Matcha made in the moment

Leong: We don’t want to be another luxury matcha brand targeting established enthusiasts – we aim to reach those who are new or curious about matcha. — LOW LAY PHON/The Star

SEVERAL ingredients go into creating a successful consumer brand – namely a strong product-market fit, clear positioning and a robust go-to-market strategy.

For Zach Leong, co-founder of homegrown matcha business Chaboys, another factor played a critical role in the startup’s rapid early growth: timing.