Celebrating 80 years of pioneering Thai milk tea, ChaTraMue, Thailand’s leading milk tea brand with a dominant 70% domestic market share, is accelerating its international expansion despite economic headwinds affecting some home-market outlets.
At a recent press event, Managing Director Praonarin Ruangritthidech outlined the company’s bold three-pronged strategy: expanding into new global markets, innovating products, and forging strategic collaborations to elevate ChaTraMue’s presence worldwide.
Currently operating 114 international branches across 11 countries—including the US, Singapore, South Korea, and China—ChaTraMue plans to enter Canada, Laos, Mexico, and Indonesia in 2025. The brand aims to reach 130 overseas outlets by the end of the year, leveraging franchising partnerships with local operators to navigate unfamiliar markets.
Domestically, ChaTraMue continues to grow, with plans to increase its 220-store footprint to 250 by year-end. The company’s vertically integrated model—from tea cultivation in northern Thailand to production in Chiang Rai and retail—supports a diverse portfolio of 50 products available through multiple channels, including e-commerce and modern trade.
Innovations include the upcoming launch of “colourless Thai tea,” “natural-coloured Thai tea,” and a sparkling Thai tea kombucha designed for health-conscious consumers. The brand is also tapping into the home-brewing trend with ready-to-brew offerings.
ChaTraMue is expanding its brand reach through collaborations with entities such as Universal Music, Japanese sushi chain Sushiro, and Korean fashion label Sculptor—moving Thai milk tea beyond beverage boundaries into lifestyle culture.
Committed to sustainability, the company has enhanced its factory operations with natural gas, solar power, biodegradable straws, and reusable containers to reduce environmental impact.
Despite current domestic challenges linked to economic conditions and tourism dips, ChaTraMue remains confident in achieving its 20% growth target for 2025, betting on its global expansion and innovation strategies to cement its position as a world-renowned Thai milk tea icon.
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