KAMU KAMU Targets Gen Z with New Brand Amidst Fierce Bubble Tea Competition

MGR Online•Economy•18d ago

Reader Briefing

KAMU KAMU is launching a new lifestyle brand for Gen Z in Q3 while its main brand faces intense competition from over 45 other bubble tea brands.

•KAMU KAMU is launching a new lifestyle brand specifically targeting Gen Z in the third quarter of this year.
•The existing KAMU KAMU brand is facing strong competition in the bubble tea market with over 45 established brands.
•KAMU KAMU aims to achieve 300 branches and 1,000 million THB in revenue within three years.
•The company plans to expand internationally, focusing on CLMV countries, Singapore, Indonesia, the Philippines, Japan, the US, and Australia.

Overview

•In Q3 this year, KAMU KAMU plans to launch a new lifestyle brand.
•KAMU KAMU is developing a new brand to target Gen Z consumers with a fun and energetic character.
•The existing KAMU KAMU brand faces fierce competition from over 45 bubble tea brands in the market.
•KAMU KAMU aims for 300 branches and 1,000 million THB in revenue within the next 3 years, projecting from 200 existing branches and 600 million THB revenue last year.
•KAMU KAMU will focus on expanding branches in provincial areas of Thailand, such as Chiang Rai and Udon Thani, in addition to existing urban locations.
•International expansion is planned for CLMV countries (Cambodia and Laos), with potential for Singapore, Indonesia, the Philippines, Japan, the US, and Australia.
•KAMU KAMU positions itself in the premium-mass market with an average price of 80-150 THB, targeting Gen Y.
•The bubble tea segment is valued at approximately 6,000 million THB and is experiencing good growth despite intense competition from local and international brands, especially from China and Taiwan.

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Key Quotes

Tinkrit Sintattasophon

"In the third quarter of this year, the company plans to launch another lifestyle-oriented brand targeting Gen Z with a fun, bright, and energetic character."

ในไตรมาสสามปีนี้ บริษัทฯมีแผนที่จะเปิดตัวร้านใหม่อีกแบรนด์หนึ่งเชิงไลฟ์สไตล์ซึ่งเป็นแบรนด์ที่จะมาเจาะกลุ่มเป้าหมาย Gen Z คาแรคเตอร์สนุกสนาน สดใส มีพลังมากขึ้น

Key Entities

Organization

KAMU KAMU(คามุคามุ)

A bubble tea brand that is launching a new lifestyle brand to target Gen Z and aims for significant growth in branches and revenue.

KAMU KAMU Company Limited(คามุ คามุ จำกัด)

The company that operates the KAMU KAMU bubble tea brand, planning new brand launches and expansion strategies.

Demographic

Gen Zℹ️

The target demographic for KAMU KAMU's new lifestyle brand, characterized as energetic and fun.

Person

Tinkrit Sintattasophon(นายทินกฤต สินทัตตโสภณ)

Chief Executive Officer of KAMU KAMU Company Limited, who announced plans for a new brand launch and business expansion.