CRG (Central Restaurants Group) launched I'M MATCHA, a new affordable matcha beverage brand targeting Thailand's growing matcha market (valued at ~400M baht, growing 14–18% annually). The brand positions ceremony-grade Japanese matcha at accessible pricing (from 95 baht) and will expand from its flagship Central Ladprao location into central malls in 2027. This move taps strong consumer demand while CRG simultaneously scales its Hanam BBQ Korean premium barbecue brand (targeting 10 outlets within 3–5 years, 300M+ baht brand value) and has recently discontinued the 16-year-old Chabuten Ramen chain to optimize portfolio returns.