Chatime

Chatime, known in Chinese as 日出茶太, is a Taiwanese-origin international beverage franchise specializing in bubble tea, milk tea, fruit tea, fresh tea, smoothies, juices, coffee and drinks served with toppings such as tapioca pearls and nata de coco jelly. The brand was established by Henry Wang in Taiwan in 2005 under the business that developed into La Kaffa International. Its operating model is principally based on franchising, allowing local partners to develop stores while using Chatime's brand, recipes, supply systems and operating standards. The chain's first store outside Taiwan opened in California in 2006. International expansion subsequently moved into Australia in 2009 and Malaysia in 2010, followed by markets across Asia, North America, Europe, the Middle East and other regions. Malaysia became one of the brand's most important international markets and, before the 2017 franchise dispute, its operations represented a substantial share of global business. The chain also established a presence in the United States, Canada, the United Kingdom, the Philippines, Indonesia, Cambodia, Thailand, Bangladesh, India, the United Arab Emirates, Japan, South Korea, New Zealand and numerous additional markets. Chatime's core proposition combines familiar tea formats with customization. Customers can generally select sweetness and ice levels and add toppings. The best-known product is pearl milk tea, while the broader menu has included milk teas, fresh teas, fruit teas, so-called Oriental Pop Tea offerings, mousse drinks, smoothies, juices, coffee and QQ-style toppings. The latter combines tapioca pearls and nata de coco in some markets. Product availability varies by country because franchisees adapt menus to local tastes and collaborate with regional or international brands. The brand has used partnerships and entertainment marketing to support awareness. Collaborations have included AirAsia, McDonald's, BT21, Horlicks and Julie's. In 2012, AirAsia served selected Chatime drinks on flights operated under its Malaysian carrier code, promoting the offer as an in-flight bubble-tea service. Chatime has also used digital channels, including an official WeChat account in Malaysia, where a large promotional coupon campaign was used to drive trial and engagement. Taiwanese actress Ariel Lin was announced as a brand ambassador in 2012, and Crystal Lee was later presented as the first Chatime Friend. Chatime's corporate parent, La Kaffa International, became a publicly traded company on Taiwan's Emerging Stock Market in 2012 under ticker 2732. Chatime remains a major international bubble-tea franchise brand, although outlet counts and market coverage vary over time by country, franchise agreement and local operating conditions. Its history also includes significant franchise and employment-related legal matters, particularly in Malaysia and Australia, which form part of the brand's documented business record.

