From Thai Tea Shop to Hundred-Million Brand: How Chongdee Achieved 200% Growth and Sold 100,000 Cups Amidst a Saturated Mall Tea Market

In the highly competitive beverage market known as a Red Ocean, gaining a competitive edge goes beyond taste; it involves creating an Emotional Connection and a Collection Culture that transforms mere buyers into true Brand Loyalty.

"Chongdee," a Thai tea brand that began as a family business, has demonstrated this success with revenue soaring to 100 million baht in 2025, marking a 200% increase compared to the previous year. This growth stems from expanding store locations and increasing sales per outlet. By 2025, the brand achieved its target of opening 15 branches.

The Origin of Mascot Marketing "Patongko" More Than Just a Giveaway

Sureeporn Poonsakpaisan, co-founder of Chongdee Tea, explained that the pivotal moment making "Chongdee" viral across social media was the timely implementation of Mascot Marketing. It began with a Limited Edition "Patongko Pillow" giveaway during the One Bangkok branch opening on 14 February. The clever gimmick—allowing pairs to connect and singles to take one side—generated smiles and caused long queues from the moment the mall opened. The character's appeal, which resonated well with Thai consumers, clearly boosted business figures. During the promotion offering Patongko dolls or keychains, sales per branch doubled—an increase of 100% compared to normal days. Even after the campaign ended, the new sales baseline remained 30-50% higher than pre-promotion levels. This confirms that the strategy did not just temporarily boost sales but also served as an effective Customer Acquisition tool, attracting new customers to try the brand for the first time.

Product Quality as the Foundation of Sustainability

Although the mascot opened the door to customers’ hearts, the "core" that ensured repeat purchases was product quality. Chongdee positioned itself as a brand emphasizing "authentic Thai tea without artificial colors or flavors," certified free of Sunset Yellow dye. It was among the first to raise safety and natural taste standards in the Mass-Premium market segment. As a result, the signature menu item, "Chongdee Tea," accounts for over 50% of total sales portfolio.

Additionally, the average purchase per bill ranges between 200-300 baht—higher than typical beverage outlets—achieved through a well-balanced product mix including drinks, snacks, and bottled take-home items.

With a robust central kitchen system ensuring precise flavor control, Chongdee began expanding internationally, opening its first overseas branch at Pavilion Kuala Lumpur, Malaysia. It received strong reception within two weeks due to consumption habits similar to Thailand’s and the brand’s potential as a regional Thai soft power beverage. In 2026, Chongdee plans to open over 10 more branches across major Thai cities and ASEAN markets.

From the First Step to a Phenomenon of 150,000 Cups per Day

Chongdee’s success today is not only reflected in soaring revenue figures but also in statistically significant growth in its customer base. Six months ago, the brand had 1.4 million buyers; through precise marketing strategies and continuous new experiences, the customer base has grown to 1.8 million.

More interesting than the customer volume is the improvement in purchase frequency—a challenging metric in the beverage industry. Previously, customers visited only once per year on average. Now, Chongdee has surpassed this barrier, increasing repeat purchase frequency to more than once per year, demonstrating the strength of its membership system and customer brand loyalty.

Looking back to its beginnings, Chongdee has come a long way from selling just 600 cups per day to creating a new phenomenon with total sales exceeding 150,000 cups per month. This underscores that beyond flavor, efficient business management and strategic location selection are key to its success.

Notably, the Central Ladprao branch remains the top-selling outlet, benefiting from massive foot traffic and its status as the "first branch" that established brand recognition and a loyal customer base from day one to the present.

Launching “Chandee” Premium Soy Milk at 75 Baht

Finally, a new challenge to watch is the launch of the twin brand "Chandee," a premium soy milk line spun off as an independent brand. It originates from customer insight appreciating Chongdee’s homemade rich soy milk recipe. This brand extension is a horizontal growth strategy aimed at covering diverse consumer needs while maintaining a modern Thai identity. Starting at 75 baht, the first branch is located on the ground floor of Central Ladprao shopping mall. It currently sells over 500 cups daily, with plans to expand to 5-10 branches this year.