Acclaimed Bangkok brand brings premium Thai beverages to AIRSIDE mall, with a grand opening expected this October
Hong Kong’s thriving food scene is about to welcome a celebrated Thai tea brand that has earned the lofty nickname “the Hermès of Thai milk tea.” Karun Thai Tea, a premium beverage chain with nearly 20 locations across Bangkok’s leading shopping centres, has confirmed its first foray into Hong Kong. The new store will open at AIRSIDE, the sprawling mixed-use development in Kai Tak, with an anticipated launch in October 2024.
The announcement has generated significant buzz among Hong Kong food lovers, particularly those who have visited Thailand and sampled Karun’s signature drinks. Known for elevating the humble Thai milk tea into an artisanal experience, the brand distinguishes itself through its ingredient sourcing and preparation methods.
What Sets Karun Apart
Unlike many traditional Thai tea vendors that rely on heavy doses of sweetened condensed milk, Karun sources premium-grade tea leaves from Thailand’s top plantations and uses a proprietary family recipe to achieve a distinctive flavour profile. The result is a beverage that delivers deep, aromatic tea notes without the characteristic bitterness or cloying sweetness that often dominates conventional Thai milk tea.
Customers can expect a menu that goes far beyond the standard iced tea. Karun’s offerings include:
- Classic Thai milk tea with adjustable sweetness levels
- Thai-style milkshakes and smoothies
- Iced tea variations, including almond milk tea and osmanthus rose milk tea
- Gelato flavours such as young bud honey milk tea
This diversity reflects the brand’s ambition to position itself as a modern tea lifestyle destination, not merely a bubble tea shop. Patrons can customise their drinks by choosing from multiple sweetness levels and optional toppings.
Strategic Location in a Growing Hub
The choice of AIRSIDE in Kai Tak is noteworthy. The newly opened development has quickly become a focal point for dining and retail in Kowloon East, drawing both office workers and residents. Situated at Shop 220, 2/F, 2 Concorde Road, the Karun outlet will sit alongside other high-profile international food brands that have recently set up shop in the area.
Karun’s decision to enter Hong Kong reflects broader trends in the city’s competitive beverage market, where consumers are increasingly willing to pay a premium for authenticity, quality ingredients, and brand prestige. The “Hermès” comparison, while bold, underscores the brand’s positioning at the upper end of the price spectrum.
What This Means for Hong Kong Tea Lovers
For fans of Thai cuisine and beverages, Karun’s arrival offers an alternative to mass-market chains. The emphasis on less sugary, more tea-forward recipes may appeal to health-conscious drinkers who have historically found traditional Thai tea too rich.
However, the brand faces strong competition. Hong Kong already boasts a saturated tea market dominated by local giants and regional players. Success will depend on whether Karun can maintain its quality control and brand mystique while adapting to local tastes and logistics.
Looking Ahead
While an exact opening date has yet to be confirmed, sources indicate that the AIRSIDE outlet will begin operations in October. The brand has not announced plans for additional Hong Kong locations, though a strong debut could pave the way for expansion.
For readers planning a visit, follow Karun Thai Tea’s official Instagram account (@karunthaitea) for the latest updates on store openings and menu launches. In the meantime, those who want to compare notes can explore other premium Thai beverage spots in the city or try replicating Karun-style drinks at home using high-grade Thai tea leaves and reduced sweeteners.
The arrival of Karun marks another milestone in Hong Kong’s ever-evolving food landscape—a testament to the city’s enduring appetite for both global trends and authentic craftsmanship.