My aim for this assignment is to study the success of Chatime and what else they can do to be better, the brand Chatime is becoming sort of the Starbucks and BEANS & Tea Leaf. My research question is therefore what is their brand advertising strategy? Lately in Malaysia, whenever we walk in a shopping mall and see a long queue collection before a beverage stall, people hanging around to get their cup of tea dished up in plastic glass, very high chance that it is Chatime. Chatime is a bubble tea franchise from Taiwan, it appears to be the latest hot issue and sweep the united states with sales of one millions mugs of tea every month! They have around 50 retailers in simply a short period of 1 1. 5years. How can a glass of iced tea with just yet another of tapioca 'pearls', normally can be found in the pasar malam (night market), suddenly become so famous and everyone is craze about it?