’s in March, where he spent 15 years rising through the ranks to lead marketing across 80 global markets.

In a LinkedIn post announcing the move, Lee expressed admiration for Chagee's mission to modernise tea culture and elevate its global perception. He credited a meeting with Zhang Junjie, Chagee founder, as the turning point. “I rushed to sign on the dotted line after gaining a deep understanding of his vision and the company’s mission,” Lee wrote. He writes about the parallels between tea’s current status and coffee’s transformation two decades ago, when global brands turned it into a trendy, aspirational product.

At Chagee, Lee will focus on accelerating international growth, driving marketing initiatives in key regional markets, and enhancing consumer engagement. His experience in balancing global strategy with local insights at McDonald's will be instrumental in helping the tea brand scale its operations while maintaining its brand identity.

Founded in 2019, Chagee has rapidly established itself as a disruptor in the global tea market. By the end of 2024, the brand operated 6,440 outlets globally—a remarkable 83% year-on-year growth. Its gross merchandise value (GMV) reached RMB 29.5 billion (US$4 billion) in 2024, a 173% increase from the year prior, with each outlet selling an average of 52,000 cups per month. Chagee now boasts a membership base of over 177 million consumers. On April 17, the company went public on Nasdaq, closing its first trading day with a 16% rise in share price and a market valuation of US$5.95 billion.

Chagee's Nasdaq launch

The brand’s success stems from its focus on simplicity, quality, and operational efficiency. Unlike competitors that emphasise fruit teas, Chagee has carved out a niche with its milk tea and original Chinese tea offerings. This streamlined product strategy has enabled rapid scalability and ensured consistent quality across its outlets. Its flagship product, Boya Jue Xian milk tea, has sold over 230 million cups in just one year. 

For Zhang, Chagee's 32-year-old founder, the company’s sharp ascent represents a remarkable achievement. Lacking formal education, Zhang built Chagee from the ground up, driven by his vision to elevate the tea culture and establish the brand as a global leader.

Lee’s appointment comes at a time as Chagee transitions from domestic dominance to a global tea powerhouse.