Looking for a drink to help you beat the heat? Sip on a cup of ChaTraMue. This Thai milk tea brand, with flavors from classic oolong to rose, has stood the test of time!

In 2023, ChaTraMue had a revenue of around $75.9M (2.64B THB).

But they were far from an overnight success. As a small family business, they had to work their way up to becoming the global brand we know it to be today.

Here’s the story of ChaTraMue, the Thai tea brand that keeps generations of tea lovers (and tourists in Thailand) coming back for more.

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🇹🇭 Humble beginnings

In 1920, a family of 8 siblings moved from Chaozhou, China to settle in Thailand.

The third brother, Sa Pae, started a Chinese tea shop on Yaowarat Road, at the heart of Chinatown! The shop successfully sold Oolong tea and green tea.

But when the bombs started falling during World War 2, they had to move to another spot.

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🫖 The perfect blend

They wanted to do things a bit differently. The owner grew up drinking delicious black tea, and he wanted to perfect his own tea blend!

The problem? People were not interested in the typical hot Chinese tea. The hot, tropical weather made them want something more refreshing!

By 1945, Sa Pae started to import red and black tea. He mixed these teas with spices and sugar before topping the drink off with lots of ice.

It was an instant hit with customers! The tea was named “ChaTraMue” or “tea master” in Thai.

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🎯 Reaching new heights

ChaTraMue got so popular that they had to open up a bigger tea factory up on a hill. They had to use elephants to bring the tea machines up there!

In 1972, they started selling their products outside of Thailand. People in Europe and America started to love the unique flavors of each tea!

Then, they started being shown at international food expos. Oh, and they also collaborated with different Thai chefs and started running TV commercials!

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👪 Passing things on

While ChaTraMue has been around for a while, it’s still a hit across all ages.

Older people enjoy the traditional tea flavors of their childhood. And younger people love the trendy tea drinks in their eye-catching packaging!

“From our grandparents to the younger generation, the love for ChaTraMue has been passed down,” says Prasit Han, the founder’s grandson and the company’s CEO.

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🌟 Here and now

While ChaTraMue has a wide range of products, they’re still focused on perfecting their original recipes.

But they stayed true to their roots. Their original tea blend is the main reason they’re still successful today!

In 2022, they had a total income of over $60M (2.1B baht) and a net profit of $1M (34M baht).

Now, they have over 100 shops across Thailand. They also have 40 branches in Malaysia and have expanded to other countries like the Philippines too!

ChaTraMue is not just a drink—it’s a taste of tradition. As each sip brings us comfort, we feel connected to the long legacy of Thai tea culture.