ORBITEL BRINGS TAIWAN’S TEA LEGEND TO THE BIG BOX ERA
Orbitel And Tea & Magic Hand Bring Hawthorn Berry Oolong To Costco — Turning A Tea-Shop Classic Into A Growth Driver For Mass Retail & Modern Global Shoppers.
TAIWAN, APAC | SEPTEMBER 2025 - Orbitel International Group has done it again. The Taiwanese food innovator that took boba global is now helping one of Taiwan’s most iconic tea brands, Tea & Magic Hand, step into the ready-to-drink era. Their co-created Hawthorn Berry Oolong is hitting Costco Taiwan shelves in 24-bottle packs, a milestone that signals how heritage flavors can be reimagined for today’s shoppers and scaled for international growth.
“Orbitel has always believed that Taiwan’s most authentic stories are best told when we bring the right partners together,” said Gary Tsai, President of Orbitel International Group. “With Tea & Magic Hand, we are combining heritage and our global supply chain expertise to create products that deliver Our Best Times — and connect with consumers everywhere.”
From Tea Counter to Costco Aisle
Founded in 1993 in Tainan, Tea & Magic Hand built its reputation as the “Southern King” of hand-shaken tea with over 600 stores across Taiwan. Its signature Hawthorn Berry Oolong , a sweet-tart, refreshing pairing of hawthorn and oolong — has been a cult favorite for decades. Now, with Orbitel’s partnership and distribution power, the drink makes its leap from tea counter to warehouse aisle
A Drink That Fits Modern Lives
The flavor is as functional as it is cultural. Hawthorn berry is prized for digestive and heart health, while Nantou-grown oolong adds smooth body and balance. Packaged for convenience, it’s designed for new consumer occasions — from family gatherings to Costco runs — and connects with health-conscious, time-pressed shoppers looking for modern, ready-to-drink options.
Orbitel as Growth Catalyst
Orbitel has made a name out of helping heritage categories modernize. With 30+ countries of coverage, 60,000 retail stores, and 700 million servings sold worldwide, the Group has consistently driven growth through supply chain mastery and partnership acumen. Its O’s Bubble line transformed boba from frozen (BOBA 1.0) to microwaveable (BOBA 2.0) to ready-to-eat Mochi Boba (BOBA 3.0).
“This collaboration shows the strength of Orbitel’s ecosystem - we don’t just scale products, we help partners modernize and reach entirely new consumer segments,” said Fanny Chen, CEO of Orbitel International Group. “By bringing Tea & Magic Hand into the ready-to-drink channel, we’re proving how heritage and supply chain innovation can work together to unlock the next stage of growth.”
Orbitel’s commercial team is focused on execution — ensuring the product doesn’t just launch, but scales successfully across channels and borders.
“Orbitel is in the business of helping heritage brands meet the moment,” said Charlotte Chen, VP of Sales & Marketing, Orbitel International Group. “With Tea & Magic Hand, we’ve taken a flavor that’s been loved for decades and given it the platform to thrive with new consumers, in new channels, and across new geographies.”
About Orbitel International Group
Orbitel International Group is a global food innovation company committed to bringing authentic Asian lifestyle products to the world. Its flagship brand O’s Bubble has redefined bubble tea — from frozen (BOBA 1.0) to microwaveable (BOBA 2.0) to its latest ready-to-eat Mochi Boba (BOBA 3.0). Operating in 30+ countries, Orbitel is trusted by retailers, distributors, and foodservice leaders for its supply chain excellence, product innovation, and strategic partnerships — all built on the belief that food and drink should always deliver Our Best Times. Learn more at https://orbitelinternational.com and https://www.osbubble.com.
About Tea & Magic Hand
Established in 1993 in Tainan, Taiwan, Tea & Magic Hand is one of the nation’s most beloved tea beverage brands, with over 600 outlets nationwide. Known as the “Southern King of Taiwanese Tea Beverage,” the brand combines garden-to-cup sourcing, innovation in flavor development, and uncompromising quality — including the creation of Taiwan Dianhong, which replaced Earl Grey across all stores in 2017. https://www.teamagichand.com.tw/en/
Media Contact
Ms. Nina Jen
Global Marketing, Orbitel International Group
nina@orbitel.com.tw
