Client: CHAGEE
Location: Los Angeles, CA
Role: Creative Director & Lead Experiential Producer for Pop Up Agency

To support the launch of CHAGEE’s first U.S. storefront, I produced the brand’s first-ever U.S. pop-up activation, introducing CHAGEE to the American market through a mobile, culture-led experience.

The project took the form of a 10-day pop-up tour across Los Angeles, designed to prioritize visibility, sampling, and direct consumer engagement in high-traffic, Gen Z–driven locations. The activation emphasized simplicity and consistency, positioning CHAGEE as an accessible, everyday ritual rather than a traditional retail moment.

A fully wrapped CHAGEE tea truck served as the primary touchpoint, making stops at five strategic locations including Broxton Brewery near UCLA. The experience centered on a single product—Jasmine BOYA milk tea—allowing for efficient sampling and clear product education while maintaining a streamlined guest experience.

Supporting elements included branded florals, a photo swing installation, and QR-code integration for immediate app downloads. These components were designed to encourage organic content capture and seamless conversion without disrupting guest flow.

This activation marked CHAGEE’s first physical brand presence in the U.S. market.

Impact:
• 10-day activation across 5 high-traffic locations
• 8,000+ foot traffic
• 7,500+ samples served
• 5,500+ new followers
• 1.6M+ social reach

Services provided:
• Creative direction and experiential design
• Mobile pop-up planning and execution
• Location strategy and route planning
• Full-scale event production
• Vendor sourcing and coordination
• Staffing and on-site management
• Guest flow and sampling logistics