Project location: Los Angeles, CA · Project context: 2025 · Prepared by POPUP from the project archive in October 2026.
For a tea brand entering a new market, a first taste is a useful beginning. CHAGEE's Los Angeles truck connected Jasmine BOYA milk tea with a clear digital next step ahead of its store opening.
POPUP delivered
Branded vehicle delivery, location coordination, staffing, guest flow and day-to-day tour logistics.
Commissioned by Velvet Co PR. The client retained tea supply, original brand assets, PR/social activity and app/data management.
How can a sampling truck support a brand's market entry?
For a brand entering a market, recognition is only the beginning. People need to encounter the product and understand what to do next. The tour made that introduction accessible on the street, meeting both first-time tasters and international fans who already knew CHAGEE.
Bring the teahouse to the neighborhood. Keep the product invitation focused on Jasmine BOYA, make the truck unmistakably CHAGEE, and connect the tasting experience to app sign-up ahead of the store opening.
Make the introduction unmistakable
CHAGEE’s blue floral identity covered the vehicle, while its transparent side opened a view into the experience. Branded cups and product displays carried the same visual language through the visit, turning a mobile sampling stop into a recognizable expression of the teahouse.
One product. A clear invitation
The tour sampled Jasmine BOYA exclusively. That focus gave ambassadors a consistent starting point for conversations about taste, ingredients and the brand’s arrival in Los Angeles. Sampling and app sign-up sat within the same guest journey, joining an immediate product experience to a digital next step.
Take the experience across the city
The route moved from Santa Monica and Venice to Westwood, Culver Steps and Sawtelle. The same experience worked across beach, university and neighborhood settings, with local coordination, staffing and daily operations supporting each move. Daily sign-up reporting gave the team a location-by-location view of participation.
The planning lesson
Start a sampling route with the product story ambassadors can explain clearly. Then plan the handoff to the app or store separately: where it happens, who explains it and what the visitor gains. Route changes should preserve the same simple invitation.
What the experience made possible
A mobile experience introduced CHAGEE through sampling and conversation across Los Angeles, bringing the product directly into everyday city settings.
Project questions
Where did the experience take place?
CHAGEE: Los Angeles, CA.
What was the delivery scope?
Mobile experience production; Venue coordination & permitting; Staffing & guest flow; Tour logistics & on-site operations.
Explore related work
Further reading
For the wider event and campaign context:
