Kuala lumpur: International tea brand CHAGEE Malaysia (CHAGEE) launched its limited-edition Matcha Series nationwide today through a special collaboration with the beloved classic The Little Prince.
According to BERNAMA News Agency, the collaboration showcases a range of matcha beverages and exclusive limited-edition merchandise inspired by The Little Prince's message of innocence, simplicity, and seeing the world with a clear and honest heart. CHAGEE Malaysia general manager Eason Fang emphasized that the values of simplicity and authenticity embodied by The Little Prince made it a natural fit for the collaboration.
Fang stated, "We wanted to stay true to what makes matcha special, taking the time to bring out its natural character in every cup. That same appreciation for simplicity and authenticity is what made The Little Prince such a natural fit for this collaboration. Its message of looking at the world with a clear and honest heart is something that resonates with CHAGEE, and we hope this collaboration brings a little joy and meaning to every moment people share over a cup of tea."
The Little Prince, written by Antoine de Saint-Exup©ry and first published in 1943, has sold more than 300 million copies worldwide and has been officially translated into more than 660 languages. The Matcha Series features beverages such as the limited-time Lime Cheese Matcha Latte, and the Lime Cheese Matcha Latte with Cap, while the Jasmine Matcha Pure Tea offers a blend of matcha and jasmine green tea.
In producing the series, CHAGEE ensured meticulous attention to every stage of the process, beginning with the season's first spring harvest. The young leaves, grown in the shade for over 20 days, develop a rich flavor, and are ground to an ultra-fine powder, resulting in a matcha that is clean and refined.
The collaboration also introduces exclusive merchandise like The Little Card, The Crown Headband, The Fox Sleep Mask, and more, obtainable through purchases at CHAGEE outlets or via the CHAGEE application. Items marked with an asterisk (*) are available exclusively through in-app purchases.
Additionally, CHAGEE will host Journey of the Heart at Pavilion Kuala Lumpur's Centre Court from Sept 21 to 27, from 10am to 10pm. Visitors can immerse themselves in the world of The Little Prince with free admission, participate in activities to earn rewards, join a DIY workshop, and sample the new Lime Cheese Matcha Latte.
The limited-edition beverage series and exclusive merchandise are available at all CHAGEE outlets starting today. As of August 2026, CHAGEE has over 7,000 outlets globally, with its Asia-Pacific headquarters in Singapore and a network spanning multiple countries including Malaysia and South Korea.