Chagee Buy-One-Get-One Promotion Overwhelms Orders; Staff Rewards Total 13.5M Yuan

The scale of the staff payout is the real signal here: Chagee is treating a celebrity-driven traffic spike as an operational event it must compensate for, not just a marketing win. That matters for the broader consumer and brand-tokenization space, where loyalty campaigns increasingly lean on athlete ambassadors to trigger demand. Whether the mini-program outage and the reward bill push brands toward more capacity planning around such promotions is the open question.