BIZ BUZZ: Thai tea chain brews PH expansion
After winning over Filipino taste buds with its distinctly Thai take on milk tea, ChaTraMue is eyeing a bigger slice of the Philippine market.
The Bangkok-born tea chain, which entered the country in 2023, is planning to expand its local footprint after discussions with the Department of Trade and Industry during Trade Secretary Cristina Roque’s recent visit to Thailand.
Despite entering a crowded milk tea market dominated by global names and fast-growing homegrown chains, ChaTraMue has already opened 14 outlets nationwide in just three years.
And the brand shows no signs of slowing down just yet.
Officials of ChaTraMue, operated by Tiptari Co. Ltd., told Roque they are keen on growing their presence in the Philippines, one of the brand’s newer overseas markets, both within and beyond Metro Manila.
On the menu for expansion are more franchise outlets, as well as potential tie-ups with local partners for ready-to-drink beverages and ice cream products.
For Filipino consumers, this could mean seeing more ChaTraMue stalls in malls featuring a Thai brand whose roots trace back to 1945.
At home, ChaTramue remains a dominant force, controlling about 70 percent of Thailand’s tea market. Will it be able to replicate this success in the Philippines? Abangan!
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