Chatime was founded in Taiwan in 2005 by Henry Wang. The chain developed under the La Kaffa business, which operated and expanded beverage concepts while building a franchising platform. From the outset, Chatime focused on tea drinks associated with Taiwan's rapidly internationalizing bubble-tea culture. Its menu combined milk tea and fresh tea with tapioca pearls, fruit flavors, jellies and other additions that could be adjusted to customer preferences. The brand began internationalization soon after its creation. Its first outlet outside Taiwan opened in California in 2006, establishing a model in which local franchise and operating partners could introduce the concept into new markets. Australia followed in 2009, and Malaysia in 2010. Malaysia became a particularly important market, reaching its 100th store in 2013 and becoming a major contributor to the chain's international revenue. Chatime also pursued expansion in the Philippines, the United States and other Asian markets, while adding stores in Canada, the United Kingdom, New Zealand, Indonesia, Thailand, Cambodia, Bangladesh, India, the Middle East and Europe. The company's retail strategy relied on standardized branding and beverage systems, combined with local menu development. Its core menu included pearl milk tea, milk tea, fresh tea, fruit tea, Oriental Pop Tea, mousse drinks, juices, smoothies and coffee. Toppings, especially tapioca pearls and QQ jelly made with combinations of pearls and nata de coco, were central to the customization experience. Some products were created specifically for individual markets, including a Horlicks collaboration in Malaysia. Sugar and ice customization helped the chain serve customers with different taste preferences. Chatime used high-visibility partnerships to reinforce its international image. In 2012, AirAsia placed selected Chatime drinks on flights operating from Malaysia, presenting the arrangement as a distinctive in-flight bubble-tea service. Chatime also became the first beverage company in Malaysia to establish an official WeChat account, using digital coupons in a large customer-acquisition campaign. The company employed entertainment-led promotion as well: Taiwanese actress Ariel Lin became a brand ambassador in 2012, and actress Crystal Lee was later named the first Chatime Friend. La Kaffa International reached a corporate-finance milestone in December 2012 when it debuted on Taiwan's Emerging Stock Market under stock code 2732. This made the parent one of the publicly traded companies associated with Taiwan's bubble-tea sector. The franchise network continued to develop through a mixture of company involvement, master franchisees and local operators. A major turning point came in Malaysia in 2017. La Kaffa terminated its master-franchise agreement with Loob Holding, citing a contractual dispute. La Kaffa announced that it would take over Malaysian operations, but Loob subsequently rebranded the overwhelming majority of the local Chatime outlets as Tealive. The dispute involved allegations concerning unauthorized ingredients, localization practices and breaches of contractual terms. La Kaffa sought an injunction against Loob's continued operation of a similar beverage business, but the Malaysian High Court rejected the application in May 2017. The parties settled outside court in August 2018 and agreed to end related Malaysian and Singapore proceedings without either side admitting liability. The brand has also faced employment-compliance scrutiny in Australia. Reports alleged wage underpayments affecting workers at company-owned outlets in Sydney and Melbourne, including junior employees and visa holders, because flat rates were used instead of all applicable entitlements under the Fast Food Industry Award. Separately, Chatime South Korea stated that it would take legal action over a business it considered to be selling similar products and soliciting franchisees. Chatime remains an active international tea franchise. Its presence and store count change as local franchise agreements begin, end or are transferred, so published totals are time-sensitive. The brand's continuing identity rests on Taiwanese bubble-tea origins, a broad tea-and-topping menu, franchised international distribution, and country-specific collaborations.

1. 2018Malaysia dispute settles

   La Kaffa and Loob Holding reach an out-of-court settlement and withdraw related proceedings.

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2. 2017Malaysian master-franchise relationship ends

   La Kaffa terminates its agreement with Loob Holding, triggering litigation, arbitration and widespread local rebranding to Tealive.

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3. 2013Malaysia reaches 100 stores

   Chatime's Malaysian network reaches its 100th outlet.

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4. 2012Parent company enters Taiwan's Emerging Stock Market

   La Kaffa International debuts on Taiwan's Emerging Stock Market under code 2732.

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5. 2010Malaysia market entry

   Chatime expands into Malaysia through a local master-franchise operation.

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6. 2009Australian expansion begins

   The brand enters Australia, which later becomes one of its larger overseas markets.

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7. 2006First overseas outlet opens in California

   Chatime begins international expansion with its first store outside Taiwan.

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8. 2005Chatime is founded in Taiwan

   Henry Wang establishes Chatime in Taiwan under the La Kaffa business.

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An accessible, mid-market international beverage franchise combining Taiwanese bubble-tea culture with localized menus, customizable drinks and high-traffic retail distribution.

• Pearl Milk TeaMilk tea

  Chatime's signature pearl milk tea combines a tea-and-milk base with chewy tapioca pearls. It is the clearest expression of the brand's Taiwanese bubble-tea identity and is typically offered with adjustable sweetness and ice levels. Exact recipes and serving options may vary by country.

• Fruit TeaFruit tea

  Fruit teas provide a lighter alternative to milk-based drinks, combining brewed tea with fruit flavors and, in some markets, fresh fruit or jelly toppings. Chatime has adapted flavor combinations to local preferences, making fruit tea one of its recurring international menu families.

• Fresh TeaTea

  The fresh-tea range emphasizes brewed tea flavors without necessarily using a milk base. It forms part of Chatime's broader effort to serve customers seeking a more tea-forward drink, often with optional sweetness, ice and toppings.

