커피공화국에 도전장…中 차지, '밀크티계 스타벅스' 될까 [현장+]

The entry of CHAGEE, a NASDAQ-listed Chinese premium tea brand, into South Korea signals a strategic shift from mass-market bubble tea to high-end lifestyle experiences led by former Starbucks executives. This move challenges the coffee-dominated beverage market by introducing standardized premium tea systems and immersive spatial designs, reflecting the growing influence of 'experience consumption' in the regional F&B landscape.