Marketing Connected
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Marketing Connected
Content360 PH: CHAGEE's localisation bet on Philippines' experience economy
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Born into the digital era rather than retrofitted for it, CHAGEE is betting that technology-led localisation - not simply aggressive expansion - will define whether global lifestyle brands can truly resonate in culturally nuanced markets such as the Philippines.
Speaking at the 2026 Content360 Conference in a fireside chat marking International Tea Day, Oliver Rabatan, deputy general manager and head of marketing and user operations at CHAGEE Philippines, outlined how the tea chain is approaching localisation not as a campaign layer, but as a structural business strategy.