Gong Cha Introduces ‘Red Ruby’ Store Concept at IconSiam

Why It Matters

The concept shifts bubble‑tea retail toward café‑style experiences, driving higher ticket sizes and brand differentiation in a crowded market. Success will influence Gong Cha’s broader Southeast Asian expansion strategy.

Key Takeaways

• Gong Cha opens sixth Thai store at IconSiam.
• New 'Red Ruby' concept features ruby-inspired design.
• Experience-focused layout encourages longer customer visits.
• Thai rollout targets up to 100 stores nationwide.
• Global goal: 10,000 locations by 2036.

Pulse Analysis

The bubble‑tea chain Gong Cha has added its sixth Thai outlet, this time in the upscale IconSiam complex, unveiling a new ‘Red Ruby’ store concept. The design draws on the deep red hue of a ruby, pairing bold colour with sleek finishes to reinforce Gong Cha’s premium‑tea positioning. By situating the shop on the ground‑floor Veranda zone, the brand taps high foot traffic while offering a visually striking backdrop for social media. This opening follows a rapid rollout that began with a flagship store at CentralWorld last year, signaling the company’s aggressive push into the Thai market.

Unlike traditional takeaway kiosks, the Red Ruby outlet is built as an experience‑oriented space, complete with seating and an open floor plan that encourages patrons to linger. This shift mirrors a broader trend in quick‑service brands that are blurring the line between convenience and café‑style hospitality. By fostering longer dwell times, Gong Cha can increase average ticket size through upselling premium toppings and seasonal drinks. The immersive ambience also strengthens brand recall, a critical advantage in Thailand’s crowded bubble‑tea landscape where visual differentiation drives footfall.

Globally, Gong Cha operates more than 2,000 stores and has set an ambitious target of 10,000 locations by 2036. The Thai expansion, with a plan to reach 100 outlets, serves as a testbed for scaling the Red Ruby format across Southeast Asia. Success in high‑traffic malls could accelerate franchise agreements with local partners such as Perfect Step, leveraging their market knowledge while preserving brand standards. Investors will watch the same‑store sales and customer‑frequency metrics closely, as they will indicate whether the experiential model can deliver higher margins than the conventional kiosk approach.