As the global boba market is projected to hit $15 billion by 2033, Chatime Australia is cementing its position as the undisputed category leader. Entering 2026, the brand is leveraging its massive 20th-anniversary “Charm the World” campaign and a significant “Cups of Joy” brand refresh to capture a new generation of “Gen Z” entrepreneurs and consumers.

Expansion Strategy: The Road to 2,500 Stores

Chatime’s current path is defined by a massive global target: reaching 2,500 outlets by 2027. In Australia, the network has already surpassed 165 locations, with a strategic focus on diversifying store formats and refreshing high-traffic kiosks. This is evidenced by the recent Chatime Bankstown refurbishment, which saw the popular outlet relocate to a prime new position within Bankstown Central to better serve the growing local demographic with faster service and a vibrant new look.

The 2026 growth strategy focuses on:

• High-Yield “T-Breweries”: Prioritizing multicultural hubs and high-foot-traffic transport zones.

• Visual Evolution: Rolling out the “Cups of Joy” store design, which has already seen revamped stores report double-digit sales improvements.

• Digital-First Ordering: Expanding the use of AI-driven self-ordering kiosks and an award-winning loyalty app to streamline high-volume transactions.

The Early Path to Market Dominance

Since launching in Australia in 2009, Chatime’s early expansion relied on a vertically integrated supply chain. By owning its own factories, the brand offers franchisees lower cost-of-goods (COGS) compared to independent operators. This “factory-to-fob” model allowed the brand to scale rapidly through the 2010s, eventually making “Chatime” synonymous with bubble tea in the Australian market.

Executive Leadership & Vision

The biggest recent shift in the executive suite saw longtime Chatime Australia boss Carlos Antonius promoted to Global CEO of the La Kaffa Group (Taiwan). Under his tenure, the Australian arm grew to 200 sites.

Following Antonius, Managing Director Charlley Zhao has taken a proactive stance on franchisee profitability. In a recent statement to Franchise Executives, Zhao emphasized a shift toward operational support:

“Our initiatives demonstrate a proactive commitment to driving franchisee profitability through innovation and investment… we are refocused on operational assistance to ensure every store thrives under our new global design.”

National Presence: Key Opportunities

Chatime is currently actively recruiting for both new builds and premium resales across the country. Current priority locations include:

• New South Wales: Lidcombe (Multicultural Hub), Eastern Creek, and Sydney CBD.

• Victoria: Waurn Ponds (Regional growth) and Karingal Hub.

• Queensland: Maroochydore (Sunshine Plaza).

• Western Australia: Leederville (Existing corporate brewery resale).

Franchise Network Growth (Australia)

The brand has maintained a steady upward trajectory, particularly as it moves toward its 2027 global targets.