Thailand’s Punthai Coffee has signed social media creator Khun Noey as its first brand partner. Together, they will roll out a five-part matcha drink series across the chain’s network.

That partnership runs through 2026 and builds on an earlier customisation campaign. It targets younger consumers and specialty tea drinkers in the country’s competitive beverage market.

The chain will release five exclusive matcha beverages under the campaign banner “The Matcha That Noey Loves”. The first item, named Matcha Latte Rocky Mountain, went on sale on 15 October. It remains on menus through 31 December 2026 across physical outlets and delivery channels.

This debut drink features two shots of matcha latte over lightly sweetened fresh milk and konjac jelly. Baristas finish the beverage with whipped cream, brownie chunks, crushed Oreo cookies and caramel syrup.

Chains across Southeast Asia lean heavily into dessert-style tea drinks to lift ticket sizes and draw younger foot traffic. Operators use layered toppings, jellies and branded confectioneries to justify premium price points over standard iced coffees.

For store teams, building complex specialty drinks introduces kitchen friction during peak hours. Punthai is betting that creator-led recipes create enough volume and delivery demand to offset the added assembly time per cup.

The campaign follows the brand’s Punthai D.I.Y. Promotion, where customers shared their own drink combinations on social media. Turning user recipes into formal menu items gives the chain a low-cost testing ground for flavour trends before committing to seasonal supplies.

Four additional drinks in the collaborative series will debut over the coming months ahead of the 31 December 2026 cutoff.

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