CHAGEE x The Little Prince | The Story Behind 2026’s Most Talked-About Matcha Collaboration

There’s a particular kind of charm in watching a beloved children’s classic turn up somewhere you’d least expect it: printed on a paper cup. That’s the trick CHAGEE has pulled off this September, joining forces with The Little Prince for a limited run of matcha drinks, collectible merchandise and pop-up experiences stretching from Kuala Lumpur to Singapore. Launched on 4 September 2026, the tie-in leans into the fable’s soft-spoken wisdom, that the things worth noticing are usually the small ones, and dresses up an ordinary cup of green tea as something genuinely worth the queue.

The Numbers Worth Knowing

Why a French Fable and a Tea Chain Make an Odd Sort of Sense

On paper, pairing a decades-old European story about a stranded pilot and a golden-haired prince with a matcha menu sounds like a stretch. In practice, the logic holds up rather nicely. CHAGEE’s Malaysia General Manager, Eason Fang, has pointed to the shared ground between the two: a belief that simplicity and honesty matter, and that slowing down long enough to notice the small stuff is no bad thing. That sentiment, threaded through Antoine de Saint-Exupéry’s original tale, gives the brand something more interesting to sell than just another seasonal flavour.

Over in Singapore, CHAGEE’s chief executive, Lawrence Wen, has framed the thinking in similar terms: keep the matcha itself pure and unfussy, and let the storytelling do the heavy lifting around it. It’s a sensible division of labour. The drink stays the star. The fable simply gives it a better stage.

What’s Actually New on the Menu

Most of the lineup will feel familiar to regulars: the Signature Matcha Latte, Jasmine Matcha Pure Tea and, in Singapore, a Chocolate Cookie Matcha Frappe. The genuine newcomer, and the one doing most of the talking, is the Lime Cheese Matcha Latte.

It’s an unusual combination on paper: smooth matcha, sharp lime and a creamy cheese layer, built to sit somewhere between refreshing and indulgent rather than tipping fully into either camp. Those who want the richer end of that spectrum can order it with a Cheese Cap, a soft, creamy topping that turns the drink into something closer to dessert than afternoon pick-me-up.

None of it would land, of course, if the matcha underneath weren’t up to scratch. CHAGEE has been fairly candid about the process behind it:

• Leaves are picked during the first spring harvest, considered the most tender of the year
• They’re grown in shade for over 20 days before picking, which deepens the colour and rounds out the flavour
• The final grind reaches 1000 mesh, fine enough that there’s no gritty or powdery texture left in the cup

Whether that level of detail changes how a drink tastes is up for debate. What it does do is give the brand a story to tell beyond “it’s matcha, and it’s nice.”

Merchandise That’s Built to Be Collected, Not Just Given Away

Little Prince fans, and there are plenty of them well into adulthood, tend to be the sort who’ll happily queue for a keyring. CHAGEE seems to know this. In Singapore, the merchandise line includes:

• A crown headband and a fox sleep mask, offered as a gift with two selected matcha purchases
• A green tumbler, a stardust toiletry bag and a stardust luggage tag, all available to bundle with matcha orders
• Note the timing: the fox sleep mask and stardust toiletry bag don’t actually arrive until 11 September, a week behind the rest of the launch

It’s a small detail, but a smart one. Staggering the merchandise gives fans a reason to come back rather than clearing everything out in one visit.

Journey of the Heart: Malaysia’s Ticket Into the Story Itself

If the merchandise is for keeping, “Journey of the Heart” is for experiencing. Running from 21 to 27 September 2026, between 10am and 10pm, at Pavilion Kuala Lumpur’s Centre Court, the activation is free to join, a stone’s throw from the shopping centre’s usual foot traffic, and open to anyone who registers through the CHAGEE App and follows the brand’s social accounts.

Once inside, there’s plenty to keep visitors occupied:

• Three activity stations offering vouchers and merchandise as rewards
• A DIY workshop where guests can craft their own Little Prince-inspired keepsake, though slots are limited each day, so early arrivals have the advantage
• A dedicated tasting booth pouring the Lime Cheese Matcha Latte for anyone curious enough to try before they buy

Ordering From the Sofa: foodpanda’s Slice of the Campaign

Not everyone fancies a trip to Pavilion, and CHAGEE hasn’t left those customers out. Throughout September, foodpanda is running its own set of promotions layered on top of standard delivery and collection:

• 4–10 September: a spin-the-wheel game inside the app, with prizes ranging from merchandise up to gold coins and an iPad
• 7–16 September: an extra 10% off Little Prince Bundles, stackable with SYOK vouchers on orders of RM35 or more
• 4–30 September: every RM50 spent on CHAGEE through foodpanda earns an automatic entry into a lucky draw for an iPhone
• Roving truck pop-ups and in-store activations continuing across the month, details posted on foodpanda’s own social channels

foodpanda’s Director of Commercial, Jenny Tay, has spoken of wanting the partnership to add genuine value rather than simple convenience, while CHAGEE’s Steff Yong has described the collaboration as another way of getting tea into people’s everyday routines without much fuss involved.

Two Cities, Two Rather Different Playbooks

Here’s where things get genuinely interesting for anyone watching CHAGEE’s wider strategy rather than just its drinks. Malaysia’s earlier matcha push this year was community-first through and through: a kite-flying gathering at Kepong Metropolitan Park, a TikTok challenge under the #MatCHAGeng banner, and eventually a reformulated “Matcha 2.0” range shaped directly by customer feedback gathered via QR codes.

Singapore, by contrast, is taking the narrative-led route with The Little Prince, building an emotional world around the product rather than crowdsourcing it. Neither approach is wrong. They simply reflect different assumptions about what makes each market tick, one leaning on participation, the other on storytelling.

Last Sip

Strip away the fairytale branding and CHAGEE is still selling the same thing it always has: a cup of matcha. What’s changed is the packaging around it, quite literally, and the reasons customers now have to care beyond taste alone. Whether a crown headband and a fox sleep mask are enough to justify a special trip is, as ever, down to the individual. Judging by how quickly similar collaborations tend to sell out elsewhere, plenty of people will decide it is.

Quick-Fire Questions

What exactly is the CHAGEE x The Little Prince collaboration? 

A limited-edition matcha campaign combining new drinks, themed merchandise and pop-up experiences, inspired by the classic story and launched on 4 September 2026 across Malaysia and Singapore.

Is there a new drink, or just repackaged old ones? 

There’s a genuine newcomer: the Lime Cheese Matcha Latte, available with an optional Cheese Cap, sitting alongside CHAGEE’s existing matcha range.

Can Malaysians order it without leaving the house? 

Yes. foodpanda is handling delivery and pickup throughout September, with its own set of app-exclusive promotions running alongside CHAGEE’s in-store campaign.

What’s happening at Pavilion Kuala Lumpur? 

“Journey of the Heart” runs from 21 to 27 September, 10am to 10pm, offering free activities, a keepsake workshop and a tasting booth for anyone who registers via the CHAGEE App.

What merchandise should I look out for? 

Expect a crown headband, fox sleep mask, tumbler, toiletry bag and luggage tag, most tied to specific purchase bundles and, in a couple of cases, a slightly delayed release date.

Why does Singapore’s campaign feel different from Malaysia’s? 

Malaysia’s earlier launch was built around community participation and feedback; Singapore’s leans on storytelling and emotional branding through the Little Prince tie-in.

Will this range stick around after September? 

No indication of that so far. Everything described here, from the drinks to the merchandise, is being positioned as limited-edition and time-bound.