Singaporean luxury tea brand Tea WG has expanded its Hong Kong footprint, adding a fourth boutique at Sha Tin’s New Town Plaza, its first in the New Territories.

The retailer, which trades as TWG Tea in other markets, opened two boutiques in Festival Walk and Elements last year following its growing popularity in the territory.

The teahouse was founded in 2008 by Taha Bouqdib, Maranda Barnes and Rith Aum-Stievenard who conceptualised luxury tea rooms with over 800 types of tea and inspired gastronomy, loved by both locals and tourists in more than 20 countries. Starting out in Singapore, the artisanal tea trend in Asia found success in the luxury market for the modern day aspirational customer.

The brand developed a sommelier-training facility to help its staff build an extensive knowledge through tea-tastings, trainings and exams to better serve customers.

Although Tea WG’s clientele is mainly women enjoying their afternoon tea set over a cup of the company’s ‘Silver Moon’ green-tea blend, each global boutique serves different types of customers. From “tai tai’s” (wealthy ladies of the house) to Instagramming millennials, the brand is seeing a surprising increase in the number of affluent men splurging on upscale tea accessories and gold tea cups. Tea appreciation workshops (similar to wine tastings) are also held for its VIPs, offering a ‘fine-tea’ experience.

Tea WG has built a luxury reputation that has drawn five-star establishments from Marriott Hotels to Singapore Airlines to serve the brand – even creating exclusive blends for their own clientele.

From a Singapore brand to more than 70 locations in the world, including Paris, Tokyo, Dubai, the brand has even won over British and Chinese nationals with its exquisite blends.

After opening a London salon and boutique flagship, Tea WG aims to expand to the US and Australia – but in the meantime, customers there can buy packaged tea through the brand’s mobile app and online store.