Wiki Article
ChaTraMue
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 | |
| Type | Thai tea |
|---|---|
| Manufacturer | Cha Thai International Co. |
| Distributor | Various, including Cha Thai International Co. and Tiptari Co Ltd |
| Origin | Thailand |
| Introduced | 1945 |
ChaTraMue (Thai: ชาตรามือ, lit. 'Hand Brand Tea' or 'Number One Brand Tea') is a Thailand-based tea brand. Founded in 1945, the brand's main manufacturer and distributor is the Cha Thai International Co, which holds a 70% market share of the Thai tea industry. Tiptari Co. Ltd operates a chain of tea shops across Thailand, with various franchise chains internationally. The company has helped popularize Thai tea, a form of sweetened milk tea.
Brand history
[edit]
In 1920, a group of eight Teochew siblings immigrated from Chaozhou, China, to Thailand. Sa Pae, the third son of the group, founded a tea store at Chaloem Buri in the Bangkok Chinatown in 1925, which he named Lim Meng Kee. The company imported and sold tea from China, including oolong and green tea.[1][2] The shop was destroyed in a bombing raid on Bangkok during World War II, and relocated to Yaowarat Road. Around this time, they began importing Chinese black tea (or 'red tea'). As hot tea was less popular in the tropical climate of Bangkok, the company moved away from traditional Chinese tea and selling iced black tea and iced milk tea.[1][2][3]
In 1945, the company founded the ChaTraMue brand (ชาตรามือ, 'Hand Brand Tea' or 'Number One Brand Tea'). It began sourcing tea from Northern Thailand, establishing a processing facility named Cha Hom in Mae Suai district in western Chiang Rai province.[1][3] During the 1960s, operations ceased at this factory due to logistical expenses. After a period of purchasing the tea independently from local planters, the company established the Siam Tea Factory at Wiang Pa Pao district. This facility was later incorporated as Cha Thai International Co. Ltd,[1][3] which now serves as the manufacturer and distributor of ChaTraMue tea.[2] The company's sweetened orange milk tea has popularized Thai tea internationally.[4]
Operations
[edit]In addition to Cha Thai International Co. Ltd, three other companies are associated with the ChaTraMue brand. Tiptari Co. Ltd. operates a chain of tea shops using the ChaTraMue branding. Siam F B Products Co. Ltd. sells the tea for foreign markets, while ChaTraMue 1945 Co. Ltd operates the online stores for the tea.[2] As of 2025, Cha Thai International Co. holds a 70% market share of the Thai tea industry.[4]
Tiptari Co.'s chain of ChaTraMue tea shops consist of 240 branches in 20 Thai provinces. A total of 136 franchise locations of the brand operate outside of Thailand, over fifty of which are in neighboring Malaysia.[5] In addition to tea, these stores sell coffee, fruit tea, tea-flavored ice cream, and baked goods.[2] In 2025, Tiptari introduced a new upscale chain of tea shops named CTM ("Captivating Tea Muse") using rare and specialty tea blends.[1]
References
[edit]- ^ a b c d e "Thai Tea Giant ChaTraMue Launches CTM for New Consumer Segments". Khaosod English. 15 September 2025. Retrieved 11 December 2025.
- ^ a b c d e "Bangkok Post CEO of the Year 2024: Praonarin Ruangritthidech". Bangkok Post. 2024. Retrieved 11 December 2025.
- ^ a b c "Our History". ChaTraMue. Retrieved 11 December 2025.
- ^ a b Makmek, Kanowan (20 June 2025). ‘ชาตรามือ’ แบรนด์ชา 3 พันล้าน 8 ทศวรรษคู่ไทย ขอไปต่อสู่ Global Brand ดันเมนู ‘ชาไทย’ ให้ทั่วโลกรู้จัก ['Cha Tra Mue,' a 3 billion baht tea brand with 8 decades of history in Thailand, aims to become a global brand, promoting its 'Thai tea' menu to the world]. Forbes Thailand. Forbes. Retrieved 11 December 2025.
- ^ Thitipornwattanakul, Paswee. ร้านเครื่องดื่มไม่ง่าย! คาดโตแผ่ว "ชาตรามือ" ขยายใน-ต่างประเทศ [The beverage business isn't easy! Growth is expected to slow as 'Cha Tra Mue' expands both domestically and internationally]. Thai News Network. Retrieved 11 December 2025.