CHAGEE has launched its first-ever Signing Store in Southeast Asia at the National University of Singapore (NUS), marking a significant step in its mission to foster meaningful connections through tea. Located at NUS Yusof Ishak House, the Signing Store is operated by Deaf and hard-of-hearing baristas employed through a partnership with SG Enable and the Singapore Association for the Deaf (SADeaf). It represents a reimagined F&B experience that blends inclusive design with sensory intention and social impact.
The official launch was graced by Mr. Eric Chua, Senior Parliamentary Secretary in the Ministry of Law and Ministry of Social and Family Development (MSF), underscoring Singapore’s broader commitment to inclusivity and accessibility.
“An inclusive society is one where everyone feels seen, heard, and valued. Initiatives like the CHAGEE Signing Store remind us that accessibility is not just about infrastructure — it is about mindset and intent,” said Senior Parliamentary Secretary for Law and Social and Family Development, Eric Chua. “I am heartened to see businesses stepping up to create meaningful opportunities and experiences for all members of our community, as we work together to build a more inclusive Singapore.”
“At CHAGEE, we believe a cup of tea brings people together — flowing across languages, communities, and cultures,” said Lawrence Wen, General Manager of CHAGEE Singapore. “With the Signing Store, we’re not only serving high-quality tea, but also championing connection, communication, and community. Siting it at NUS was a deliberate choice — this is where future leaders are shaped, and we want to inspire more inclusive mindsets through everyday experiences. We hope to make inclusivity a natural part of everyday life, starting with something as simple as ordering your favourite drink.”
Quiet in sound, loud in intention
Thoughtfully designed for acoustic comfort and visual clarity, the 135-square-metre Tea Bar features cork-lined interiors that soften ambient noise, creating a calm, welcoming space for both Deaf and hearing customers. Layered step seating encourages social interaction, while an open brewing area keeps front- and back-of-house store partners visually connected, supporting clear, intuitive teamwork.
A custom-built flip chart wall — developed in consultation with SG Enable and SADeaf — introduces basic sign language, helping customers engage with Deaf baristas.
Anchoring the space is a vibrant wall mural by award-winning Deaf artist Chen Zi Yue (Angeline), whose work adds not only warmth and identity, but also a sense of ownership and pride for the community the store was designed to serve.
The store also features a photo showcase by Isabelle Lim—affectionately known as Issy—a Singaporean Deaf photographer born with Nager Syndrome. Despite being profoundly Deaf, Issy communicates through sign language and her lens, capturing emotion and strength in ways that transcend words. Her works, displayed in-store, invite customers to see the world through her eyes.
Tea with a purpose
To commemorate the launch, the CHAGEE Signing Store will offer exclusive in-store promotions that combine limited-edition merchandise with charitable giving. Customers can choose from curated bundles featuring CHAGEE’s signature BO·YA Jasmine Green Milk Tea and specially crafted items such as canvas totes or keychains—with $2 from every bundle donated to SADeaf.
Collectible drink tags featuring common sign language phrases will also be distributed throughout the campaign, turning every cup into a moment of education and awareness. Community workshops are planned in the weeks ahead, reinforcing the store’s role as a hub for learning, empathy, and connection.
