#Japan #Thailand #Bangkok #Chotto Matcha

Chotto Matcha's Journey

Chotto Matcha, a matcha cafe brand that originated in the Philippines, recently took part in one of Southeast Asia's largest international food exhibitions, THAIFEX – ANUGA ASIA, held in Bangkok, Thailand. This prestigious event attracted a plethora of buyers and food industry professionals not only from Thailand but from various countries around the world.

As part of the Japan Pavilion organized by JETRO (Japan External Trade Organization), Chotto Matcha presented a range of beverages and desserts made with premium Shizuoka matcha, as well as the brand's unique concept. THAIFEX – ANUGA ASIA 2026 is expected to host over 3,300 companies from more than 60 countries and regions, with more than 95,000 participants from over 140 nations, solidifying its status as one of Asia’s largest food and beverage exhibitions.

Reviving Roots in Southeast Asia

Originating from the Philippines, Chotto Matcha is notably a “reverse-import” matcha cafe brand that has expanded to Japan’s Asakusa district. Since its inception, the brand has been driven by the mission of delivering high-quality Japanese matcha to the world. Southeast Asia holds significant relevance for the brand as it aligns with its roots, and the re-entry into this market has long been part of its strategy.

The participation in THAIFEX was made possible through an introduction by the company's banking partner. By being part of the JETRO Japan Pavilion, Chotto Matcha aimed to showcase the appeal of Shizuoka matcha to the Asian market. Throughout the exhibition, the brand engaged with visitors and buyers from Southeast Asia, reaffirming the growing interest in matcha and Japanese tea culture.

Market Development and Collaboration in Thailand

During the exhibition, Chotto Matcha had the chance to negotiate and exchange ideas with many local food service providers and distributors in Thailand. These discussions resulted in the birth of new business opportunities. Moving forward, the company is eager to accelerate its efforts in the Thai market by collaborating with local partners.

While expanding from the Philippines to Japan, Chotto Matcha faced various challenges regarding market conditions, operations, and staff training. In the Thai market, the brand plans to respect local culture and needs while introducing approachable products such as matcha lattes and desserts, serving as an entry point to spread Japanese matcha culture further.

Differentiation with Shizuoka Matcha

Within the Japan Pavilion, Chotto Matcha enjoyed opportunities to connect with traditional food and beverage producers from across Japan. The brand is dedicated to a focused strategy that emphasizes Shizuoka matcha, working closely with tea farmers to create a distinctive brand. As the global demand for matcha continues to rise, Chotto Matcha aims to be recognized not just as an alternative, but as a premium brand chosen for its quality.

Leveraging its experience in operating cafes, Chotto Matcha can offer product development and operational expertise tailored to local markets, an undeniable strength of the brand.

In the future, plans include working with local partners, pop-up events, wholesale distribution, and potentially opening physical stores in Thailand, as the brand looks to expand its business within the Southeast Asian market.

About Chotto Matcha

Chotto Matcha is a specialty matcha brand founded in the Philippines and expanded into Japan's Asakusa district. Focused on using high-quality Shizuoka matcha, it aims to share Japanese tea culture with the world through matcha lattes and desserts.
For more information, please visit our official website or contact us at [email protected].