Moychay International, a premium Asian tea brand with 25+ outlets across the world, set its' course to expand into Europe.

With a flagship Experience Center planned in Amsterdam, the mission to conquer the hearts of the Dutch was ambitious - the Netherlands was notoriously a coffee-loving country.

The founder of Moychay approached me while I was running my own tea store out of a relentless passion for the product. At one point during my travels, I had tasted genuine Chinese tea, and a whole new world of experiences opened up to me.

I couldn't keep it to myself and decided to launch my own tea brand.

I was 18 at the time - and completely obsessed about all things tea and brand storytelling (it allowed my obsession to spread to other people).

Dima's Thee, my tea brand, had grown rapidly in the 2 years before. I had popularised it at my high-school, which then spread among the teachers, students and parents.

In those 2 years I had built a Shopify brand, loved across the Netherlands, and created all creative assets for it myself - from brand & marketing strategy all the way to copywriting, visual direction and web design.

This didn't go unnoticed. I was nominated by Lenovo in their Top 20 Young Entrepreneurs for bringing more joy into peoples lives.

My tea wasn't just tea. It was the best tea I could source, and it stood for much more.

Everyone who wanted to enjoy life more deserved to drink better tea - Dima's Tea.

Here, I discovered the power of brand storytelling and the unfair advantage it delivers.

Back to Moychay. The founder wanted me to come on-board as the CEO, and focus on growing the offline and online brand from scratch. This was the biggest challenge I had ever encountered, and I took it on head-first.

Through many setbacks, from Covid to the tough market, we eventually won and gained international popularity, which allowed for a continued expansion of Moychay with new market entries planned into Barcelona and Phuket.

In the one and a half years that followed, we grew from a team of 3 to 20.

The Experience Center quickly became famous due to the brand strategy we developed and executed, with unrivalled popularity and brand recognition across Instagram, TikTok and word of mouth.

During this time, I collaborated and coordinated various marketing professionals in order to align our efforts, with direct ownership over our online presence and branding suite.

Together with talented designers & creatives we cemented Moychay as the undisputed king of quality Asian tea internationally and achieved 7 figures in turnover during the first year, along with a 4.8 rating across 300+ vetted reviews.