BANGKOK — ChaTraMue, Thailand’s iconic tea brand, continues to expand both domestically and internationally, having been in the Thai market for over 80 years. It recently launched a new sub-brand, CTM, which is positioned as a specialty tea business with a different marketing strategy from ChaTraMue.
Ms Praonarin Ruangritthidech, Managing Director, Tiptari Co., Ltd, the manufacturer and distributor of ChaTraMue and third-generation family successor, told Prachachat Business that the company decided to introduce CTM, short for Captivating Tea Muse, as a “stage” to showcase new tea experiences beyond the traditional categories such as Thai tea, milk tea, green tea, Chinese tea or Western tea to cater to the growing popularity of tea consumption.
CTM’s concept is that tea should not only refresh, but also create an aesthetic drinking experience so that everyone deserves a good tea. The business objective is to capture mass, specialty and new consumer segments while increasing the frequency of consumption.
ChaTraMue’s customers only drink an average of two cups a day, which Praonarin believes is still too low. CTM therefore wants to distinguish itself as a premium tea at affordable prices and uses 12 rare tea leaves that are not available in ChaTraMue stores.
Over 40 special Thai tea recipes are offered, freshly brewed for each cup, with a variety of toppings such as fruits and grains. Prices start at 70 baht, compared to ChaTraMue’s starting price of 45 baht, which focuses on tradition and strong flavors.
Each CTM store is about 50 square meters in size, has seating and focuses on city center (CBD) locations. The first store opened in Central Park on September 4 and has been warmly welcomed by both Thai and international customers even though the store design and branding are not related to ChaTraMue. The company is also developing a loyalty point system to increase value and retain customers.
The Legacy of ChaTraMue
The story of ChaTraMue began with a Chinese Teochew family who emigrated to Thailand in 1920. Sa Pae, the third son of the family, brought his eight siblings with him to settle in Bangkok. In 1925, he opened a Chinese tea store called Lim Meng Kee on Charoen Buri Road in Yaowarat, importing teas such as oolong, green and traditional Chinese tea. This business laid the foundation for the family’s long involvement in the tea business.
During the Second World War, their business was bombed and destroyed, forcing them to move to Phadung Dao Alley in Yaowarat. The family continued to sell oolong and green tea and began importing red tea, which led to the development of new blends adapted to Thai tastes and the tropical climate. This led to the creation of Thai Milk Tea and Iced Thai Black Tea, the original recipes loved by generations of Thais.
The ChaTraMue brand (Number One Brand Thai Tea) was born in 1945. Since then, it has been deeply interwoven with Thai society. Under the leadership of “Khun Ting”, the then Managing Director, the company pioneered tea cultivation in Northern Thailand and established the Cha Hom factory in Doi Wawee, Mae Suai District, Chiang Rai.
Later, in 1989, the company established another factory in Wiang Pa Pao, Chiang Rai, under the name Siam Tea Factory and registered as Cha Thai International Co, Ltd, which continues to manage and develop the brand today.
Today, ChaTraMue has over 220 stores in Thailand and more than 114 stores in 11 countries worldwide, expanding mainly through a franchise model. This year, the company plans to enter four new international markets, including Canada, Laos, Mexico and Indonesia, and will open 130 stores overseas by the end of the year.
The first Canadian store at 341 Spadina Avenue, Toronto, officially opened on August 18, 2025. As well as tapping into a new customer base in North America, the launch underlines ChaTraMue’s growing ambitions to become a fast-growing global beverage brand.
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