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Chain

Story and Photos by Coffee t&i Thailand

TWG TEA

Singapore’s Premium Tea

Tea is increasing gaining popularity with more interest “TWG is short for The Wellbeing Group. We originated
from consumers around the world. A part of this growth is due from Singapore, but since Singapore does not grow tea, the
to more variety of tea out in the market for consumers with brand was positioned as the center for world’s finest tea. Many
different taste to enjoy. When talk about quality tea, there’s no misunderstood the year 1837 as the year TWG was founded.
way we would not mention TWG TEA. The Singaporean tea In fact, 1837 is when the island became a trading post for teas,
brand has been making its name across the world, offering af- spices and fine epicurean products, and we celebrate the year to
fordable premium quality luxury tea. CTI brings you the story emphasis our origin,” Donnayar explained.
of the world-class TWG TEA brand from Donnayar Kijkangwan, TWG TEA’s customers vary from one location to an-
Marketing Communication Manager of TWG TEA Thailand. other. “The Siam Paragon branch gets a lot of tourists, teenag-
TWG TEA, the center for world’s quality tea, was ers, and adults, as well as a few Japanese housewives, because
founded in Singapore in 2008. The brand now expanded to 52 it’s in the heart of the city. The Emporium branch sees mainly
branches in 15 countries around the world. In 2012, Mr. Yutha- businessmen and women during weekdays and families dur-
chai Jiranajit, owner of Italthai Group and Italthai Hospitality ing weekends. Here, we welcome a lot of Japanese housewives
brought TWG TEA to Thailand. As a tea lover, Mr. Yuthachai who come to enjoy an Afternoon Tea while waiting for their
was charmed by TWG TEA when he tried it in Singapore, and children.”
the idea of sharing the flavor with all Thai people came to him
naturally. There are 2 different store concepts in Thailand – the The Sense of Luxury
Salon & Boutique features a dining space, tea room, and retail Since TWG TEA is positioned as a luxury brand, the
space while the Boutique only features the retail space where stores are designed to evoke the sense of entering a kingdom of
you can take home quality products. luxury. “Affordable Luxury” may be the brand’s concept, but
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