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OUR ORIGIN

Hands spreading freshly picked tea leaves on a bamboo tray in a tea garden

CHINESE TEA HERITAGE

Deep roots in Chinese tea culture a century of heritage from leaf to craft

A stone church on a green ridge below the snowy Caucasus

CAUCASUS LAUNCHPAD

Georgia as the global launch market a cultural bridge between East and West

Inside MYCHA Tbilisi: staff behind the counter and customers at the bar

GLOBAL VISION

Bringing authentic modern Chinese tea culture and healthy tea-based beverages to global consumers Targeted 8-12-month payback period for every store location

BRAND MANIFESTO

THE WORLD DOESN'T NEED ANOTHER BUBBLE TEA BRAND. IT NEEDS A BETTER TEA BRAND.

Stacked round bamboo trays of green tea leaves seen from aboveA hand pouring golden tea from a glass pitcher by a window

From Leaf to Cup, with Intention Tea Crafted, Culture Rooted. Every cup carries an obsession with quality and a reverence for culture. True tea is not a stack of sweeteners, but a modern expression of tea culture.

BRAND POSITIONING

  • TARGET AUDIENCE

    Urban professionals aged 15–40 who pursue a quality lifestyle and cultural experience.

  • PRICE STRATEGY

    Premium positioning value-led, not price-driven.

  • BRAND PERSONALITY

    A restrained, refined modern tea brand with cultural depth.

  • BRAND POSITIONING

    Modern Tea Culture, Global Perspective Heritage Tea → Modern Experience

BRAND MATERIALS

A white MYCHA two-cup carrier held at a woman's sideA woman in the street holding a pink MYCHA paper bag
A pink MYCHA cup tilted against a pink candlestickTwo friends laughing in the street with MYCHA cups and shopping bags
Two friends walking with MYCHA cups and pink paper bagsTwo staff from behind in pink and white MYCHA T-shirts
Two women with pink MYCHA tote bags on a city street

BRAND SPACE

A MYCHA store with light-stone cladding and a warm wooden interior seen through glass

The facade uses large-size matte light-stone cladding with neatdividing lines, presenting restrained modern architectural texture.Warm wooden finishes dominate the interior with natural grain,creating material contrast against cool exterior stone. Warm woodtones soften the space and shine through transparent glass, convey-ing cozy, relaxed vibes.

A fair-faced concrete MYCHA storefront with the camellia logo in relief

The store adopts fair-faced concrete with neat panel seams. Its raw, matte texturedelivers understated sophistication. Minimized decorations draw focus to the brandlogo, creating a calm, clean and modern-minimalist atmosphere for customers toenjoy relaxed, premium spatial experience.

A MYCHA storefront of natural wooden planks with a white sign

The facade uses natural wooden planks retaining original grain and warm texture.Soft timber reduces the coldness of commercial space and builds a laid-back vibe,delivering visitors a cozy, healing experience close to nature.

MYCHA Tbilisi's red-brick facade with a turquoise doorTimber armchairs and round tables beside an exposed brick wall
Colourful patterned MYCHA letters above a banquetteA framed Chinese-opera artwork above banquette seating