Tealive has a new 'CEO' as Fikry Ibrahim joins as 'chief espresso officer'

Tealive has brought on board Fikry Ibrahim as its new ambassador for its coffee campaign. At the launch held yesterday, Fikry treated the media to a presentation of his show-reels on his role as Tealive’s "chief espresso officer", a funny take on "chief executive officer" - along with Tealive’s range of coffee.

Founder and CEO of Tealive’s parent company, Loob Holding, Bryan Loo said that Fikry was selected as his persona and lifestyle were well-suited to Tealive’s brand story. He also launched a special offer where anyone who buys coffee from Tealive will get a second cup at RM1, before 3pm on any weekday.

With 1.1 million followers on Instagram, Fikry actively posts about his lifestyle which include activities like jet-skiing, motorcycle adventures and playing futsal.

Loo said that Tealive is a home-grown and a proudly Malaysian brand which has expanded to nine countries across five continents, serving over five million customers each month. “We welcome Fikry to helm the role of Tealive CEO for our coffee campaign. He has also grown from his early days of Lawak Solo to be a wholesome family-oriented and happy-go-lucky celebrity adored by millions of fans,” he explained.

Fikry said that he took the time to study and familiarise himself with the brand. "I will really live up to the Tealive brand promise of ‘Always More Than Tea’ as I want to tell everyone that Tealive has great Arabica coffee too. And each cup is freshly-brewed by hand,” he added.

Tealive is currently expanding beyond Asian shores. In November last year, it expanded into downtown Ottawa, Canada, making this its first store in North America. Loo said the team has been focused on expanding in Southeast Asia and was not particularly targeting North America until it was approached by 1TEACO, an established business group involved in running pastry and bakery businesses.

The brand is also well on its way to hitting 1,000 stores by 2024. There are plans to open nine more drive-thru outlets within the next 12 months to add to the current 14, according to Loob Holding's chief marketing and digital officer, Ng Yau Chuan.

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