Premium Tea Brands Launch New Menus in October 2026: Highlights from CHAGEE, heytea, and TP TEA

The premium tea market revived late October 2026 as three leading brands—CHAGEE, heytea, and TP TEA—each launched new menus and special projects, fiercely competing to stand out.

This round features collaborations with globally famous characters, partnerships with pop icons to create unique flavors, and festival-themed drinks catering to health-conscious consumers.

1. CHAGEE teams up with Cinnamoroll to serve three styles of lemon tea alongside collectible merchandise.

CHAGEE has partnered with the adorable Sanrio character Cinnamoroll for the campaign"Welcome to Cinnamoroll Lemon Sky."They invite customers to experience refreshing fruit teas from the Lemon Tea series, blending three premium tea leaves with the sweet-tart taste of lemon.

Featured menu items in the campaign include:

• Lemon Da Hong Pao Fruit Tea. This strong-bodied roasted Da Hong Pao tea with its distinctive roasted aroma contrasts with the refreshing lemon. Size R costs 105 baht; size L costs 120 baht.
• Lemon Jasmine Green Fruit Tea. A light floral jasmine green tea combined with lemon for easy drinking. Size R costs 100 baht; size L costs 115 baht.
• Lemon Glutinous Fruit Tea. A highland green tea with a unique aroma reminiscent of sticky rice, offering a new flavor dimension. Size R costs 100 baht; size L costs 115 baht.

Additionally, there are limited-edition Cinnamoroll collectibles.

• Customers can purchase a portable mirror for 80 baht when buying two large Lemon Tea drinks, starting 16 October 2026.
• A shoulder bag is available for 500 baht upon purchasing one large Lemon Tea, also starting 16 October 2026.
• Mystery boxes containing phone strap accessories and scarves will be sold exclusively via the CHAGEE app beginning 23 October 2026.

2. heytea x LISA creates a global sensation with Mango Coconut Sticky Rice tea.

This world-class collaboration caused a buzz when heytea teamed up with LISA to launch a special menu."Mango Coconut Sticky Rice."Inspired by Thailand's mango sticky rice, this fruit tea mixed with coconut milk launched globally on 15 October 2026.

The campaign also includes limited-edition LISA-themed packaging and premium items, such as drink sets with stickers and badges or keychains, available in stores from 16 October onward.

Exclusive items like hats, scarves, and insulated cups can only be purchased at heytea lab in CentralWorld, either in-store or via app order with a five-piece per item per day limit.

3. TP TEA revives Black Sesame Milk Tea for the 2026 Vegetarian Festival, offering two styles.

To welcome the 2026 Vegetarian Festival, TP TEA brings back the legendary"Black Sesame Milk Tea."Available from now until 31 October 2026 at all 13 branches, the menu caters both to vegetarians and regular milk tea drinkers.

Vegetarian festival menu items include:

• Black Sesame Milk Tea with Vegan Toppings. Classic black sesame milk tea featuring finely ground roasted black sesame blended with black sesame milk and jasmine green tea.
• Black Sesame Milk Tea Frappé with Vegan Toppings. A smooth blended drink rich in black sesame flavor, refreshing to enjoy.
• Four types of vegan toppings enhance the experience. These include grass jelly, sago, barley, and basil seeds that provide satiety.

Non-vegetarian alternative menu item:

• Black Sesame Mochi Taro Tea Latte. A sweet, smooth drink blending creamy taro, jasmine green tea, and fresh milk, topped with chewy black sesame mochi. It can be made non-tea for caffeine-free preference.

This month’s premium tea market trend shows brands focus on diverse lifestyles by offering refreshing, innovative dessert-style drinks and health-conscious options.