Chatime Ushers in the Lunar New Year with an OREO® Collaboration Designed for Momentum
There’s something about the Lunar New Year that invites reflection—and just as importantly, forward motion. Rooted in renewal, the holiday signals a collective turning of the page, an opportunity to move with intention into what lies ahead. For 2026, as the Year of the Horse arrives (a zodiac emblem synonymous with strength, endurance, and momentum) Chatime is marking the moment with a limited-time menu that leans unapologetically into indulgence.
At the centre of the launch is a collaboration with OREO®, anchored by the viral Brown Sugar Bubble Tea OREO®, a cookie that has already generated buzz across Asian markets for blending the nostalgic crunch of a classic sandwich cookie with the caramelized depth of brown sugar bubble tea. The partnership feels culturally fluent rather than opportunistic, signaling a nod to the increasingly hybrid palate of younger consumers who move easily between traditions while embracing playful reinvention.
The drinks themselves follow suit, layering familiar comfort with a sense of occasion.
The Brown Sugar Pearl Matcha Latte with OREO® pieces pairs premium Japanese matcha with Chatime’s signature brown sugar pearls, finished with a creamy crema cloud and cookie crumble for a sip that balances grassy brightness with dessert-like richness. Meanwhile, the Brown Sugar Pearl Latte keeps things classic, combining fresh milk and caramelized pearls for a texture-forward drink that lands somewhere between treat and ritual.
For longtime bubble tea loyalists, the Brown Sugar Pearl Roasted Milk Tea may be the standout. Built on Chatime’s deeply aromatic roasted tea base, it delivers a fuller-bodied profile (less sweet, more rounded) while still embracing the playful addition of OREO® pieces.
Even the food offering gets the Lunar New Year treatment. A brown sugar Basque cheesecake, already beloved for its caramelized edges and custardy centre, is finished with cookie pieces, reinforcing the collection’s through-line: familiarity elevated with just enough excess to feel celebratory.
There’s also an interactive element woven into the campaign; one that taps directly into the spirit of Lunar New Year, where luck and chance are part of the celebration.
With every large drink purchase, guests receive a Lucky Peel-to-Win sticker, revealing an instant prize. In total, more than 300,000 rewards are up for grabs, transforming an otherwise routine bubble tea stop into something a little more suspenseful.
The prize spectrum is deliberately wide. Some wins are immediate and practical. Think: a free upsize to large, a complimentary regular drink, two large drinks for $7.99, or $2 off a pastry with the purchase of a large beverage. Others lean toward the aspirational, including headline-grabbing rewards like an iPhone 17, AirPods Pro 3, free Chatime bubble tea for a year, gift cards, reusable mini totes, and even a movie night out at Cineplex.
Redemption is straightforward: peel the sticker, follow the instructions provided, and save the reward directly within the Societea Rewards app, where it can be claimed with your next order.
Beyond the mechanics, the contest underscores something larger about contemporary food culture—the growing expectation that brands deliver moments of interaction alongside the product itself. It’s no longer just about what’s in the cup, but the experience surrounding it.
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If the Year of the Horse is about movement, Chatime’s latest offering suggests momentum doesn’t always arrive in sweeping life changes. Sometimes it’s found in smaller rituals: meeting friends after work, trying a flavour you didn’t expect to like, or leaning into a bit of good fortune when it presents itself.
After all, renewal can be as simple as a sweet sip—and the decision to keep moving forward.
The Lucky Peel-to-Win contest is available for a limited time at participating Chatime locations in Ontario and British Columbia. Each large drink purchase qualifies for one sticker while supplies last. Prizes must be saved and redeemed through the Societea Rewards app. For full contest terms, prize details, and eligibility, visit chatime.ca/lny. To find a location or place an order, visit chatime.ca/locations.
