A Cup of Happiness · Worldwide. With tea-chain franchising as its core business, the Group's brands now reach 8 countries and regions worldwide. This page summarizes the three key overseas markets of R&B TEA — the U.S., Singapore and Vietnam.
One is North America, validated at scale; one is Singapore, which turned brown sugar boba into a national drink; one is Vietnam, entering the lower-tier market with a minimal-store format.
From factory to storefront, the North American market has completed its 0-to-1 validation, distilling a replicable system for site selection, store building, supply and operations.
On February 1, 2018, R&B TEA sold the first Brown Sugar Boba Milk Tea in Singapore, setting off an island-wide brown sugar craze.
In 2026, R&B TEA launched its "Standard Store" format in Vietnam, with this store serving as the showcase store for the Vietnamese market. Aimed at young customers who get around by motorbike, it uses a "minimal-store format + central kitchen" to keep costs to a minimum and make output standard.
Founded in Suzhou in 2006, the brand started with Taiwanese pearl milk tea. In 2013 its first overseas store opened in Vietnam, opening up Southeast Asia; in 2018 it entered the U.S. and Singapore at the same time, advancing North America and Southeast Asia in parallel. In 2026, R&B TEA opened a "standard store" in Vietnam as a showcase store, upgrading Vietnam from the first overseas stop to a dedicated market feature.
It is not just about opening stores abroad, but taking brand, product and supply chain capabilities abroad together.
Brand identity, product recipes and store layouts built over 20 years can be reused directly in new markets, cutting the cost of building awareness from scratch.
The menu is screened by local taste and regulations: the U.S. market is filtered by actual sales performance, Singapore keeps the signature brown sugar boba and oolong tea base, and Vietnam is trimmed to core hits with a Vietnamese coffee series added.
Multiple store models with modular fit-out shorten preparation time and fit different trade areas and floor areas.
Core materials are delivered centrally and combined with local fresh purchasing, controlling waste and cost while ensuring consistent output.
Full-chain support from site evaluation, training and opening preparation to online operation, working with local partners to launch.
The Singapore market has been recognized by local media and service awards, providing a foundation of trust for the brand's continued expansion in Southeast Asia.
Franchise and agency partnerships in overseas markets are handled by market: qualification and document review for the U.S. market are handled by the U.S. team; for cooperation inquiries in Singapore, Vietnam and other Southeast Asian markets, please contact the Group's investment partnership email.
U.S. website us.rb-tea.com Singapore website rbtea.com.sg
A Cup of Happiness · Worldwide
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