The brand traces its family business roots to Bangkok’s Chinatown in the 1920s and officially dates the establishment of the ChaTraMue brand to 1945. 1

Today, ChaTraMue operates beyond packaged-tea production: it runs tea shops, sells dried and instant tea products, supplies ingredients for beverage and dessert preparation, and has expanded through international distributors and franchise partners. The company describes its mission as bringing the taste and culture of Thai tea to consumers around the world.

The company identifies Cha Thai International Co., Ltd. as the entity behind its tea manufacturing operation, with the modern factory established in Chiang Rai in 1989. 1

In Thai:

• ชา (cha) = tea
• ตรา (tra) = mark, emblem or brand
• มือ (mue) = hand

Thus, the name translates approximately to “tea with the hand/hand-mark brand.” The hand became one of the brand’s most recognizable visual identifiers, eventually becoming almost synonymous with Thai tea itself.

While the brand was officially founded in 1945, the family’s tea-business history begins earlier.

1920 — Immigration to Thailand

According to the company’s official history, the family’s patriarch had a son, Sa Pae, who migrated from Chaozhou, China, to Thailand around 1920. 2 This Chinese-Thai heritage was foundational, as the original business relied on the long-established Chinese tea trade.

1925 — Lim Meng Kee

In 1925, Sa Pae established a Chinese tea shop called Lim Meng Kee on Chalermburi, Yaowarat Road, in Bangkok’s Chinatown. The shop imported tea from China, selling varieties such as Oolong and Green tea. This shop served as the foundation for the family’s tea business.

World War II marked a turning point. The original Lim Meng Kee shop was damaged during wartime bombing. The business subsequently moved to Soi Padungdao in Yaowarat, where it continued selling Chinese tea. 3

During this period, the business began importing red tea. This change proved critical because Thailand’s hot, tropical climate and drinking culture differed from traditional Chinese preferences for hot tea. The family adapted their offerings to suit local tastes.

In 1945, the business began using red tea to create beverages suited to Thai consumers, particularly Thai milk tea, Thai black tea, and iced tea preparations. The company considers 1945 the official founding year of ChaTraMue. 4

This moment marked the shift from simply importing Chinese tea to developing products specifically adapted to Thai taste, climate, and habits, evolving into what is now recognized globally as Thai iced tea.

ChaTraMue’s story is linked to the development of Thailand’s modern tea industry. While tea leaves were originally used for traditional wrapped foods, local production developed significantly in northern Thailand. 5

Around 1945–1965, Mr. Ting, who managed the tea shop, established a tea factory on Wawee Hill in Mae Suai District, Chiang Rai. Known as the Cha Hom Factory (“Aromatic Tea Factory”), this facility represented an early step toward integrated Thai tea production. Notably, heavy machinery had to be transported up the mountain with the help of elephants. 6

Due to transportation and management difficulties at Wawee Hill, the business shifted its approach by developing purchasing networks with local tea growers. This connected the brand directly to Thailand’s northern tea-growing regions, making Chiang Rai central to its production identity.

A major modern milestone occurred in 1989 when the current generation established a new facility in Wiang Pa Pao District, Chiang Rai Province. Called the Siam Tea Factory, this operation is registered under Cha Thai International Co., Ltd. 7 This step transformed ChaTraMue from a traditional family shop into a modern manufacturer.

Original Thai Tea

The product most strongly associated with ChaTraMue is its Original Thai Tea. It forms the basis for the familiar Thai iced tea experience: strong tea, sweetness, milk/condensed milk, and ice. The resulting beverage is typically orange-red, aromatic, sweet, creamy, and robust. ChaTraMue describes its flagship tea as being made from Thai tea leaves selected for this characteristic flavor profile. 8

Why Thai Tea is Orange

The distinctive orange color of Thai milk tea is not simply the natural color of black tea. Traditional blends produce a strong, dark concentrate that, when combined with milk and specific commercial blend ingredients, creates the characteristic appearance. This visual identity helps signal “Thai tea” immediately, even from a distance.

Product Portfolio

Although Thai milk tea is the flagship, ChaTraMue offers a broader portfolio including:

• Teas: Classic, Thai red, green, oolong, premium, flower, rose, herbal, and instant teas.
• Other Beverages/Products: Coffee, cocoa, honey, tea filter bags, ready-to-use instant products, and official merchandise.

The company also positions its dried teas as ingredients for beverages, desserts, and food applications. Current catalogs list categories ranging from classic and flower teas to premium, herbal, and instant options. 9

An important evolution in the brand’s history was the development of ChaTraMue retail stores. These locations allow customers to purchase prepared drinks rather than just packaged leaves. Menus include variations such as Thai Milk Tea, Thai Black Tea, Milk Green Tea, Thai Tea Latte, Rose Milk Tea, and desserts like ice cream. The company combines its tea with Thai ingredients to create a distinctive flavor profile.

ChaTraMue’s branding is highly recognizable, featuring:

• Red and white colors
• A hand/thumbs-up symbol
• Thai and English typography
• An old-fashioned/traditional visual style

The packaging deliberately retains a heritage aesthetic rather than mimicking modern specialty-tea brands. This communicates authenticity and tradition, which is particularly effective for international customers seeking genuine Thai cultural artifacts. The hand symbol appears on tins, bags, cups, signage, and merchandise, embedding the brand in Thai visual culture.

