Bubble tea chain Gong Cha has opened its sixth store in Thailand at IconSiam, marking the debut of a new store format called the ‘Red Ruby Concept’.
Located on the ground floor in the Veranda zone of the riverside mall, the store introduces a design direction inspired by the ruby gemstone. The concept centres on bold red tones and contemporary finishes, reflecting the brand’s focus on premium tea positioning while referencing Gong Cha’s brand theme of ‘Brewing Happiness’.
The location has been designed as an experience-oriented space rather than a typical takeaway kiosk, with seating and an open layout intended to encourage longer visits and casual catch-ups.
The new opening comes as Gong Cha ramps up its presence in Thailand following its market entry last year. The brand launched its first Thai concept store at CentralWorld through a partnership with local master franchisee Perfect Step, a subsidiary of Thai Outdoor Group.
That debut marked the start of an ambitious rollout, with plans to open up to 100 stores nationwide.
Founded in Taiwan in 2006, Gong Cha now operates more than 2000 stores across markets worldwide and is targeting 10,000 global locations over the next decade.
