- CHAGEE named 2x Grammy-winning artist Laufey its first North American brand ambassador, tying her to the brand's "A Sip of Time" campaign as it accelerates U.S. expansion.
- To mark the partnership, CHAGEE will host an exclusive private performance by Laufey on May 2 at its newest U.S. location at The Americana at Brand in Los Angeles.
- Access to the concert was unlocked exclusively through an in-store Laufey Tea Latte Bundle, which included two Boya Tea Lattes and a red envelope with a QR code for a chance to win tickets.
- Prior to entering North America, CHAGEE built its ambassador strategy around regional sports icons and global athletes, including badminton legend Lee Chong Wei in Malaysia and Olympians such as tennis star Zheng Qinwen and swimmer Wang Shun.
CHAGEE, the premium Modern Teahouse brand, has named Laufey its first North American brand ambassador. The partnership centers on CHAGEE’s new “A Sip of Time” campaign, which frames tea as a lifestyle ritual rather than just a beverage.
The pairing makes cultural sense. Laufey’s Chinese-Icelandic heritage gives the collaboration an authentic pull, she’s noted that tea has long connected her to her family and heritage. CHAGEE’s campaign taps directly into that narrative.
For Laufey, this adds to a busy brand portfolio. She partnered with Lexus for a Miles Davis tribute campaign in March 2026 and recently collaborated with Etsy for a festival shop activation. She also has an ongoing partnership with fashion brand Everlane.
Laufey’s profile is at an all-time high after a widely praised Coachella 2026 set, where she performed backed by a jazz group, string quartet, and dancers.
Her album A Matter of Time debuted at No. 4 on the Billboard 200 and won Best Traditional Pop Vocal Album at the 68th Grammy Awards in February 2026. A deluxe edition of the album is out now, and her children’s book, Mei Mei The Bunny, dropped April 21.
For CHAGEE, Laufey marks a strategic pivot. The brand previously leaned on K-pop star Chenle of NCT Dream as a “Friend of CHAGEE” in Malaysia, but Laufey is its first Western music celebrity tie-up, signaling a deliberate repositioning for the U.S. market.
Takeaways
This deal is a smart convergence of aesthetics and identity. CHAGEE isn’t just selling tea, it’s selling a pace of life, and Laufey’s brand of slow, intentional, jazz-inflected artistry makes her one of the most credible messengers for that story.
The private concert mechanic tied to an in-store purchase is particularly sharp: it drives foot traffic, rewards loyalists, and generates buzz that pure advertising can’t replicate.
For a brand that’s still building U.S. name recognition, anchoring a campaign to an artist fresh off Coachella and a Grammy win is a high-leverage move.
Is Laufey becoming the go-to ambassador for heritage-forward brands trying to reach Gen Z? Does CHAGEE’s “concert as exclusive reward” activation model set a new template for beverage brand launches in the U.S.?
