Created by new generation of entrepreneurs for new generation of consumers.
It started by the realization that most tea brands in Asia lacked true edge. Sinittara Chuenchoojit, a young graduate from Bangkok, decided not to pursue the corporate rat race, but instead started her own small business she would be proud of. Being interested in fashion and food, she chose to merge both passions, bringing to life a brand that would stand for quality, distinctive character and uncompromising service. The first GAGA was born in 2019. Although it was only a few months before the pandemic, the brand quickly became viral and known for its bold and unconventional beverages. During Covid-19 the business grew faster than any other competitors. With products that travelled well on delivery, such as famous GAGA Overload – a signature bubble milk tea – and GAGA Thai tea - known for its top quality – the number of brand’s enthusiasts increased exponentially, with dozen new stores opening within its first 24 months of existence.
“Welcome to GAGA a passionate tea lover and mousse maker”
Despite the intense competition in the milk tea and Thai tea segment, GAGA established itself as a new entrant to be reckoned with - not a typical “bubble tea player”, but rather a proper lifestyle and signature beverage concept. Since its early days, to maintain brand’s edge, the team takes pride in constantly thriving to deliver exceptional (and quirky) customer service, and offering “irreplaceable deliciousness”, using only the freshest and highest quality ingredients, like the famous Thai tea – one of the signature items, that comes from the best tea plantations in northern Thailand, giving it the distinctive flavor and fragrance.
When customers become fans and ambassadors
Recognized as a trendsetter, GAGA stands out by the concept of “Attitude in a Cup”, emphasizing its boldness, novelty and youthfulness. These characteristics are embodied in aesthetics of product and store design, as well as fun and in engaging service style.
“Going GAGA” means infusing every cup with irresistible attitude that reflects brand’s passion for uniqueness and inspiration to live life with a positive and fearless spirit.
This “attitude” resonates with consumers – ever growing number of engaged followers makes it easy for the brand popularity to propagate. As an example, recent launch of GAGA in Indonesia has generated millions of views of organic content, created by GAGA fans via its social media.
GAGA’s unique positioning, together with instagrammable products and engaging communication, made it become highly sought after by landlords and business partners too. Adding to this versatile and trendsetting design, combined with attractive store economics, the brand is ready to conquer new markets, making a bold statement to its vision of becoming the most loved lifestyle beverage brand globally.
The journey just began
Joining forces with Minor Food Group propelled the brand fast forward. Growing organically at double digit same store sales growth between 2020-2025, as well as through geographical expansion, the brand made inroads to new markets and is aiming to reach #150+ stores by Q4 2025, with notable growth in Thailand, Indonesia, Cambodia and Laos. Brand new master-franchises are about to get signed in Philippines and Malaysia; with brand presence and its awareness likely to continue to multiply.
Who is Minor International and Minor Food Group
From its founding in 1978 with a single beachfront resort in Pattaya, Thailand, Minor International (‘MINT’) is today one of the largest hospitality and leisure companies in the Asia Pacific region. With over 560 hotels & resorts, 2,669 restaurants and 267 retail trading points of sale, MINT meets the growing needs of consumers in 65 markets across Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe and the Americas.
Minor Food Group as part of MINT, is owner and franchisor of several renowned brands: The Pizza Company, The Coffee Club, Sizzler, Benihana, Thai Express, GAGA, Sanook Kitchen, as well as master franchise partner of Dairy Queen, Burger King, Swensen’s and Bonchon. The group operates across multiple markets out of its hubs in Thailand, China, Singapore, Australia and UAE.
With its unique experience as owner and operator of multiple F&B brands, Minor Food brings franchise support to the next level. Offering highly adaptive concepts, fully localized supply chain, creative digital and loyalty programs, together with dedicated expert team, providing end-to-end customized solutions, Minor invests more in the success of its partners than any other franchisor. For franchise inquiries or further information please message: [email protected]
