Cha Thai International Co., Ltd. is a leading Thai beverage manufacturer and brand owner, renowned globally for its iconic ChaTraMue brand—Thailand’s original Thai tea since 1945. Headquartered in Chiang Mai, with production and distribution facilities spanning the country, the company has evolved into a vertically integrated tea and beverage powerhouse, catering to both retail and foodservice sectors worldwide.
Company Background and Heritage
Established over seven decades ago, Cha Thai International Co., Ltd. has built a rich legacy in tea cultivation, processing, and product innovation. The company is currently helmed by Janya Kaewsaiya, under whose leadership it has expanded its international footprint and diversified its product portfolio.
The flagship brand ChaTraMue, meaning “Number One Brand” in Thai, is synonymous with Thai tea culture and has become an emblem of Thailand’s food and beverage identity both domestically and overseas. The company exports to over 20 countries, making it one of the most recognizable Thai F&B brands globally.
Product Portfolio
The company’s comprehensive offerings cover both traditional and contemporary beverage formats, including:
1. Classic Teas
- Thai Tea (Original)
- Green Tea Mix
- Rose Tea
2. Premium Teas
- Oolong Tea
- Jasmine Green Tea
- Matcha Green Tea
3. Herbal & Flower Teas
- Chrysanthemum Tea
- Jiao Gu Lan Herbal Tea
- Butterfly Pea Tea
4. Instant Beverages
- Instant Thai Tea
- Instant Green Tea
- Instant Cocoa
5. Coffee & Cocoa
- Dark Roasted Arabica Coffee
- Cocoa Powder Drink
6. Creamers & Sweeteners
- Creamer Powder Formula 1 & 2
- Durian with Matcha Creamer
7. Other Products
- Longan Honey
- Tea Filter Bags
- Official Merchandise (ChaTraMue mugs, clothing, etc.)
Products are available in multiple SKUs ranging from retail sachets to HORECA bulk packs, supporting a diverse clientele from individual consumers to international café chains.
Key Brands
- ChaTraMue (flagship)
- CocoaTraMue
- CreamerTramue
- Hand Brand
- NUMBER ONE
- Oriental Beauty
- Tiger Brand
- TRAMUE
- TTR
These brands are designed to serve niche segments, such as herbal teas, cocoa drinks, and high-end specialty blends.
Market Position and Distribution
Cha Thai International Co., Ltd. holds the #1 market share for Thai Tea domestically and is the leading exporter of Thai Tea concentrates and blends globally. The company operates over 60 ChaTraMue retail outlets in Thailand and maintains a robust franchise program with licensed stores in countries including:
- Singapore
- Malaysia
- South Korea
- China
- Vietnam
- United States
- UAE
Their online store and major e-commerce platforms such as Shopee, Lazada, and Amazon further amplify their B2C reach.
Production and Capabilities
- Annual tea blending capacity: Over 1,500 metric tons
- Factory size: 20,000+ sqm with automated lines for tea blending, sachet filling, vacuum packing, and sterilization
- Warehousing: Temperature-controlled facilities with logistics hubs in Chiang Mai and Bangkok
- OEM Services: Custom formulation and private label services for foodservice and international brands
Certifications and Compliance
Cha Thai International maintains rigorous quality and safety certifications, including:
- GMP (Good Manufacturing Practice)
- HACCP (Hazard Analysis Critical Control Point)
- ISO 22000
- FDA Thailand and US FDA Compliance
- Halal Certification
These certifications support both domestic retail compliance and international export standards across multiple regions.
Financial Performance
Although detailed financial disclosures are not public, trade directories and export logs estimate:
- Annual revenue: Estimated at $20–30 million USD
- Export revenue contribution: Approximately 35–40% of total revenue
- Franchise growth rate: 15–20% CAGR over the past 5 years
Export and Shipment Insights
Based on logistics data from platforms such as Volza and ImportYeti:
- Key export destinations: Singapore, South Korea, Japan, UAE, United States, Australia
- Shipment sizes: Range from 1-ton to 5-ton pallets, depending on client and SKU
- Lead time: Standard fulfillment within 7–10 days for SEA, and 15–25 days for EU/US markets
Target Market
- Retail consumers seeking authentic Thai tea and herbal beverages
- HORECA clients such as cafes, restaurants, and milk tea chains
- Franchisees and Distributors in beverage and snack retail segments
- Gourmet product buyers in airports, luxury malls, and tourism zones
Marketing and Customer Engagement
The company leverages a multi-channel marketing strategy:
- Over 250K followers on social media
- Influencer campaigns and seasonal promotions via Facebook, YouTube, and Instagram
- Strategic product placement in tourism-heavy areas and airports
Testimonials
“ChaTraMue is an iconic brand. Our café sales increased 35% after switching to their original Thai Tea blend.”
— Ho Chi Minh Café Chain, Vietnam
“Exceptional quality and consistency. Our customers abroad love the rose tea and matcha variants.”
— U.S. Distributor, Asian Specialty Foods
Industry Recognition
- Awarded Thailand Trust Mark by Department of International Trade Promotion (DITP)
- Featured at THAIFEX Anuga Asia, Gulfood Dubai, and FHA Singapore
- Cited in Thai media as a Top 10 Thai Heritage Brands
Cha Thai International Co., Ltd. embodies Thailand’s tea legacy while delivering scalable, modern beverage solutions to global markets. With unmatched brand equity, manufacturing expertise, and international certifications, the company remains a dominant force in the Southeast Asian beverage export market.
