There’s something timeless about a cup of tea—a drink that’s not just about flavor but about culture, tradition, and history. For nearly 80 years, ChaTraMue has been the embodiment of Thai tea culture, passed down from generation to generation. Now, this iconic tea brand is bringing that rich heritage to Malaysia, offering locals the opportunity to experience the true taste of Thai tea. As ChaTraMue opens its doors across the country, each cup will connect Malaysians with the flavors of Thailand’s cherished traditions.
A Taste Born from Humble Beginnings
The origins of ChaTraMue date back to 1920, when a family of eight siblings migrated from Chaozhou, China, to Thailand. Among them was Sa Pae, the third brother, who opened a modest tea shop on Yaowarat Road in Bangkok’s Chinatown. Specializing in Oolong and green tea, the shop quickly gained popularity. However, during World War II, a devastating bomb destroyed their shop, forcing the family to relocate.
Instead of giving up, Sa Pae seized the opportunity to innovate. In 1945, he introduced a new way of enjoying tea that better suited Thailand’s tropical climate—by blending black and red tea with spices, sugar, and serving it over ice. This refreshing concoction, named ChaTraMue (which means “tea master” in Thai), quickly became a hit and laid the foundation for what would become one of Thailand’s most iconic tea brands.
From Thailand to the World
ChaTraMue’s popularity continued to grow after World War II, leading the family to establish a larger tea factory. In an extraordinary move, they used elephants to carry heavy machinery up the hill to the factory—an image that embodies the brand’s determination to succeed. By 1972, ChaTraMue began exporting its unique blends internationally, expanding into Europe and the United States, where the exotic flavors captivated new audiences.
Through the years, the brand continued to evolve, expanding its product line while staying true to its roots. Older generations loved its nostalgic taste, while younger consumers were drawn to the trendy, flavorful drinks and colorful packaging. Even with international success, ChaTraMue remained committed to perfecting its original tea recipes.
A New Chapter in Malaysia
ChaTraMue’s history in Malaysia is not entirely new, having previously opened outlets in malls such as MyTOWN and DPULZE, though those ventures were short-lived. Now, the brand has returned in full force, thanks to an exclusive partnership with Woodpeckers Group. As of 2023, ChaTraMue is officially here, with outlets already operational across Malaysia.
Woodpeckers Group, which also operates the popular frozen yogurt brand llaollao, secured a 20-year franchise agreement with Cha Thai International Company Limited, the owner of ChaTraMue. The group aims to open a total of 40 outlets by the end of 2024. Their initial locations are already drawing in excited customers, with the brand’s signature Thai milk tea and other popular beverages leading the menu.
A Unique Blend That Stands Out
What makes ChaTraMue stand out in the competitive tea market in Malaysia? It’s all about the tea leaves. ChaTraMue uses a special blend of Thai tea leaves, grown and harvested exclusively for the brand. This distinct flavor profile sets it apart from other Thai tea options available locally. The company’s iconic Thai milk tea, paired with their other refreshing and flavorful drinks, offers something that both locals and international visitors crave.
Woodpeckers Group is confident in their ability to take ChaTraMue to new heights in Malaysia. Their experience with llaollao has equipped them with the skills and systems necessary to scale F&B brands effectively. “We’ve built a strong foundation with llaollao, and now we’re bringing that expertise to ChaTraMue,” says Tan Kai Young, Director of Woodpeckers Group.
ChaTraMue’s expansion into Malaysia brings more than just great tea—it’s an opportunity to share a rich cultural experience. The brand’s unique flavors and deep-rooted history offer something special to Malaysian consumers. Whether it’s the nostalgic taste of Thai tea or the innovative blends created for today’s modern palate, ChaTraMue appeals to tea lovers of all ages.
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