Eugene Lee Takes On Expanded APAC Remit At CHAGEE

CHAGEE APAC has expanded the remit of its vice president and chief marketing officer, Eugene Lee, who now also oversees government affairs and public relations, effective 1 January 2026.

The move comes as the Chinese tea brand continues its regional expansion, with the integration aimed at consolidating branding, marketing, reputation management, and stakeholder engagement under a single leadership structure. The shift is intended to strengthen alignment across functions and ensure a consistent brand voice across customers, partners, media, and government stakeholders throughout APAC.

In his expanded role, Lee oversees both commercial brand-building and reputation-led disciplines, reflecting a strategic effort to reduce fragmentation between marketing and public relations as the organisation scales. The integrated structure is designed to improve coordination, accelerate decision-making, and support long-term brand resilience across diverse markets.

Lee works closely with Katrina Khoe, regional communications manager at CHAGEE, who continues to lead the day-to-day execution of government affairs and PR across the region. The communications portfolio spans regulatory engagement, public affairs strategy, reputation management, crisis preparedness, and media relations, alongside support for product launches, IP collaborations, and brand-led initiatives.

Success in the expanded remit is defined by both brand visibility and protection, particularly as CHAGEE navigates varied regulatory environments across APAC. By aligning branding, marketing, government affairs, and PR under one leadership umbrella, the company aims to move faster, communicate more clearly, and build a more cohesive regional brand.

CHAGEE appointed Lee as vice president and chief marketing officer for APAC in April 2025, tasking him with overseeing brand and business growth across the region. He is part of the company’s global leadership team and reports to CHAGEE’s APAC CEO and global CMO.