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Now a Singapore brand, bubble tea chain Playmade sets its sights on the US

Its co-owners aim to raise S$20 million for their US expansion and open 250 Playmade outlets there by 2029

Paige Lim

Paige Lim

Published Wed, Aug 14, 2024 · 02:00 PM
    • Crystal Wee (left) and Amanda Poo at Playmade's newest outlet in Novena. Eight new outlets have opened in Singapore in the past 12 months, bringing the total to 25.
    • Crystal Wee (left) and Amanda Poo at Playmade's newest outlet in Novena. Eight new outlets have opened in Singapore in the past 12 months, bringing the total to 25. PHOTO: YEN MENG JIIN, BT

    BUBBLE tea chain Playmade began as a franchise from Taiwan, but has since become a Singapore brand – and is now poised to expand overseas.

    In 2017, Amanda Poo and Crystal Wee brought Taiwanese bubble tea brand OneZo to Singapore under the Playmade brand. In July 2023, the two franchise co-owners decided to make the brand their own so they could take it abroad, and acquired the Playmade trademark for a six-figure sum.

    “To be able to grow Playmade out of Singapore, we realised we had to be the brand owner,” said Poo in an interview with The Business Times.

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