The Thai tea beverage market in 2025 was valued at 26 billion baht, with the bubble tea segment growing robustly to approximately 6 billion baht. The name “KAMU KAMU” is not just an ordinary bubble tea shop but a Thai brand with Japanese spirit that has proven itself over more than 15 years.
The beginning of this success was not easy. KAMU KAMU was founded in 2011 by Tinkrit Sintattasophon, and Ranida Sintattasophon, who started from a "dislike" of bubble tea, due to a bad experience abroad where the tapioca pearls were so tough they caused jaw fatigue, making them wary of this drink.
However, fate played a twist as the saying goes, “hate what you end up with.” They decided to turn that dislike into motivation to create a "different" tea brand to erase their previous bad impression. They traveled to Japan and China for months to learn the art of tea brewing and find the right, distinctive flavor.
This became the initial identity of KAMU KAMU, which started as a small 4-square-meter shop at the Interchange Building, launching on 7 April 2011. From 15,000 cups sold then, it evolved into an innovative beverage brand beloved by consumers, with over 200 branches nationwide and monthly sales now reaching 1 million cups.
Today, KAMU KAMU is entering a new challenging era with a revenue target of 1 billion baht and a strategy to become a “Tea Specialist,” aiming to establish the Thai brand across ASEAN and globally. What is the secret behind this brand’s sustained and rapid growth amid fierce competition?
Tinkrit Sintattasophon, CEO of KAMU KAMU Co., Ltd., said that in Q1 2026, sales grew 30% compared to the same period last year. The tea beverage segment grew 40%, outpacing the brand's overall beverage growth of 10%, reflecting strong potential despite challenging economic conditions and intense market competition.
Regarding revenue structure, bubble tea remains the most popular menu item, accounting for 60% of sales. Other teas such as Thai tea and matcha represent 20%, and other beverages make up the remaining 20%. This shows that tea is not only the brand’s foundation but also a key opportunity to expand the product portfolio and drive future growth.
Tinkrit added that today’s consumers increasingly value premium quality, ingredients, and drinking experience, especially working adults and younger generations, who constitute over 80% of KAMU KAMU’s customer base. Elevating “tea” as the brand’s core leverages its strengths and sets a critical growth direction for the future.
This is also supported by a major rebranding last year that modernized the brand image and enhanced appeal to younger consumers, alongside continuous product quality and development improvements.
KAMU KAMU positions itself among the top 5 premium mass tea brands in Thailand, leveraging its accessible brand and widespread locations. It currently generates revenue of 600 million baht, up from about 500 million baht the previous year—a 20% growth—while progressing toward its 1 billion baht revenue and 300-branch expansion target by 2029.
This strong foundation comes from growth in Thailand alongside strategic international market expansion. The brand focuses on the Thai and CLMV countries—Laos and Cambodia already have branches—due to high market potential and consumer behavior alignment with Thai brands. Expansion into larger markets like Indonesia, the Philippines, China, Japan, and the United States is planned as a complementary growth avenue.
“For branch expansion, Kamu employs franchise and master franchise models, with initial investment costs around 2 to 2.5 million baht, including construction and equipment. Currently, the main branch network focuses on office areas in Bangkok, but this year and next, expansion into provinces—especially key cities like Chiang Mai, Khon Kaen, and Chonburi—will intensify. Provincial branches currently represent only 20% of total locations. Additionally, the brand is increasing presence in department stores and hypermarkets.”
Tinkrit further noted that consumer behavior reflects tea’s increasing role in daily life. KAMU KAMU customers average 2–3 visits per week, with an average spend of 80 baht per transaction, underscoring the brand’s potential as an accessible quality beverage integrated into consumers’ daily lifestyles.
Consumer trends are shifting toward health consciousness, with over 50% of customers ordering sweetness levels of 25-50%, while regular sweetness orders are declining. The brand also employs character marketing through “Kamu & Friends,” six characters representing key ingredients, used across social media, packaging, and merchandising to build brand engagement, enhance recognition, and connect with younger consumers long-term.
Growth will be driven by three main strategies: continuous branch expansion with flexible stores averaging 23 square meters to suit various locations and improve consumer reach; regular new product development with new menus launched every two months to keep offerings fresh and align with rapidly changing consumer behaviors; and brand building through clear experiences and communication to position KAMU KAMU as a modern, distinct beverage brand firmly in consumers’ minds.
Finally, Tinkrit addressed competition, especially from Chinese brands entering the market more aggressively. KAMU KAMU remains confident in its core values and position as a trendsetter, introducing new menus every 1-2 months, enabling it to maintain a strong market presence regardless of increased competition.
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