Singapore, April 2025 — Eugene Lee has been appointed as Vice President, Chief Marketing Officer for Asia-Pacific (APAC) at CHAGEE, a leading international tea beverage company. In his new role, Eugene will partner closely with CHAGEE’s global leadership to accelerate the brand’s international expansion and modernize the global tea experience.
Bringing over 17 years of extensive experience across marketing, commercial leadership, and brand strategy, Eugene’s appointment comes at a pivotal time as CHAGEE seeks to transform perceptions around tea, a beverage that, while globally consumed, has long lacked the trend-setting image enjoyed by coffee today. His mission will be to position tea as a cool, aspirational choice for modern consumers while further strengthening CHAGEE’s position as a pioneer and leader in the tea space.
Prior to joining CHAGEE, Eugene Lee built a distinguished career at McDonald’s, where he held several senior leadership positions over nearly 16 years. As International CMO (IDL), he oversaw commercial, business, and brand leadership for McDonald’s 80 master-franchised markets, generating over US$33 billion in annual revenue. Before that, as Regional CMO (Asia), he led the marketing and commercial success of more than 3,500 restaurants across some of the fastest-growing markets in Asia, including the Philippines, Hong Kong, South Korea, Malaysia, Indonesia, Thailand, and India.
Earlier in his tenure at McDonald’s Malaysia, Eugene served as Senior Director of Marketing, Strategy & Insights, where he played a key role in the turnaround of the Malaysian business, elevating McDonald’s to the #1 quick-service restaurant brand in the country. Across his various roles, he consistently demonstrated strong capabilities in building high-performing teams, driving brand growth, leading digital and customer experience transformations, and strengthening market competitiveness.
At CHAGEE, Eugene Lee will focus on driving brand elevation, commercial growth, and global consumer engagement initiatives across APAC. His passion for innovation, strategic marketing expertise, and commitment to redefining customer experience will be central to CHAGEE’s next phase of international growth.
Speaking about his decision to join CHAGEE, Eugene shared,
“I rushed to sign on the dotted line after meeting CHAGEE’s founder and getting a deep understanding of his vision and the company’s mission. CHAGEE’s mission to modernize the tea experience, elevate the category, and reinvent how customers perceive tea resonates deeply with me. I’m energized to drive brand and commercial growth internationally and to help make tea the cool beverage of the future.”
CHAGEE
Founded in 2017 in Yunnan, China — the hometown of tea — CHAGEE is a global tea beverage company with over 6,000 stores worldwide. Guided by its vision to connect everyone through a good cup of tea, CHAGEE blends innovation with traditional tea culture. The company remains committed to authenticity by using fresh dairy, real tea leaves, and ensuring all its beverages contain zero creamer and zero trans-fatty acids. CHAGEE is redefining modern tea culture while preserving the true taste of tea.
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