LINE MAN has recently spotlighted the booming trend of specialty Thai tea, showcasing unprecedented growth within this segment of the beverage market. According to their latest data, the number of new specialty tea shops has surged by over 205% in just three years, alongside remarkable consumer interest reflected by an 81% growth in order volumes, which is expected to exceed 400,000 cups by 2024.
The emergence of this trend connects seamlessly with the broader expansion of the tea industry, particularly since 2022. During this time, the demand for high-quality tea leaves has surged, resulting from increased consumer consciousness about beverage quality. Thailand has evolved to become the seventh largest tea market globally, with preferences leaning heavily toward premium products.
Among the leaders of this burgeoning market is KHIRI Thai Tea, which has emerged as one of the most popular brands on the LINE MAN platform. The owner, KHIRI, known as Prae, shared insights on the significant role specialty drinks have played, observing how the shift mirrors trends initially witnessed within the coffee shop industry. "Thai tea has been part of Thai culture for long, but the trend of specialty drinks has created the specialty Thai tea market," she remarked. This shift not only reflects changing tastes but also highlights the connection between consumers and their national beverage.
Thai consumers are now more willing to explore flavor and aroma variances, thanks to diverse sourcing of tea leaves from various regions of the country. Prae emphasized this aspect, noting unique taste profiles drawn from different locales, for example, tea from Chiang Rai offers floral and berry notes, contrasting with the citrus and buttery nuances of tea from Mae Hong Son. This originality is creating buzz among tea connoisseurs and casual drinkers alike.
A significant player contributing to this dynamic is the popular menu item known as "Thai up the World by Lisa," crafted by Lisa Manoban, member of the world-renowned group BLACKPINK, in collaboration with Erewhon, a luxury supermarket chain based in the U.S. This collaboration has sparked heightened interest from consumers globally, thereby pushing more businesses to cater to this premium tea market with variations of the lab-made "Thai tea by Lisa."
The LINE MAN platform has had its finger on the pulse of this growth. Its dataset indicates the significant acceleration, noting how between 2022 and 2024, orders for specialty Thai tea have increased 3.3 times, as opposed to 2.7 times for specialty coffee within the same time frame. This remarkable statistic indicates how quickly the market is shifting and adapting.
Currently, Bangkok stands out as the capital for this specialty tea trend, hosting 46% of the country's specialty tea shops, followed by surrounding areas such as Nonthaburi and Chonburi. The interest for high-end tea beverages is not confined within the metropolitan limits; rural tea shops now curate selections using premium tea leaves directly sourced from local farmers, emphasizing the link between local agriculture and consumer appreciation.
The collaboration with high-profile individuals and Brands, alongside innovative marketing strategies, are projected to propel specialty Thai tea closer to mainstream popularity, akin to its coffee counterpart. KHIRI insists, "If we can convey the story of Thai tea well, and if there are supporting factors such as novel menu developments and expansion to broader consumers, then specialty Thai tea may reach mass adoption akin to specialty coffee both regionally and internationally."
This movement speaks volumes about the cultural significance of Thai tea as well as the market's readiness to capitalize on contemporary trends. The enthusiasm surrounding specialty beverages is promising not only for the Thai tea market but also for the international drink scene, as the unique flavors of Thai tea could soon gain unprecedented recognition worldwide.