OUR STORY

GOOD CHĀ began with a shared obsession for matcha.

Kate (Socatiyanurak) and Grace (Tungpanitansook) were both matcha lovers long before Thailand’s matcha boom. For Grace, it was more than a preference — she had not drunk coffee in years, choosing matcha as her daily ritual instead. What started as a personal love for tea became a bigger question: why did premium matcha in Thailand have to feel so minimal, serious, or intimidating?

Before matcha became a mainstream trend, Kate and Grace saw a gap in the market. Many matcha shops were understated and traditional in their visual language, while they believed matcha could feel premium, authentic, playful, and emotionally memorable at the same time.

Inspired by Japan’s balance of craft and kawaii culture, they designed GOOD CHĀ with a softer, more expressive identity. The brand’s eye logo, designed in-house and now trademarked, became its most recognizable motif — paired with a soft pink shade that contrasts beautifully with the natural green of matcha. GOOD CHĀ was created to feel cute, but never careless; playful, but never at the expense of quality and taste.

Seven months later, they invited Anna (Naklada) to join as co-founder and Chief Brand Officer. Like Kate and Grace, Anna was also a devoted matcha drinker, making the founding team deeply aligned in both product belief and lifestyle.

From the beginning, GOOD CHĀ was built with attention to detail. The team wanted customers to feel that every choice had been considered — from taste and design to health, wellness, and customization. Customers can choose from different milk options, each clearly guided by its qualities: oat milk for umami, soy milk for higher protein, and almond milk for a lower calories option. Sweetness levels can be adjusted, with the choice of syrup or stevia at no additional cost. Instead of traditional boba, GOOD CHĀ introduced konjac pearls as a lighter alternative.

This made every drink highly customizable, while staying true to the brand’s focus on wellness, everyday enjoyment, and thoughtful product design.

GOOD CHĀ was not created to follow a trend. It was created before the wave arrived — from genuine love, product instinct, and a belief that matcha could become part of a modern lifestyle. When demand for matcha began to grow, GOOD CHĀ was already ready: with a distinct identity, a loyal community, and a product experience that people could return to again and again.

Today, GOOD CHĀ continues to build on that original belief: that matcha can be high-quality without being intimidating, playful without being shallow, and rooted in tradition while still feeling completely modern. 

Matcha has been around for a thousand years, they simply chose to see it differently.