"Yen Yen" herbal drink aims to maintain its leadership position with an 73.63% market share throughout the year 2021 by introducing “Yen Yen Herb & Plum” — a popular Chinese drink based on the recipe of "Xuan Mei Thang," a legacy of the Qing Dynasty's emperor, known for its nourishing properties for "qi" (inner body circulation), attracting health-conscious consumers seeking guilt-free refreshing beverages. This is in line with the Yen Yen business plan of growing 11.59% this year and supporting Ichitan Group's sales target of 24% growth in 2022.

"Ten years ago, the Yen Yen Brand began in a barber shop in a small alley where I regularly use the service," Tan Passakornnatee, CEO of Ichitan Group PCL, said. “The drink was created to help relieve the effects of hot weather and spicy food, and then has evolved into a driving force within the Ichitan Group. The cooling herbs that are beneficial to the body and are good for health, as guaranteed by The "Healthier Choice" Logo, is the product's main feature. Today, "Yen Yen" has taken a step forward with the launch of "Yen Yen Herb & Plum" to offer Thai consumers a full-flavor refreshing taste and to gain market share in order to become one of the top 3 SKUs in the RTD herbal tea market, benefiting from the RTD tea market's highest growth over other categories in the beverage market with a 22.5% increase in value and a 17.7% increase in volume over the same period last year (according to Nielsen’ data : August 2022). The RTD tea market is expected to grow by at least 20% by 2022, totaling 13,456 million baht.

The growth of the RTD tea market is due to the beginning of economic recovery and the support of money by government programs, as well as the public's perception of RTD tea as a refreshing beverage in daily life”

"Yen Yen Herb & Plum" from the recipe "Xuan Mei Tang" has a long history in China. It was a favorite beverage of Emperor Qianlong (乾隆). Historical evidence shows that Emperor Qianlong drank Xuan mei tang before and after every meal to maintained a slim, fat-free body throughout his more than 60-year reign. Furthermore, "Xuan Mei Tang" is known for lowering blood pressure and blood sugar levels, as well as nourishing "qi" (气) or "inner body circulation, especially in hot weather. The flavor is light and refreshing, suitable for relieving food's heat and spiciness.

From the emperor's favorite drink recipe, Yen Yen Herb & Plum is now ready to deliver refreshing and full flavor to Thai consumers, available nationwide at convenience stores and department stores ; 400 ml., price 15 baht and 315 ml., price 10 baht. The supporting campaign #Plum power to defeat the heat will be introduced to launch the presenters, Zee-Pruk Panich and NuNew-Chawarin Perdpiriyawong, from the popular tv series "Cutie Pie," which has over 200 million views, to make the product more accessible to the Gen Z teenagers. #sonson #NanaNu #ZeeNuNew fans are invited to join them in a special Yen Yen event. Follow on the Yen Yen page, https://www.facebook.com/yenyendrinks/ and look forward to meeting with the most exclusive photo albums for fans available at www.ichitanoneshop.com