Ichitan

Ichitan is a Thai beverage company and brand whose portfolio centers on ready-to-drink tea and related non-alcoholic drinks. The company was founded by Tan Passakornatee, who had previously founded Oishi Group, another major Thai beverage business. Ichitan was incorporated on September 3, 2010, establishing a new corporate platform for Passakornatee's beverage activities and positioning the business around packaged drinks distributed through Thailand's modern retail and convenience channels. The brand's best-known product is Ichitan Green Tea, a line of bottled and packaged tea beverages offered in several flavor profiles, including original tea, honey lemon, genmaicha, chrysanthemum, lychee, and sugar-free variants. The portfolio also extends beyond conventional green tea. Ichitan Chew Chew combines tea with nata de coco pieces, Dragon Black Tea uses black tea as its base, and Yen Yen Cool Herb Tea is a herbal beverage formulated from a blend of seven Chinese herbs. Reference material also identifies fruit drinks and energy drinks as part of the company's broader manufacturing scope. Ichitan's proposition is built around accessible, flavored, ready-to-drink beverages rather than specialist loose-leaf tea. Product variety, portable packaging, and the use of familiar Asian tea and herbal profiles allow the company to address mainstream consumers while maintaining a Thai cultural and regional identity. The company describes its green tea products as being made with tea plants cultivated using organic methods, although the available reference material does not provide a complete certification or sourcing framework. The business expanded outside Thailand through a 2014 joint venture involving Mitsubishi Corporation and Indonesia's PT Sigmantara Alfindo. The stated purpose of that arrangement was to produce and sell Ichitan drinks in Indonesia, representing a move from export-led distribution toward local-market production and commercialization. In August 2022, Philippine snack-food company Rebisco entered the beverage market as the exclusive distributor of Ichitan products in the Philippines, giving the brand another structured route into Southeast Asia. Marketing has also relied on entertainment-industry visibility. In January 2023, Thai actor, singer, model, host, and entrepreneur Vachirawit Chivaaree became an Ichitan brand ambassador. This appointment connected the brand with Thai popular culture and the regional reach of a high-profile celebrity, although the available references do not specify the campaign's financial terms or measurable sales results. Ichitan therefore occupies the position of a Thai mass-market beverage company with a core strength in ready-to-drink tea and an expanding range of herbal, fruit, and energy beverages. Its international activity has concentrated on neighboring Southeast Asian markets, particularly Indonesia and the Philippines. Detailed information about current ownership, executive leadership, headquarters, corporate listing, financial performance, and present-day market share is not established by the supplied reference material.

Ichitan was incorporated in Thailand on September 3, 2010, by Tan Passakornatee. Passakornatee had previously founded Oishi Group, and Ichitan represented a separate beverage venture built around packaged tea and related drinks. From its beginning, the company focused on ready-to-drink beverages suited to mass retail distribution, with green tea as its principal product category. The company's core green-tea range developed into a multi-flavor portfolio. Listed variants include Original, Honey Lemon, Genmaicha, Chrysanthemum, Lychee, Sugar Free, and Oolong Sugar Free. The drinks have been sold in several package formats, including 420 ml, 600 ml, 840 ml, and a 300 ml UHT format. This combination of flavor segmentation and multiple pack sizes supported different consumption occasions, from individual convenience purchases to larger take-home formats. Reference material states that Ichitan's tea is made with tea plants cultivated using organic methods, but it does not provide enough detail to assess the scope of that claim. Ichitan broadened its range beyond green tea through products such as Ichitan Chew Chew, which adds nata de coco to tea and is offered in Kyoho Grape, Strawberry, and Lychee flavors. Dragon Black Tea introduced a black-tea base with Mulberry, Apple, and Lemon variants. Yen Yen Cool Herb Tea became the company's first herbal beverage and was described as a blend of seven Chinese herbs: jiaogulan, grass jelly, mulberry, luo han guo, chrysanthemum, safflower flower, and bael. The wider company description also includes fruit drinks and energy drinks, indicating a broader non-alcoholic beverage manufacturing scope than tea alone. Internationalization became a notable part of the company's development. On August 27, 2014, Mitsubishi Corporation and Indonesia's PT Sigmantara Alfindo entered a joint venture intended to manufacture and sell Ichitan beverages in Indonesia. The arrangement gave Ichitan a formal production and commercial structure in one of Southeast Asia's largest consumer markets. The available material does not specify the venture's later ownership, manufacturing footprint, or financial performance. Corporate capital was subsequently recorded at 1,300 million baht in registered capital, with paid-up ordinary-share capital of the same amount as of December 31, 2015. These figures describe the company's capital position at that date; the supplied references do not establish current capitalization or valuation. The brand continued to pursue regional distribution. On August 24, 2022, Philippine snack-food company Rebisco became the exclusive distributor of Ichitan products in the Philippines. This agreement expanded the brand's route to market in another Southeast Asian country and linked Ichitan to an established local food-distribution organization. In January 2023, Vachirawit Chivaaree, a prominent Thai actor, singer, model, host, and entrepreneur, was appointed Ichitan's brand ambassador. The appointment reflects the company's use of entertainment personalities to build consumer awareness and cultural relevance. No campaign performance data is provided in the available source material. The supplied references present Ichitan as an active Thai beverage company with a core green-tea franchise, adjacent herbal and flavored tea lines, and regional activity in Indonesia and the Philippines. They do not provide sufficient information about current headquarters, ownership, listed status, senior management beyond the founder, financial results, or the company's current product and market footprint.