ChaTraMue emphasizes consistency and quality in its manufacturing processes. Its factories operate according to standards including GMP Codex and Halal certification, ensuring consumer confidence across both packaged goods and beverage shops. 10

ChaTraMue functions as a vertically integrated consumer brand with activities spanning:

• Manufacturing: Producing tea blends and related products.
• Packaged Goods: Selling tea for home brewing.
• Beverage Retail: Operating ChaTraMue stores.
• Distribution: Supplying products via distributors and international partners.
• Events and Catering: Offering beverage and ice-cream catering for corporate events, weddings, and parties. 11

International Presence

ChaTraMue has expanded significantly outside Thailand. Its distributor network covers Southeast Asia, East Asia, North America, and Europe. Countries listed in its distribution network include Cambodia, South Korea, Singapore, Japan, Vietnam, the United States, Canada, and the Netherlands. 12

By 2025, the company reported exporting to 21 countries with 114 international branches across 11 markets, aiming for 130 overseas outlets by year-end. 13 A later case study noted 225 outlets in Thailand and 130 overseas outlets as of December 2025. 14

The overseas strategy relies on working with local partners who understand their specific markets, allowing for adaptation of sweetness levels, menu presentation, and marketing while preserving the core ChaTraMue brand identity.

ChaTraMue has become associated with Thai cultural identity, effectively selling tea, the distinct Thai taste profile, and the cultural association with Thailand simultaneously. Its role in standardizing and commercializing a particular Thai tea style helped turn “Thai iced tea” into a recognizable global category.

80th Anniversary

2025 marked 80 years since the official establishment of the ChaTraMue brand. The anniversary was celebrated publicly in Thailand, including an Original Thai Tea Festival at CentralWorld in Bangkok in September 2025. The event highlighted the company’s eight-decade history with exhibits, new drinks, and collaborations. 15

CTM Sub-brand

In 2025, the company launched CTM (“Captivating Tea Muse”), a sub-brand positioned around contemporary specialty-tea concepts and experimentation beyond classic Thai tea categories. This initiative aims to attract younger consumers while keeping the heritage brand intact.

• 1920: Family migrates from Chaozhou, China, to Thailand.
• 1925: Sa Pae establishes the Lim Meng Kee Chinese tea shop in Yaowarat, Bangkok.
• World War II: Shop damaged; moves within Yaowarat; introduces red tea.
• 1945: ChaTraMue officially established; develops red-tea blends for Thai milk/iced tea.
• 1945–1965: Cha Hom Factory established in Chiang Rai.
• 1965–1989: Shift to local tea grower networks after Wawee factory becomes impractical.
• 1989: Siam Tea Factory established in Wiang Pa Pao, Chiang Rai. 16
• 2000s–2010s: Expansion of beverage-store network and packaged products.
• 2020s: Accelerated international expansion and product innovation.
• 2025: Celebrates 80th anniversary; expands overseas; launches CTM concept. 17
• 2026: Reported 225 Thai outlets and 130 overseas outlets as of end-2025.

ChaTraMue occupies a unique position as a tea manufacturer, beverage retailer, and cultural brand. By distinguishing between Thai tea (the category) and ChaTraMue (the specific brand), the company has successfully standardized and commercialized the drink for global consumption. From its origins as a Chinese tea importer in Bangkok to its status as an international franchise, ChaTraMue remains a pivotal figure in popularizing Thai milk tea worldwide. 18 19

1. ChaTraMue | Original Thai Tea Since 1945
2. ChaTraMue
3. Thai Tea Giant ChaTraMue Eyes Global Expansion Despite Economic Headwinds
4. ChaTraMue: Maintaining Competitiveness Through Brand Collaboration
5. ChaTraMue Original Thai Tea Festival
6. Thai Tea Giant ChaTraMue Launches CTM for New Consumer Segments
7. จาก “ชาตรามือ” ถึง “CTM” เจาะลึกตำนาน 80 ปี กับทายาทรุ่น 3 “พราวนรินทร์ เรืองฤทธิเดช” สู่ก้าวใหม่แบบ Beyond Limit…
8. ครั้งแรกในกรุงเทพ “ชาตรามือ” ส่งโมเดล DRIVE THRU บุกรามคำแหง ชูเมนูเครื่องดื่ม-ติ่มซำ ตอบโจทย์คนเมือง – Brand Buffet
9. Our Heritage – Chatramue London United Kingdom
10. ชาตรามือ’ แบรนด์ชา 3 พันล้าน 8 ทศวรรษคู่ไทย ขอไปต่อสู่ Global Brand ดันเมนู ‘ชาไทย’ ให้ทั่วโลกรู้จัก
11. History of ChaTraMue Brand by Punchaya Tragulpeangit on Prezi
12. CHATRAMUE BRAND NUMBER ONE BRAND SINCE 1945 Trademark of SIAM FB PRODUCTS CO., LTD. – Registration Number 4813451…
13. About Us | ChaTraMue
14. Home | ChaTraMue
15. ติดต่อเรา
16. Distributor of Chatramue
17. ChaTraMue – OCalpha
18. Collections – ChaTraMue
19. ChaTraMue – Best Gourmet Brands – TasteAtlas