JIANCHA is bringing its tea to 7-ELEVEN Thailand
JIANCHA is entering Thailand’s convenience retail market with its first ready-to-drink tea at 7-Eleven, using mass distribution and retail sales data to test demand ahead of future store expansion.
CPG Explained
- What happened
- JIANCHA, a fast-growing premium Chinese-style tea brand from Thailand, launched its first ready-to-drink product, a matcha-strawberry tea, inside 7-Eleven.
- Why it matters
- This could signal a push to convert its brand popularity into a scalable retail revenue stream, while using 7-Eleven's reach to test consumer demand in new areas.
- What's next
- The brand use 7-Eleven sales data to map demand before deciding where to build new physical stores, effectively lowering the risk of future store investment while building broader brand awareness through mass retail exposure.
JIANCHA has built its name serving premium Chinese-style tea from its own stores across Bangkok. Now the brand is taking its first step into ready-to-drink retail, launching a matcha green tea infused with strawberry pulp inside 7-Eleven. The 230ml bottle, priced at 49 baht, is JIANCHA's first product designed specifically for convenience store
Founded in late 2023 with a concept built around Chinese dynasty tea traditions, JIANCHA grew quickly from two opening branches at Siam Paragon and The Up Rama 3 to around 25 locations within its first year, earning a reputation as one of Bangkok's fastest-growing premium tea chains, in a category that includes regional names like Chagee.
The new drink is built as a two-layer product that consumers shake together before drinking, a mechanic the brand is marketing as "Shake Your Dream." According to JIANCHA's business plan, developing a shelf-stable version of its in-store recipe took roughly seven to eight months. The team had to preserve the drink's layered structure during transport, manage shelf life and keep the taste close to the in-store standard, a very different challenge from serving a freshly made drink at the counter.
The initial rollout covers approximately 10,000 7-Eleven locations across Bangkok and its metropolitan area, one of the most extensive convenience store networks in Southeast Asia.
Beyond the sales themselves, JIANCHA said it intends to use 7-Eleven sales data as a market-research input, identifying which areas show strong demand before committing capital to new physical stores.
JIANCHA is also expanding abroad in parallel with its domestic growth, rather than waiting to saturate the Thai market first. The brand currently operates in Melbourne (two stores) and Brisbane (one store) in Australia, Barcelona in Spain, and Singapore (two stores), with plans to enter Los Angeles, Malaysia, Indonesia and Vietnam.
JIANCHA's overall target is 100 stores in Thailand and 1,000 stores globally within five years.
Last updated 20 Aug 2026, 14:10
About the author
Narin Vattanakul
Senior Correspondent, Southeast Asia
Narin covers food, beverage, consumer goods and retail across Southeast Asia from Bangkok, with a focus on modern trade, brands and evolving consumer demand.