Chotto Matcha, a Matcha Brand Founded in the Philippines and Expanded to Japan, Exhibits at THAIFEX – ANUGA ASIA

Matcha cafe brand 'Chotto Matcha' participated in the major international food exhibition 'THAIFEX – ANUGA ASIA' held in Bangkok, Thailand.

THAIFEX – ANUGA ASIA is a prestigious trade event attracting buyers and food industry professionals from across Southeast Asia and around the globe. Chotto Matcha showcased its brand concept, along with drinks and sweets featuring Shizuoka Matcha, at the Japan Pavilion organized by JETRO (Japan External Trade Organization).

THAIFEX – ANUGA ASIA 2026 is one of Asia's largest food and beverage exhibitions, featuring over 3,300 exhibitors from more than 60 countries/regions, with an expected attendance of over 95,000 industry professionals from more than 140 countries.

## Born in the Philippines, Expanded to Japan, and Aiming for Southeast Asia

Chotto Matcha is a 're-import' matcha cafe brand that was founded in the Philippines and successfully launched in Asakusa, Japan.

Since its inception, the brand's mission has been to deliver high-quality Japanese matcha to the world. Southeast Asia, in particular, is considered the brand's roots, and management has long viewed it as a key market for expansion.

This participation in THAIFEX was realized through an introduction by the company's financial institution. The company decided to exhibit to promote the appeal of Shizuoka Matcha to the Asian market via the JETRO Japan Pavilion.

During the exhibition, interactions with visitors and buyers from Thailand and other Southeast Asian countries underscored the strong interest in the expansion of the matcha market and authentic Japanese tea culture.

## Advancing Market Development through Partnerships with Thai Companies

Throughout the exhibition, the company held business discussions and exchanged views with various players in the Thai food and retail industries.

These discussions created new business opportunities. Moving forward, the company intends to accelerate its expansion into the Thai market in collaboration with local partners.

When expanding from the Philippines to Japan, the company faced various challenges regarding market environment, operations, and staff training. Similarly, in the Thai market, the strategy is to respect local culture and needs while introducing Japanese matcha culture, starting with approachable products like matcha lattes and sweets.

## Differentiation as a Brand Specialized in 'Shizuoka Matcha'

At the Japan Pavilion, the brand also had the opportunity to network with various traditional food and beverage manufacturers from across Japan.

Chotto Matcha focuses on building a brand dedicated to 'Shizuoka Matcha' through direct collaboration with tea farmers. Amidst growing global demand for matcha, the goal is to establish Shizuoka Matcha as a brand chosen for its superior quality, rather than as a mere alternative.

Another strength of the brand is its ability to provide localized product development and store operation expertise, derived from their actual experience in running cafes.

In the future, the company plans to continue expanding across the Southeast Asian market through collaboration with local partners, pop-up events, wholesale distribution, and potentially opening new store locations in Thailand.