Follow us along our journey as AtTea’s dedicated PR agency and find out how we executed a successful PR campaign for the brand and celebrated their newest launch of AtTea 2.0
Bubble tea has long been more than just a drink—it’s a cultural icon. From its humble beginnings in Taiwan to becoming a global sensation, bubble tea has found a special place in the hearts of Singaporeans. The drink first arrived in Singapore in 1992, making it one of the earliest adopters in Southeast Asia. Its popularity surged in the early 2000s, with shops selling up to 1,000 cups per day and now bubble tea has become deeply ingrained in Singaporean culture, serving as a defining aspect of childhood and adolescence for many.
With a cup ordered every minute on GrabFood across Southeast Asia and an industry worth USD 3.66 billion annually with Singapore leading in spending power despite its smaller population among the region’s six key markets. It's clear that the love for this beverage is unwavering. Recognizing this passion, James Hsiao the Taiwanese Singer started to build AtTea to capture the heart of Singaporean. For three years, AtTea has been captivating Singaporean taste buds with its authenticity, quality, and innovation. With the launch of AtTea 2.0, and in collaboration with Saltine Communications, a leading PR agency, the brand is set to elevate its commitment to the next level.
From its power in capturing the taste of Singaporean, but what sets AtTea apart in the ever-growing bubble tea market? It’s laying in their dedication to transparency and premium ingredients. Each cup is served with a tea bag, allowing customers to see, smell, and taste the real tea leaves that make up their brew. This not only ensures an authentic tea experience but also showcases the brand’s commitment to quality.
But AtTea’s innovation doesn’t stop there. Unlike many competitors, AtTea offers plant-based milk options at no extra charge, making it an inclusive choice for all, whether you’re lactose-intolerant or embracing a vegan lifestyle. This inclusive approach ensures that everyone can enjoy their bubble tea, whether they're lactose-intolerant or embracing a vegan lifestyle. It's a thoughtful touch that makes AtTea stand out from the crowd.
In addition to elevating their brands more, AtTea encourages a healthy lifestyle and sustainability by giving a 10-cent discount for no added sugar incentive and for Customers who choose to forgo plastic cups. This encourages customers to motivate them to appreciate the natural flavors of tea while making mindful lifestyle choices and support eco-friendly practices. By making sustainability accessible, AtTea is fostering a more eco-conscious bubble tea culture in Singapore.
“AtTea 2.0” isn’t just a product revamp—it’s a movement. It represents the brand’s ongoing mission to elevate Singapore’s bubble tea experience through quality, inclusivity, health, and sustainability. With its unique approach and unwavering commitment, AtTea is setting new benchmarks in the industry and redefining what it means to enjoy bubble tea.
Saltine Communications is proud to be AtTea’s agency on record for this campaign in Singapore. We’re honoured to be able to celebrate our clients’ achievements alongside them as their dedicated PR agency in Southeast Asia! Drop us a note at hello@saltinecomms.com to find out how we can get your brand onto the media at affordable rates.
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