Cha Jing debuts Thailand’s first ready-to-drink Chinese tea through a scent-driven CJ WORX film
In Thailand’s ready-to-drink (RTD) tea market, Japanese tea brands have long dominated, from matcha to hojicha, owning not just the shelf space but the imagination of Thai consumers. When Cha Jing, Thailand’s first ready-to-drink Chinese tea, was set to launch, CJ WORX Bangkok saw an opportunity: to reclaim the Chinese tea in RTD market by reframing how tea can be felt, not just consumed.
Instead of competing on flavor, function, or refreshment, the agency reimagined tea as a fragrance experience. Drawing inspiration from the visual language of luxury perfume films, the campaign abandons typical FMCG tropes, no splashes, no upbeat jingles, and instead lingers on stillness: the curl of steam, the fall of sunlight, and the invisible trail of scent drifting through the air.
The film introduces Cha Jing through its hero ingredient, the Osmanthus flower, known in Chinese as “the fragrance that travels ten thousand miles” (香飘万里). By centering the narrative on scent, CJ WORX transforms the act of drinking tea into something sensorial, delicate, and poetic.
To bring this East-Asian minimalism to life, CJ WORX cast Janeeyeh Ramida Jiranorraphat, a rising Thai-Chinese actress whose quiet elegance and modern grace reflect a new generation rediscovering their Chinese roots. Her presence anchors the film between heritage and modernity, mirroring the brand’s balance between ancient tea ritual and contemporary design.
Anchored by the line “หอม…ถึงแก่นแท้” (A fragrance that reaches the soul), the campaign redefines what “drinking tea” can mean for a new generation, not just taste, but emotion; not just refreshment, but presence.
Through Cha Jing, CJ WORX demonstrates how creativity can slow time in a category built on speed, transforming a ready-to-drink product into a sensory work of art.
Team CJ WORX proves that even in the most crowded FMCG categories, there’s always a space for new launch, if you know how to scent it.
Credit
Client: General Beverage Co.,Ltd
Brand: Cha Jing
Agency: CJ WORX
Chief Creative Officer: Saharath Sawadatikom
Creative Director: Kulthavach Kultanan
Group Head, Art Director: Pranod Thiangcham
Copywriter: Orawan Chaovanakij
Senior Account Director: Poolida Chavengsaksongkram
Account Manager: Pattara Kheawchaoum
Strategic Planning Director: Parichart Kittitheerapornchai
Strategic Planning Manager: Sakila Punyaratabandhu
House Production: Dylan Film
Director: Tanis Pintong
Producer: Nanthanee Namtip
Asst. Director: Wisanukorn Kankong
Production Manager: Supaporn Kongkapee
Asst. Casting: Ronnakorn Ngamvilai
Director of Photograph: Abhisit Prasongsup
Art Director: Nattapon Kotata
Stylist: Thitikan kanchanapakdee
Post Producer: Kittitath Roikeanjan
Editor: Jinnaphat Thammasan
Colorlist: Thummarat Nirintanachart
VFX: Naruechit Jittarurk, Spice Shop by The Post Bangkok Co., Ltd.
Sound: Wanchai Sinprajugkul, Cine Sound Co., Ltd.