• 2023

  Vachirawit Chivaaree becomes brand ambassador

  [1]Ichitanen.wikipedia.org

  Vachirawit Chivaaree was appointed Ichitan's brand ambassador in January 2023.

• 2022

  Philippines distribution agreement

  [1]Ichitanen.wikipedia.org

  Rebisco became the exclusive distributor of Ichitan beverages in the Philippines on August 24, 2022.

• 2015

  Capital registered and paid in

  [1]Ichitanen.wikipedia.org

  As of December 31, 2015, the company was reported to have registered capital and paid-up ordinary-share capital of 1,300 million baht.

• 2014

  Indonesia joint venture announced

  [1]Ichitanen.wikipedia.org

  Mitsubishi Corporation and PT Sigmantara Alfindo entered a joint venture with the aim of producing and selling Ichitan beverages in Indonesia.

• 2010

  Ichitan is incorporated

  [1]Ichitanen.wikipedia.org

  Tan Passakornatee incorporated Ichitan in Thailand on September 3, 2010, establishing the company as a new beverage venture focused on packaged drinks.

Accessible, flavor-led ready-to-drink tea and Asian herbal beverages for mainstream consumers in Thailand and selected Southeast Asian markets.

• Ready-to-drink green tea

  Ichitan Green Tea

  Ichitan Green Tea is the company's principal product line and is offered in Original, Honey Lemon, Genmaicha, Chrysanthemum, Lychee, Sugar Free, and Oolong Sugar Free variants. The line has been sold in 420 ml, 600 ml, 840 ml, and 300 ml UHT packages. Reference material describes the tea as being made from organically cultivated tea plants.

• Tea with nata de coco

  Ichitan Chew Chew

  Ichitan Chew Chew is a flavored tea beverage containing nata de coco, giving the drink a chewable texture in addition to its liquid tea base. The cited flavors are Kyoho Grape, Strawberry, and Lychee. It extends Ichitan's tea platform into a more texture- and flavor-driven format aimed at consumers seeking an unconventional ready-to-drink beverage.

• Ready-to-drink black tea

  Dragon Black Tea

  Dragon Black Tea is Ichitan's black-tea offering. The listed variants are Mulberry, Apple, and Lemon, combining a black-tea base with fruit-oriented flavor profiles. The product broadens the company's tea portfolio beyond green tea while retaining the convenience and flavor customization associated with packaged beverages.

• Herbal beverage

  Yen Yen Cool Herb Tea

  Yen Yen Cool Herb Tea is described as Ichitan's first herbal beverage. Its formulation combines seven Chinese herbs or botanical ingredients: jiaogulan, grass jelly, mulberry, luo han guo, chrysanthemum, safflower flower, and bael. The line gives Ichitan a product identity rooted in regional herbal-drink traditions rather than conventional tea alone.

• Fruit drinks

  Ichitan fruit drinks

  Fruit drinks are included in descriptions of Ichitan's broader beverage manufacturing activities. The supplied reference does not identify specific names, flavors, package sizes, launch dates, or current availability for this part of the portfolio.

• Energy drinks

  Ichitan energy drinks

  Energy drinks are identified as a category manufactured by Ichitan. The available reference does not provide individual product names, formulas, launch dates, markets, or current status for these products.

• 2023Vachirawit Chivaaree brand ambassador appointment

  Thailand

  Ichitan appointed Thai actor, singer, model, host, and entrepreneur Vachirawit Chivaaree as a brand ambassador in January 2023, using celebrity association to support consumer-facing brand communication.

  Source

• 2023

  Use a high-profile Thai entertainment ambassadorStrategy

  Background

  Ichitan continued to use consumer marketing associated with Thai popular culture and celebrity visibility.

  Action taken

  The company appointed Vachirawit Chivaaree as brand ambassador in January 2023.

  Aftermath

  The appointment strengthened the brand's ties to Thai pop culture, but no specific campaign results were provided.

  Source

• 2022

  Appoint an exclusive Philippines distributorStrategy

  Background

  Ichitan pursued access to the Philippine beverage market through an established local food company.

  Action taken

  On August 24, 2022, Rebisco became the exclusive distributor of Ichitan products in the Philippines.

  Aftermath

  The arrangement created a dedicated distribution route for Ichitan in the Philippines; no sales or market-share results are provided.

  Source

• 2014

  Enter an Indonesia production and sales joint ventureM&A

  Background

  Ichitan sought to establish a production and commercial presence in Indonesia through an arrangement involving Mitsubishi Corporation and PT Sigmantara Alfindo.

  Action taken

  The parties entered a joint venture on August 27, 2014, with the stated objective of producing and selling Ichitan beverages in Indonesia.

  Aftermath

  The agreement marked Ichitan's move into structured regional expansion, although the available sources do not report later operating or financial outcomes.

  Source

1. 1Ichitanen.wikipedia.org