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Bangkok, Thailand [10 September 2025] – CTM (Captivating Tea Muse), a new tea brand by ChaTraMue, has launched its first modern tea shop at the LG Floor, Parkside Market, Central Park, Bangkok. CTM does not stand for ChaTraMue, but instead Captivating Tea Muse. The concept: tea that is not only refreshing, but also an inspiring art of drinking that elevates the experience and sparks creativity in everyone.
As tea-drinking habits evolve with the times, today’s consumers enjoy far more variety than traditional hot tea or milk tea, including a wide range of flavored teas from both local and global brands. The launch of CTM by ChaTraMue—Thailand’s longstanding tea pioneer—marks a significant shift in the industry.
Ms. Praonarin Ruangritthidech, Managing Director, Tiptari Co., Ltd. (operator of ChaTraMue), and the third-generation successor of the ChaTraMue legacy, explained: “ChaTraMue has been in the tea business for more than 80 years. Over the years, both Thai and international customers have recognized that teas grown in Thailand—with its rich natural resources—deliver uniquely complex flavors that rival the best teas in the world.”
She added: “In the past five years, consumer behavior has shifted from simply drinking hot or iced tea to embracing a wider spectrum of flavors, including matcha, a type of green tea. We saw it was the right time to introduce CTM: Captivating Tea Muse. Our first branch is now open at Central Park Bangkok, with more planned within this year.”
A Fresh Concept in Tea CultureBeyond being a new brand, CTM stands out with more than just innovative flavors. According to Praew, the concept fuses ChaTraMue’s expertise in tea with new sources of inspiration: “We don’t see tea as just a beverage, but as an experience that conveys emotions. Every cup tells its own story, interpreted differently by each person—whether it’s relaxation, refreshment, or pure enjoyment. At CTM, we aim to bring that colorful and inspiring experience into our customers’ everyday lives.”
Key DifferentiatorsIn addition to premium tea quality, CTM introduces a groundbreaking element: one of the first Thai tea shops to feature fresh tea extraction machines that brew cup by cup. This ensures a fresh, unique taste, enhancing refreshment, relaxation, and inspiration—true to CTM’s promise.
Over 40 Innovative Menu CreationsCTM presents more than 40 beverages under the “Muse” concept—combining different tea bases with fruits or toppings to create distinctive new flavors while preserving the essence of authentic tea. Highlighting the Captivating Series, six signature drinks include:
Market OutlookDespite the economic slowdown, ChaTraMue sees strong potential in the F&B sector. “Consumers will always need to eat and drink. The growing variety of tea brands only expands the market, which benefits both consumers and producers,” said Praew. She expects stronger sales in Q4, viewing tea as an accessible form of everyday celebration. CTM plans to expand further branches within the year.
Thai Tea with Global StandardsAlthough competition is intense—with both Thai and Chinese tea brands entering the market—Praew views it positively: “Consumers benefit from choice. With over 80 years of expertise, from Thai tea farming to production and preparation, we are proud to bring authentic Thai-grown tea to Thai consumers.”
Aside from select matcha offerings, which use premium ceremonial-grade leaves from Nishio and Yame, Japan, CTM sources its teas entirely from Thai plantations—supporting local farmers while offering customers uniquely Thai flavors. “It’s a wonderful opportunity for Thai consumers to explore CTM’s new creations—teas they’ve never experienced before. Each cup reflects the authentic taste of Thai-grown tea, with quality and identity that are truly one of a kind.”
CTM is not just a drink—it is a diverse world of tea flavors that inspire daily life. For more information, visit Facebook: CTM Thailand
As tea-drinking habits evolve with the times, today’s consumers enjoy far more variety than traditional hot tea or milk tea, including a wide range of flavored teas from both local and global brands. The launch of CTM by ChaTraMue—Thailand’s longstanding tea pioneer—marks a significant shift in the industry.
Ms. Praonarin Ruangritthidech, Managing Director, Tiptari Co., Ltd. (operator of ChaTraMue), and the third-generation successor of the ChaTraMue legacy, explained: “ChaTraMue has been in the tea business for more than 80 years. Over the years, both Thai and international customers have recognized that teas grown in Thailand—with its rich natural resources—deliver uniquely complex flavors that rival the best teas in the world.”
She added: “In the past five years, consumer behavior has shifted from simply drinking hot or iced tea to embracing a wider spectrum of flavors, including matcha, a type of green tea. We saw it was the right time to introduce CTM: Captivating Tea Muse. Our first branch is now open at Central Park Bangkok, with more planned within this year.”
A Fresh Concept in Tea CultureBeyond being a new brand, CTM stands out with more than just innovative flavors. According to Praew, the concept fuses ChaTraMue’s expertise in tea with new sources of inspiration: “We don’t see tea as just a beverage, but as an experience that conveys emotions. Every cup tells its own story, interpreted differently by each person—whether it’s relaxation, refreshment, or pure enjoyment. At CTM, we aim to bring that colorful and inspiring experience into our customers’ everyday lives.”
Key DifferentiatorsIn addition to premium tea quality, CTM introduces a groundbreaking element: one of the first Thai tea shops to feature fresh tea extraction machines that brew cup by cup. This ensures a fresh, unique taste, enhancing refreshment, relaxation, and inspiration—true to CTM’s promise.
Over 40 Innovative Menu CreationsCTM presents more than 40 beverages under the “Muse” concept—combining different tea bases with fruits or toppings to create distinctive new flavors while preserving the essence of authentic tea. Highlighting the Captivating Series, six signature drinks include:
- ชานมอู่หลงนางงาม Oriental Beauty Oolong Milk Tea – Fragrant honey-like notes with ripe fruit undertones.
- ชาจัสมินบลูม Jasmine Bloom Tea – Green tea infused with fresh jasmine blossoms, offering a soothing aroma.
- ชาต้งติ่งเกาลัด Chestnut Dong Ding Milk Tea – Bold, unique Dong Ding tea paired with creamy chestnut purée.
- ชานมขาวไอวอรี่ปั่น Ivory White Milk Tea Frappe – Fresh white tea blended with milk; can be enhanced with chewy oat pops.
- ชาไทยซีทีเอ็มเครมบรูเล่ CTM Thai Tea Crèm Brûlée – Rich Thai tea topped with torched cream cheese for a velvety finish.
- ชาส้มโอทับทิมสยาม Siam Ruby Pomelo Tea – Jasmine tea with Siam Ruby pomelo pulp; sweet, tangy, and refreshing.
Market OutlookDespite the economic slowdown, ChaTraMue sees strong potential in the F&B sector. “Consumers will always need to eat and drink. The growing variety of tea brands only expands the market, which benefits both consumers and producers,” said Praew. She expects stronger sales in Q4, viewing tea as an accessible form of everyday celebration. CTM plans to expand further branches within the year.
Thai Tea with Global StandardsAlthough competition is intense—with both Thai and Chinese tea brands entering the market—Praew views it positively: “Consumers benefit from choice. With over 80 years of expertise, from Thai tea farming to production and preparation, we are proud to bring authentic Thai-grown tea to Thai consumers.”
Aside from select matcha offerings, which use premium ceremonial-grade leaves from Nishio and Yame, Japan, CTM sources its teas entirely from Thai plantations—supporting local farmers while offering customers uniquely Thai flavors. “It’s a wonderful opportunity for Thai consumers to explore CTM’s new creations—teas they’ve never experienced before. Each cup reflects the authentic taste of Thai-grown tea, with quality and identity that are truly one of a kind.”
CTM is not just a drink—it is a diverse world of tea flavors that inspire daily life. For more information, visit Facebook: CTM Thailand
