Turning Tea into Teaching: Zhang Junjie of Chagee

Today let AndyTheCoach analyse for you how Zhang Junjie, founder and CEO of CHAGEE (茶姬), used the SuperME framework, Yijing, and Art of War, to start and succeed in his own business. 

Who is Zhang Junjie?

Zhang Junjie, 30 and now a billionaire, is the visionary CEO who transformed CHAGEE from a traditional tea brand into a regional lifestyle icon, known for premium Chinese tea culture served in modern formats. From 2017 to 2025, CHAGEE expanded rapidly across China, Singapore, Malaysia, and USA. It is listed in NASDAQ with a market capitalization of US$3 billion. 

How Zhang Junjie Embodied SuperME Principles

1. Purpose (天命 Tianming) — Return to Roots with a Modern Vision

He believed tea is not just a drink. It is a cultural identity, a daily ritual, and a way to feel proud of Chinese heritage.

He didn’t enter F&B to chase trends — he entered to reclaim pride in Chinese tea.

This strong Purpose energy helped him make bold, clear decisions that inspired both staff and customers.

2. Love — Obsession with Beauty, Quality, and Customer Ritual

Everything from the packaging, tea foam textures, customer greetings, to the in-store experience was designed with heart.

CHAGEE’s stores invite you to pause and feel connected — a very Love-driven brand.

3. Gratitude — Adaptive Humility & Continuous Improvement

Zhang Junjie took feedback seriously and never stopped improving the formula, service, and experience.

This energy of gratitude allowed the brand to stay humble and grow with the market, not above it.

SuperME Summary:

Zhang showed up as his SuperME — with clarity of purpose, love for the culture, and gratitude for every stage of growth.

🔮 Did Zhang Junjie Use Yijing (I-Ching)?

No official mention exists — but his decisions reflect Yijing principles:

1. Timing (Hexagram 3 – Sprouting, Hexagram 49 – Revolution)

CHAGEE entered a saturated market and still thrived. Why? He caught the perfect timing — when consumers wanted healthier, culturally resonant beverages.

He didn’t resist change — he rode the waves.

2. Balance of Yin & Yang

Yin: The traditional elements — like ancient recipes, poetic branding

Yang: The modern execution — digital ordering, stylish cafés, TikTok strategy

Zhang intuitively balanced old and new, East and West, stillness and movement — the essence of Hexagram 63 → Already Fulfilled, and yet always adapting.

Whether or not Zhang used Yijing directly, he acted in alignment with its flow — adapting to change, moving with the Dao, and creating harmony.

Did He Use Art of War?

Zhang Junjie business strategies suggest clear parallels:

1. Know the Terrain, Know the Self (Chapter 3)

He deeply understood the young Chinese consumer psyche — craving authenticity but unwilling to compromise on convenience.

He knew his enemy: sugary bubble tea brands with no health message.

2. Win Without Fighting

Instead of battling bubble tea brands, CHAGEE created a new category: “New Chinese Tea.”

This indirect strategy created a new battlefield — elegant, quiet, classy — where CHAGEE became the king.

3. Control the Logistics, Secure the Supply Chain

He vertically integrated the tea sourcing, supply chain, R&D, and even store design, ensuring complete control — just as Sun Tzu emphasizes logistics and preparation over showy battles.

Zhang used clear Sun Tzu strategies — building quietly, acting decisively, and creating asymmetric advantages.

🔥 Final Reflection:

Whether knowingly or intuitively, Zhang Junjie led CHAGEE’s explosive success by embodying the wisdom of:

1. SuperME → Aligned Self: Purpose. Love. Gratitude.
2. Yijing → Aligned Timing and Flow
3. Art of War → Strategic Execution with Calm Power

He didn’t chase the market. He created a category. He didn’t fight for attention. He became magnetic.