TWG Tea

TWG Tea is a Singaporean luxury tea brand and teahouse operator established in 2008. The acronym refers to the Singapore-based Wellbeing Group associated with the brand’s origin. TWG Tea was conceived by entrepreneur Manoj M. Murjani together with French-Moroccan tea sommelier Taha Bouqdib, with Maranda Barnes Bouqdib also involved as a founding partner. The business was created around a premium interpretation of tea retail and hospitality, combining branded tea blends with elaborate salons, boutique presentation, food service, and specialist staff training. The first TWG Tea outlet opened at Republic Plaza in Singapore’s Raffles Place in 2008. A larger location followed at ION Orchard, helping establish the brand’s flagship retail and salon format. By 2009, TWG Tea products had entered selected international distribution through retailers such as Dean & DeLuca in New York, while the brand was also served on Singapore Airlines flights. Its first overseas boutique opened in Jiyugaoka, Tokyo, in 2010. The business then expanded into Hong Kong in 2011, followed by additional locations across Asia, the Middle East, Europe, and North America. Ownership and corporate control changed during the brand’s early growth. Osim International acquired a 35% equity interest in 2011 and later acquired a majority stake in 2014. That same period was marked by an ownership dispute between Murjani and Bouqdib. Murjani and the original Wellness Group subsequently exited the brand, while the business became associated with The Wellbeing Group, a separate parent entity established by Bouqdib. The ownership transition coincided with the continuing international development of TWG Tea under the wider V3 Group structure. TWG Tea’s range includes more than 1,000 tea varieties sourced from dozens of tea-producing regions. Products are organized into color categories including black, blue, green, yellow, white, and red teas, with blends such as Singapore Breakfast Tea, Silver Moon Tea, and 1837 Black Tea. The portfolio also includes rare and luxury products such as Imperial Gyokuro and Gold Yin Zhen, the latter featuring 24-karat gold flakes. Beyond packaged teas, the company sells teapots, teacups, and other upscale tea ware. Its salons extend the brand beyond packaged tea. Outlets serve brewed tea alongside tea-infused meals, salads, quiches, soups, pastries, and desserts. The brand operates or has operated boutiques and salons in Singapore, Tokyo, Hong Kong, London, Vancouver, Dubai, and major cities in China, Malaysia, Thailand, South Korea, and the United States. In Hong Kong, following a trademark dispute with the Tsit Wing Group, which had used the TWG initials in the region for decades, the business trades under the Tea WG name. Training is a core part of the brand’s positioning. TWG Tea established a staff training facility at its Singapore headquarters in 2014 and formally launched the TWG Tea Institute in 2017. The institute teaches employees brewing methods and knowledge of the company’s extensive product range. By 2019, the brand had around 70 outlets in 19 cities and distributed products through retailers in more than 40 countries. Its current identity combines Singaporean origin, luxury hospitality, global specialty retail, and the presentation of tea as a collectible product and premium lifestyle experience.

TWG Tea was established in Singapore in 2008 as a premium tea and hospitality venture associated with the Wellbeing Group. Entrepreneur Manoj M. Murjani developed the concept with Taha Bouqdib, a French-Moroccan tea sommelier, and Maranda Barnes Bouqdib as a founding partner. The business sought to distinguish itself from conventional tea retail by combining a large curated tea assortment with luxury boutiques, destination salons, premium tableware, and tea-based food service. The first outlet opened at Republic Plaza in Raffles Place, Singapore, followed by a larger presence at ION Orchard. International distribution began quickly. In 2009, TWG Tea products were available through Dean & DeLuca in New York and were served on Singapore Airlines flights. The company’s first overseas store opened in Jiyugaoka, Tokyo, in 2010. Expansion continued into Hong Kong in 2011 and subsequently into other Asian, Middle Eastern, European, and North American markets. The company’s growth brought both investment and legal challenges. Osim International purchased a 35% stake in April 2011 and acquired a majority stake in 2014. TWG Tea’s Hong Kong expansion led to litigation by the Tsit Wing Group, a long-established Hong Kong business that used the initials TWG. The courts ruled for Tsit Wing in 2014, after which the brand traded as Tea WG in Hong Kong. The same period saw an ownership dispute between Murjani and Bouqdib. Murjani and the original Wellness Group left the business, while the brand became associated with The Wellbeing Group, a separate entity established by Bouqdib. TWG Tea developed a broad product portfolio, reportedly exceeding 1,000 blends and drawing tea from 47 producing areas. Its naming and merchandising system includes black, blue, green, yellow, white, and red tea categories. Best-known blends include Singapore Breakfast Tea, Silver Moon Tea, and 1837 Black Tea. The company also markets high-end teas such as Imperial Gyokuro and Gold Yin Zhen, as well as tea accessories and gift products. Its salons serve brewed tea with savory and sweet food, reinforcing the brand’s role as a luxury lifestyle and hospitality operator rather than only a packaged-goods label. Education became another component of the operating model. A training facility opened at the Singapore headquarters in 2014, and the TWG Tea Institute was formally launched in 2017 to educate employees in brewing techniques and the characteristics of the company’s blends. By 2019, the company had around 70 outlets in 19 cities and distributed products through retailers in over 40 countries. Its tea was sold through TWG-branded boutiques and salons as well as international retailers including Harrods, Dean & DeLuca, El Corte Inglés, and Feinkost Käfer. The brand remains associated with luxury tea, Singaporean origin, global specialty retail, and experiential tea service.

