Draft:ChaTraMue

ChaTraMue (Thai: ชาตรามือ) is a Thai multinational chain of teahouses. The brand, established in 1945 by the third brother Sa Pae, has grown from a local family business. It offers a wide range of teas, including Thai milk tea, green tea, black tea, and specialty blends. ChaTraMue operates numerous outlets across Thailand, especially in malls and popular tourist areas, and has also expanded internationally with branches in Asia, the Middle East, Europe, and North America. Additionally, the brand partners with supermarkets, convenience stores, and online platforms to distribute its products worldwide.

History

20th century

1920s

In 1920, in Chaozhou, China, the third brother of the family patriarch, Sa Pae, along with his eight siblings, migrated to Thailand. In 1925, Lim Meng Kee, a Chinese tea shop importing products from China, was opened by Sa Pae on Chaloemburi, Yaowarat Road, right in the heart of Chinatown. The shop became well-known for its Oolong tea and green tea.

World War II

During World War II, the shop was relocated to Soi Phadungdao, Yaowarat, after the original location was destroyed in an air raid. At the new shop, red tea was added to the menu alongside the existing Oolong and green teas.

1940s–1980s

In the early 1940s, the popularity of traditional hot Chinese tea declined due to Thailand’s tropical climate. To adapt, the family created new blends such as Thai Milk Tea and Thai Black Tea, made from imported red and black teas mixed with sugar and served with ice. This innovation marked the beginning of rebranding and the birth of the name ChaTraMue. From 1945 to 1965, the business developed tea that reflected a more distinct Thai identity. During this time, ChaTraMue established a tea factory on Wawee Hill in Mae Suai District, Chiang Rai. Between 1965 and 1981, the Wawee Hill factory faced challenges related to transportation and management, which affected production and distribution. In 1989, ChaTraMue expanded its branch to Wiang Pa Pao District, Chiang Rai.

20th century

ChaTraMue continued to grow its brand, opening more branches in other countries and introducing a wider variety of ingredients and menu options.

Products

Flagship Products

The brand’s signature item is the Original Thai Tea (Cha Yen), a strongly brewed Ceylon-based black tea blend combined with sweetened condensed milk, sugar, and evaporated milk, producing its characteristic orange color and creamy texture. It remains one of the most recognized Thai beverages worldwide. Other popular variants include Green Milk Tea, Thai Coffee, and Lime Black Tea, which cater to diverse taste preferences while maintaining the company’s signature aroma and rich flavor profile.

Retail and Packaged Products

Beyond in-store beverages, ChaTraMue also sells packaged goods for household use. These include tea leaves, instant drink powders, and ready-to-brew tea bags. Many of these products are exported and distributed globally through authorized retailers and e-commerce platforms. The packaging retains the brand’s traditional red and gold design, symbolizing Thai heritage and authenticity.

Innovations and Seasonal Offerings

In recent years, the company has diversified its product line to include soft-serve ice cream, frozen desserts, and tea-flavored bakery items such as Thai Tea Croissants and Green Tea Lava Buns. It also releases limited-edition beverages and collaborations with local cafés and international franchises to appeal to younger consumers.

Locations

ChaTraMue maintains an extensive retail presence across Thailand, reflecting its origins and deep cultural roots in Thai tea traditions. The company operates over 150 outlets nationwide, located in Bangkok, Chiang Mai, Phuket, Pattaya, Khon Kaen, and other major cities. Most branches are situated in shopping malls, airports, transit hubs, and popular tourist areas, such as Suvarnabhumi Airport, Don Mueang International Airport, Siam Paragon, Iconsiam, and CentralWorld in Bangkok. The brand also manages its own production facilities and tea plantations in northern Thailand, particularly in the Chiang Mai region.

ChaTraMue has expanded internationally through franchising and distribution partnerships. As of 2025, the company exports to 21 countries and operates more than 114 international branches across 11 markets, including the United States, Canada, Malaysia, Singapore, South Korea, China, Vietnam, Cambodia, Brunei, Hong Kong, and the United Arab Emirates.

