Philippines-Born, Japan-Based Matcha Brand “Chotto Matcha” Exhibits at THAIFEX – ANUGA ASIA, Thailand’s Largest International Food Trade Show

Sharing the appeal of Shizuoka matcha with Southeast Asia and taking a new step toward expansion into the Thai market.

Chotto Matcha, a matcha café brand, exhibited at THAIFEX – ANUGA ASIA, one of Thailand’s largest international food and beverage trade exhibitions, held in Bangkok.

THAIFEX – ANUGA ASIA is a global trade show that attracts buyers and food industry professionals not only from Thailand but from across Southeast Asia and around the world. Chotto Matcha participated in the Japan Pavilion, organized by the Japan External Trade Organization (JETRO), where it introduced its brand concept along with beverages and desserts made using premium Shizuoka matcha.

THAIFEX – ANUGA ASIA 2026 brought together more than 3,300 exhibitors from over 60 countries and regions and was expected to welcome more than 95,000 industry professionals from over 140 countries, making it one of Asia’s largest food and beverage trade exhibitions.

Born in the Philippines, Expanded to Japan, and Now Looking Toward Southeast Asia

Chotto Matcha is a “reverse-import” matcha café brand that was first established in the Philippines before successfully expanding into Asakusa, Tokyo.

Since its founding, the brand has been committed to sharing high-quality Japanese matcha with the world. Southeast Asia has always been an important region for the company, not only because of its origins but also because of its long-term vision for regional growth.

Participation in THAIFEX became possible through an introduction from the company’s banking partner. Motivated by the opportunity to showcase the quality and potential of Shizuoka matcha through the JETRO Japan Pavilion, Chotto Matcha decided to take part in the exhibition.

Throughout the event, the team connected with visitors and buyers from Thailand and neighboring countries, reaffirming both the rapid growth of the matcha market and the increasing interest in authentic Japanese tea culture across Southeast Asia.

Expanding Business Opportunities Through Partnerships in Thailand

During the exhibition, Chotto Matcha held discussions and exchanged ideas with numerous Thai food service operators, distributors, and other industry professionals.

These meetings created new business opportunities, and the company plans to accelerate its efforts toward entering the Thai market by developing partnerships with local businesses.

When expanding from the Philippines into Japan, the brand encountered various challenges, including differences in market conditions, operations, and staff training.

Drawing from those experiences, Chotto Matcha intends to approach the Thai market with respect for local culture and consumer preferences while using approachable products such as matcha lattes and matcha desserts as a gateway to introducing authentic Japanese matcha culture.

A Brand Dedicated to Shizuoka Matcha

The Japan Pavilion also provided valuable opportunities to connect with traditional Japanese food and beverage producers from across the country.

Through direct collaboration with tea farmers, Chotto Matcha is building a brand centered specifically on Shizuoka matcha. As global demand for matcha continues to grow, the company aims to position Shizuoka matcha not merely as an alternative to other varieties but as a premium choice recognized for its exceptional quality.

Another key strength of the brand is its practical experience operating cafés, enabling it to provide expertise in product development and store management tailored to local markets.

Looking ahead, Chotto Matcha plans to expand its presence in Southeast Asia through partnerships with local businesses, pop-up events, wholesale distribution, and, ultimately, the establishment of stores in Thailand.

Contact:

hello@chottomatcha.net