On September 11, Chagee Holdings Limited (ASX: CHA) announced a new charitable campaign titled "Homeward Bound for Stray Animals" in collaboration with the Beijing It Animal Protection Foundation, along with the Beijing Zhong'an Public Welfare Foundation and Tencent Charity.

The 12-month initiative is designed to turn consumer goodwill into tangible support, providing food and adoption supplies for stray animals through public participation, execution by non-profit organizations, and corporate matching donations. During the campaign, customers who purchase eligible beverages through Chagee's WeChat mini-program can opt into the program, earn reward points, and use those points to donate rescue meals or adoption kits, making it easy to take part in concrete animal welfare actions. Chagee will match those contributions with corresponding funding to further back stray animal rescue efforts.

These accumulated donations will ultimately be converted into physical bags of pet food and delivered to rescue bases and the animals themselves. After completing a donation, participants can receive a digital certificate from Tencent Charity and a WeChat red flower badge, while also tracking how their contributions are being utilized on the ground.

For stray animals that find their way into new homes, Chagee has prepared exclusive "Homeward Adoption Kits" that include essential first-time pet supplies and educational materials on proper pet care. The "Cat Home Kit" features a foldable carrier, a safety ID tag, food and water bowls, and a scratching pad, while the "Dog Home Kit" comes with a reflective harness, a leash, an ID tag, food and water bowls, and biodegradable waste bags.

Chagee's commitment to animal welfare dates back to 2024, when the brand hosted pet-themed events across multiple cities, teaming up with local adoption agencies to promote the idea of "adopting rather than purchasing." In 2025, Chagee deepened its efforts by co-launching this stray animal initiative with the It Foundation and introducing the "CHAGEE Good Friends Come Home" program, which combines online donations and offline adoption events to raise awareness about stray animal rescue and science-based care. During that program, approximately 45,000 tea enthusiasts engaged online, stores nationwide collectively donated 2.6 tons of pet food, and around 50 adoption applications were received during offline adoption fairs.