Global locations

United States

1100 N Main St, Unit A, Los Angeles, California 90012

Canada

341 Spadina Avenue, Toronto, Ontario M5T 2G3

Malaysia

LG-K216, Lower Ground Floor, IOI City Mall 2, IOI Resort City, Putrajaya, Selangor

Singapore

22 Senoko South Road, Yen I Industrial Building, Singapore 758086

Vietnam

52 Ngo Duc Ke Street, Ben Nghe Ward, District 1, Ho Chi Minh City

Cambodia

257 D St 182, Sangkat Toek La Rok 2, Khan Toul Kok, Phnom Penh

South Korea

1607 Genes Tower Officetel, Dukrun-ro 82, Gangbuk-gu, Seoul

China

Building B, No. 1015 Caobao Road, Xuhui District, Shanghai 200233

Hong Kong

Flat A-B, 5/F, Phase 2 Koon Wah Mirror Factory Building, Tuen Mun

Brunei

Unit 1, Block D, Spg 68, Jln Perusahaan, Kpg Sungai Durian, BT1728, Negara Brunei Darussalam

Strategic Approach

ChaTraMue’s global expansion strategy focuses on franchise partnerships and distribution agreements with local investors rather than wholly owned international branches. This method allows the company to maintain brand consistency while adapting to regional consumer preferences. The firm continues to explore new markets in Europe, the Middle East, and North America.

Global Presence

Asia-Pacific Expansion

ChaTraMue’s strongest overseas presence is concentrated in the Asia-Pacific region, where Thai tea culture is particularly popular.

Malaysia: The first international franchise was established in IOI City Mall 2, Putrajaya, under a 20-year franchise agreement that allows for up to 40 outlets across Malaysia.

Singapore, Vietnam, Cambodia, and Brunei host several retail stores and distributors supplying ChaTraMue products to local cafés and supermarkets.

South Korea and Japan have seen growing interest in Thai-style beverages, with ChaTraMue stores located in Seoul and Tokyo city centers.

Expansion into Western Markets

The brand has also entered North America and Europe, marking its transition into a truly global beverage company.

In the United States, ChaTraMue’s first store opened in Los Angeles, California, at 1100 N Main Street, catering to both local consumers and Thai communities abroad.

Canada hosts a branch at 341 Spadina Avenue, Toronto, within the city’s Chinatown district.

The brand’s packaged tea products are also available through authorized distributors and online retailers in the United Kingdom, France, and Germany, where Thai tea culture is gaining popularity among specialty beverage enthusiasts.

Distribution and Retail Partnerships

Domestic Distribution

Within Thailand, ChaTraMue manages its own retail outlets and production facilities while cooperating with regional distributors to supply shopping malls, airports, university campuses, and tourist destinations. The brand’s products, including Thai tea leaves, instant mixes, and bottled beverages are distributed through major Thai retailers such as 7-Eleven, Tops Supermarket, Big C, and Central Food Hall, as well as online platforms like Shopee and Lazada.

Franchise and International Partnerships

ChaTraMue’s international expansion relies heavily on franchise partnerships that allow local investors to operate under its brand guidelines. These partnerships are governed by strict quality standards and centralized supply of key ingredients such as ChaTraMue’s proprietary tea blends and flavoring formulas, ensuring brand uniformity across markets.

Significant partnerships

Malaysia: A 20-year franchise agreement signed in 2023 with a Malaysian master franchisee for up to 40 outlets nationwide, beginning with IOI City Mall 2, Putrajaya.

Singapore & Brunei: Distribution managed through Yen I Industrial Building in Singapore, serving as a regional logistics and supply hub for Southeast Asia.

Vietnam & Cambodia: Operated via licensed local distributors under Cha Thai Co., Ltd., which handles beverage supply and marketing.

North America: U.S. and Canadian operations use a combination of franchised cafés and authorized retail distributors, including outlets in Los Angeles and Toronto.