• QQ Jelly DrinksToppings and specialty drinks

  QQ offerings use chewy inclusions, including combinations of tapioca pearls and nata de coco. The format extends Chatime's customization proposition beyond conventional pearls, although availability differs by country and some versions have not been offered in Australia.

• Smoothies and JuicesBlended and fruit beverages

  Smoothies and juices broaden the menu beyond brewed tea. These drinks support fruit-led and blended occasions and may be combined with toppings or localized flavors depending on the franchise market.

• CoffeeCoffee

  Coffee is a secondary beverage category within Chatime's wider menu. Its inclusion allows stores to address customers who want a familiar non-tea option while maintaining the chain's primary focus on specialty drinks.

• 2013Crystal Lee Chatime Friend program

  Asia

  Crystal Lee was announced as Chatime's first Chatime Friend following her recognition as a young award-winning actress.

  Outcome. The program extended Chatime's lifestyle and youth-oriented communications.

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• 2012AirAsia in-flight bubble tea collaboration

  Malaysia · AirAsia international routes

  Chatime and AirAsia offered specialty drinks including roasted milk tea with red bean and mango green tea with rainbow jelly on selected Malaysian AirAsia flights.

  Outcome. The partnership gave Chatime unusual airline distribution and positioned the drinks as an in-flight bubble-tea innovation.

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• 2012WeChat digital coupon campaign

  Malaysia

  Chatime used its official WeChat account to distribute digital coupons and promote a large giveaway of drinks.

  Outcome. The campaign supported mobile engagement and customer trial in Malaysia.

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• 2012Ariel Lin brand ambassador program

  Taiwan · International

  Chatime appointed Taiwanese actress Ariel Lin as a brand ambassador.

  Outcome. The appointment connected the beverage chain with Taiwanese entertainment culture and celebrity-led brand awareness.

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• 2017Terminate the Malaysian master-franchise agreementStrategy

  La Kaffa and Loob Holding became involved in a contractual dispute concerning the Malaysian Chatime operation.

  What changed. La Kaffa ended the master-franchise agreement and announced plans to take direct control of Malaysian operations.

  Aftermath. Most Malaysian outlets changed to the Tealive brand, and the parties pursued litigation and arbitration before settling in 2018.

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• 2012Parent company pursues public-market financingOther

  La Kaffa International sought a public-market presence as Chatime and its related business expanded.

  What changed. La Kaffa International debuted on Taiwan's Emerging Stock Market under code 2732.

  Aftermath. The parent company became a publicly traded participant in Taiwan's beverage sector.

  Emerging Stock Market debut price. NT$168 per share (December 2012)

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• 2006Begin overseas expansion through franchisingStrategy

  After establishing the Taiwanese business, Chatime adopted an international growth model centered on franchise and master-franchise partners.

  What changed. The brand opened its first overseas outlet in California and subsequently entered multiple international markets.

  Aftermath. Franchising became the principal mechanism for building a large cross-border store network.

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• 2017Malaysia franchise and rebranding disputeControversy

  La Kaffa terminated its agreement with Loob Holding, after which 161 of 165 Malaysian Chatime outlets were rebranded as Tealive. The dispute proceeded through Malaysian courts and Singapore arbitration before an out-of-court settlement in 2018.

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• Australian wage underpayment allegationsControversy

  Reports alleged that 152 employees, including junior workers and visa holders, were underpaid at company-owned stores because applicable award loadings and penalty rates were not fully provided.

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• South Korean similarity and franchise solicitation disputeControversy

  Chatime said it would take legal action against a South Korean store accused of offering similar products and recruiting potential franchisees.

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• 2012La Kaffa International lists on Taiwan's Emerging Stock Market

  Chatime's parent company debuted on Taiwan's Emerging Stock Market under ticker 2732.

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• 2012AirAsia begins serving Chatime drinks on selected flights

  The airline and Chatime introduced selected bubble-tea drinks on Malaysian AirAsia flights serving multiple destinations.

  CampaignOther
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1. Chatime
2. Chatime official website