Thai tea brand Jian Cha is leveraging 7-Eleven convenience stores as a market-testing ground, launching a new matcha-strawberry beverage (230 ml, ฿49) in Bangkok and suburbs from August 2026, targeting 200,000 units in 3 months. The 7-8 month R&D effort solved complex supply-chain challenges including packaging, shelf-life (14 days), and layer separation. The expansion strategy uses convenience retail to reach 24-hour consumers and Gen Z drinkers before rolling out "Experience Shops" in provinces. Jian Cha is moderating store expansion to 100 outlets by year-end (from 150 target), increasing direct investment to 40%, and targeting 1,000 global locations within 5 years, with near-term focus on strong presence in Australia, Spain, Singapore, and a new LA opening.