KOI THÉ
KOI Thé, a subsidiary of the KOI Café Group, is responsible for managing and expanding the brand’s presence in the Singapore market. In 2007, under the leadership of Ms. Ma, KOI Thé introduced premium handcrafted tea to Singapore, setting a new benchmark for quality in the local tea beverage industry. From its humble beginnings, KOI Thé has grown from a single outlet in Toa Payoh — the brand’s very first international store — into one of Singapore’s leading tea beverage brands, now with more than 80 outlets nationwide.
In the early days, the Toa Payoh store had limited resources and little brand recognition. Ms. Ma personally led the team from the ground up, working hands-on in every aspect of operations — from carrying ice blocks and 30-kilogram sacks of sugar to making bicycle deliveries. Instead of relying on advertising or marketing, KOI Thé focused on serving excellent products with sincerity, trusting that word-of-mouth would naturally follow. This approach proved successful: in 2009, the opening of KOI’s fourth store in Ang Mo Kio attracted long queues from day one, marking a turning point for the brand. Today, the trust built through every cup served and every customer interaction continues to anchor KOI Thé’s growth, making it a household name in Singapore and a key driver of KOI Café Group’s international expansion.
