After “JIAN CHA” (Jian Cha) the Thai fruit tea and milk tea brand, famous for its popular hand-peeled grape tea, managed by “Ploy-Polly Hesant”, has rapidly grown amid fierce competition in the beverage market, capturing a loyal young customer base. Although it has operated just over a year, it currently has about 70 branches in Thailand.
Recently, it announced success in expanding overseas, launching two branches in Australia and one in Singapore, with plans next year to enter Spain and the United States. In Southeast Asia, expansion plans include the Philippines, Malaysia, and Indonesia, targeting a total of 1,000 branches worldwide by 2030.
“The international market is still not saturated. In the US, only a few major brands have entered with limited outlets. The brand has spent considerable time in the ASEAN region and only started expanding abroad about 2-3 years ago. Next year, Jian Cha plans to open about five branches each in the Philippines, Malaysia, and Indonesia. The following year should see even greater expansion since we enter via joint ventures with strong partners. Although tea consumption in the US is still modest, I am confident it will grow substantially in the future.”
Polly stated that the key to current expansion is going abroad to take Thai brands worldwide. As foreign brands aggressively enter the Thai market, competing effectively requires a unified vision. Thai brands must look outward; besides local marketing, they must go global. This is why Dr. Polly considers listing the business on a US stock exchange—to build investor confidence, promote Thai brands globally, strengthen branding, and attract top talent to Jian Cha.
Building on this success, Ploy-Polly saw an opportunity to expand her business portfolio beyond F&B into the wellness lifestyle sector. She recently launched a spa specializing in Thai massage under the name “Jai Chan Spa,” debuting its first branch at Siam Discovery shopping center.
Polly Hesant, the executive and founder of Jian Cha, noted that the global Thai massage market is worth over 200 billion baht, with the Thai domestic market valued at 35 billion baht. Both sectors show annual growth, especially in Thailand, which has become a global destination for Thai massage due to its reputation for skilled therapists and affordable prices.
Jai Chan Spa opened in June 2025 and has received an unexpectedly positive response, particularly from foreign tourists, who comprise over 80% of customers. The remaining 20% Thai clientele also demonstrate high repeat visitation rates.
“My personal interest in Thai massage for relaxation led me to this spa business. I also saw a market gap with no franchised Thai massage spas offering a distinctive experience, including popular ASMR shampoo beds. The spa business can incorporate products under the Jai Chan brand made from Thai herbal ingredients such as turmeric, white clay, fragrant rice, and oats. Thailand is famous not only for tea but also for Thai massage and herbs, which communicate Thai identity. While many massage shops exist worldwide, none have expanded systematically with consistent standards.”
In just over six months, “Jai Chan” has created a new wave in the Thai wellness sector by strategically redefining Thai identity with a modern, clean, and internationally standardized approach. The major goal is to build a strong holding company alongside sister brand Jian Cha, preparing for stock market entry and creating business value through sustainable health care concepts.
Jai Chan’s core concept is not just a regular massage shop but a brand focusing on longevity—how to extend the lifespan of body and mind. Polly identified a pain point in today's world where people work mentally intensive jobs without truly resting their brains.
The spa services are designed to provide therapy through sight, sound, scent, and touch, with the highlight being Thai-style ASMR shampoo spas occupying 70% of the service area, and Thai massage beds making up 30%. This offers a relaxing experience using shampoo beds combined with traditional Thai massage techniques and tools like wooden combs, differentiating it from typical Vietnamese-style spas commonly seen in the market.
“We developed the model and product offerings ourselves, studying and learning. All in-store products are from our own Jai Chan brand. These herbal-based products include shampoo, conditioner, facial foam, scrubs, masks, and facial creams, all derived from Thai herbal concepts. They can be extended to online sales, modern trade, and even Amazon in the US. Our pricing is affordable to ensure accessibility.”
After more than six months in operation, Polly said most customers are foreigners, especially Chinese, Arabs, and Dubai visitors, who enjoy and repeatedly use the service. Given the high cost of Thai massage abroad, tourists often prioritize wellness and massage when visiting Thailand. Many customers discover Jai Chan Spa through Google Map reviews; some visit Siam Discovery and choose to experience the unique concept and programs, leading to increasingly positive reception.
Looking ahead, Jai Chan Spa plans to open 15-20 franchise branches in Thailand in 2026, with about 10% being company-owned. Branch sizes range from S to XL. Currently, 2-3 prospective franchisees are in discussions, with initial expansion focused on Bangkok and surrounding areas, followed by provinces once the model is proven. Franchise fees align with sister brands, starting at 2.5 million baht excluding decoration, equipment, systems, first stock, and training.
Regarding international expansion, Jai Chan Spa may follow Jian Cha’s lead by opening branches in Australia, Singapore, or the US. The plan is to reach 1,000 outlets globally within 5-7 years, including locations in shopping malls and standalone stores.
“We want to be a massage shop accessible to everyone, emphasizing cleanliness, pleasant scents, a coherent concept, quality products, and customer comfort. Taking this seriously benefits mental relaxation—at least one hour per month as a self-reward. Currently, product sales are in-store only; as branches grow, we will expand retail distribution, including plans for cream sachets to be sold in 7-Eleven.” Polly said.
For 2026, Jian Cha plans to accelerate growth of all brands—Jian Cha, Polly Atelier Tea, and Jai Chan Spa—aiming for 1,000 outlets each worldwide within 5-7 years. The goal is to list all brands on NASDAQ within that timeframe to achieve global reach.
Regarding adding other brands to the portfolio, there are preliminary plans to enter the Thai restaurant business, currently under negotiation. Polly emphasized no plans to bring foreign brands into Thailand, as she believes Thai people are capable and is committed to supporting Thai brands to reach the global stage. Success would bring significant foreign investment and demonstrate Thai excellence.
Undeniably, Jai Chan Spa exemplifies how Thai soft power—through massage and herbs—can be redefined with modern marketing concepts emphasizing standards, cleanliness, and innovative services that truly meet the lifestyle needs of the global younger generation.
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