• 2017

  TWG Tea Institute launched

  [1]TWG Teaen.wikipedia.org

  The Singapore institute formalized employee training in tea preparation and product knowledge.

• 2016

  First North American location opened

  [1]TWG Teaen.wikipedia.org

  TWG Tea entered North America with a location in Vancouver.

• 2014

  Hong Kong naming changed to Tea WG

  [1]TWG Teaen.wikipedia.org

  Following a trademark ruling favoring the Tsit Wing Group, the brand changed its Hong Kong trading name.

• 2014

  Singapore headquarters training facility opened

  [1]TWG Teaen.wikipedia.org

  The company established a facility to train staff in tea knowledge and service.

• 2011

  Osim International acquired a 35% stake

  [1]TWG Teaen.wikipedia.org

  The investment provided a corporate platform for further international expansion.

• 2011

  Hong Kong expansion began

  [1]TWG Teaen.wikipedia.org

  TWG Tea opened a store at IFC Mall in Hong Kong.

• 2010

  First overseas boutique opened in Tokyo

  [1]TWG Teaen.wikipedia.org

  The company opened its first international store in Jiyugaoka, Tokyo.

• 2009

  International retail and airline distribution began

  [1]TWG Teaen.wikipedia.org

  TWG Tea products reached Dean & DeLuca in New York and were offered on Singapore Airlines flights.

• 2008

  TWG Tea was established in Singapore

  [1]TWG Teaen.wikipedia.org

  The brand was founded as a luxury tea and teahouse venture associated with the Wellbeing Group.

• 2008

  First outlet opened at Republic Plaza

  [1]TWG Teaen.wikipedia.org

  TWG Tea began operating its first tea outlet in Singapore’s Raffles Place.

Luxury, globally sourced tea presented through premium retail, destination teahouses, tea-infused cuisine, giftable packaging, and specialist tea education.

• Tea blend

  Singapore Breakfast Tea

  A signature blend named for the brand’s Singaporean origin and positioned as an accessible expression of its premium tea portfolio.

• Tea blend

  Silver Moon Tea

  One of TWG Tea’s named signature blends, sold as part of the brand’s broad selection of packaged and salon-served teas.

• Black tea blend

  1837 Black Tea

  A flagship black tea associated with the TWG Tea identity. The number 1837 is used in the brand’s visual identity as a reference to the founding of the Singapore Chamber of Commerce.

• Luxury green tea

  Imperial Gyokuro

  A rare and premium tea offering positioned toward collectors and customers seeking highly specialized Japanese green tea.

• Luxury white tea

  Gold Yin Zhen

  A luxury tea presented with flakes of 24-karat gold, illustrating TWG Tea’s emphasis on giftable and highly theatrical premium products.

• Hospitality and retail · 2008

  TWG Tea salons

  Destination venues combining tea boutiques with restaurant-style service. Salons serve brewed teas alongside salads, quiches, soups, pastries, desserts, and other tea-infused food.

• Tea equipment and gifts

  Tea accessories

  The brand sells upscale teacups, teapots, gift sets, and related accessories designed to extend the tea experience into home use and gifting.

• 2017

  Formal launch of the TWG Tea InstituteStrategy

  Background

  The company needed consistent product and preparation knowledge across its expanding international salon network.

  Action taken

  TWG Tea launched an internal institute in Singapore to train employees in brewing techniques and the characteristics of its tea blends.

  Aftermath

  Tea education became a formal part of the brand’s service and operating model.

  Source

• 2014

  Ownership transition following founder disputeM&A

  Background

  A dispute between Manoj M. Murjani and Taha Bouqdib concerned control and ownership of the TWG business during its international expansion.

  Action taken

  Murjani and the original Wellness Group exited, while the brand became associated with The Wellbeing Group established by Bouqdib. Osim International also held a majority stake.

  Aftermath

  The business continued international expansion under the revised ownership structure.

  Source

• 2014

  Hong Kong brand name changed to Tea WGStrategy

  Background

  The Tsit Wing Group challenged TWG Tea’s use of the initials TWG in Hong Kong.

  Action taken

  After the court ruling, the company operated its Hong Kong business under the Tea WG name.

  Aftermath

  The brand retained its broader TWG Tea identity outside Hong Kong while using a localized name in that market.

  Source

1. 1TWG Teaen.wikipedia.org