CRG Launches 'I’M MATCHA' Brand to Tap into Thailand's Matcha Trend

Central Restaurants Group (CRG), a major player in Thailand's food and beverage sector, has officially entered the growing matcha market with the launch of its new brand, 'I’M MATCHA'. According to a report by Thai Post on September 23, 2026, the company aims to capitalize on the rising popularity of matcha among Thai consumers, often referred to as the 'Matcha Wave'.

The new brand positions itself by offering 'Ceremonial Grade' matcha, which is traditionally considered a higher quality, more refined form of the tea. CRG is marketing the product as an accessible, easy-to-drink option, with prices starting at 95 baht per serving. This move is part of a broader strategy to diversify the company's portfolio and cater to the increasing demand for premium tea-based beverages in the country.

For residents and travelers in Thailand, this expansion means more options for high-quality matcha drinks in commercial settings. While the brand has been launched, details regarding the specific locations of the first outlets or the full menu variety remain to be confirmed by the company. As the market for specialty tea continues to evolve, consumers can expect to see how this new entrant competes with existing artisanal and chain-based matcha providers across the region.