Spotlight on ChaTraMue’s New Menu “Pomegranate Wish Tea” Evoking the Bond from Lan Ma for Chinese New Year

ChaTraMue has partnered with GDH to launch the project “Lan Ma x ChaTraMue: A Drinkable Nostalgia,” introducing the special menu “Pomegranate Wish Tea” and popping water chestnut pearls for the Chinese New Year festival, now available at all ChaTraMue branches.

ChaTraMue, a legendary Thai tea brand, has joined forces with GDH to launch the exclusive collaboration project “Lan Ma x ChaTraMue: A Drinkable Nostalgia,” presenting the new menu “Pomegranate Wish Tea,” which takes the symbol of love and family bonds from the film “Lan Ma” to create a beverage celebrating the Chinese New Year.

Building on success“Lan Ma”to a drinkable experience

This collaboration brings the warmth and nostalgia from the film“Lan Ma”to be reinterpreted through a beverage, using“pomegranate”as a symbol of love and care within families passed down through generations.

“Nostalgia Marketing”A strategy beyond just flavor

Ms. Prawnarinn Ruangritdej, ChaTraMue’s brand executive, revealed the concept behind the project, stating that ChaTraMue employed Nostalgia Marketing to convey meaningful feelings through taste by transforming the important symbol of the pomegranate from the film into the brand’s experience.

“We believe flavor is not only a sensory experience but also represents memories and bonds. This drink is designed to evoke moments that remind consumers of someone meaningful in their lives,” Ms. Prawnarinn said.

Highlighting the menu“Pomegranate Wish Tea”

This special menu is crafted to be easy to drink, refreshing, and suitable for all ages, featuring the following highlights:

• Flavor: Smooth and fragrant pomegranate tea representing bonds of affection.
• New topping:“Popping Wish Pearls (water chestnut)”offering a light, crispy texture that adds fun to drinking.
• Auspicious meaning: The menu name“Wish”symbolizes blessings and good wishes for Chinese New Year.
• Special cup design: Comes with limited edition packaging created exclusively for this project.

For those wanting to taste this nostalgic flavor, the “Pomegranate Wish Tea” under the “Lan Ma x ChaTraMue” project will be available only during the Chinese New Year festival at all ChaTraMue stores nationwide.