Woodpeckers Group, responsible for managing Llaollao’s Spanish Natural Frozen yogurt in Malaysia, has inked a 20-year franchise deal with Cha Thai International, bringing the Thai tea brand ChaTraMue to the country. Under the agreement, their intention is to introduce between eight and ten ChaTraMue outlets within the current year and expand with an additional 30 stores in 2024, aiming for a total of 40 outlets.
Tan Kai Young, the Director of Woodpeckers, announced that Malaysia’s menu will reflect the authentic offerings of Thailand by utilizing the same Thai tea leaves. Impressively, Woodpeckers is the inaugural company outside Thailand to secure an exclusive national franchise with Cha Thai, a brand that boasts over 100 years of history and has expanded to Vietnam and Hong Kong. Considering Malaysia’s fondness for tea, ChaTraMue is anticipated to resonate well with local consumers.
Leveraging their success with Llaollao, which boasts over 80 outlets in Malaysia, Woodpeckers Group is optimistic about ChaTraMue’s prospects in the nation. The company intends to promote ChaTraMue’s unique Thai tea, distinguished by its exclusive tea leaves made just for the brand. In addition to ChaTraMue and Llaollao, the group also runs a fine-dining establishment, TBC. While the exact locations are yet to be revealed, the company’s initial focus will be on premier malls in the Klang Valley and Putrajaya areas.