Mr. Thiti Harncharoenkij, managing director of Asia Food and Drink Limited Partnership, producer of Chatra Number 5 tea, said that the roots of Chatra Number 5 have grown alongside Chiang Rai tea for many generations. However, until now, the brand's story, origin, and expertise have not been fully communicated to the market.
The launch of the new packaging and support of products to all 10 vocational schools in Bangkok this time marks the beginning of bringing Chatra Number 5's existing identity more clearly to consumers and entrepreneurs. It also shifts the role from a tea producer and distributor to a brand aiming to be closer to actual users and business operators.
"We have long grown from our expertise in tea and working behind the scenes in the industry. Today, we want to share that experience with those starting out, whether students, new entrepreneurs, or beverage shops. We don't just want to sell tea; we want those who choose our tea to be able to use it effectively, start easily, and develop it into a career."
The introduction of Chatra Number 5's new packaging to the public is the first step before gradually launching the new format. The rebranding aims not only to change the packaging's appearance but also to clearly communicate the brand's identity, the tea's story, and product diversity to better reach consumers and entrepreneurs.
At the event, Chatra Number 5 also held a Tea Experience for participants to taste the brand's tea products and introduced standard recipes and ways to create beverage menus from the tea. This helps learners visualize how to use the ingredients practically in both learning and starting a career, building knowledge, content, and activities for future beginners.
This move is more than just launching new packaging; it marks a new chapter for Chatra Number 5. From a brand with deep roots and expertise in tea, it now clearly communicates its identity and moves closer to actual users, from classrooms to those starting beverage businesses.
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