JJ Drinks is a Singapore-based beverage company and manufacturer, widely recognised for its flagship product, Jia Jia Herbal Tea (also known as Jia Jia Liang Teh). Established in 1988, the company has evolved from a local herbal drink business into a diversified ready-to-drink beverage manufacturer. Its current portfolio encompasses herbal teas, Asian beverages, fruit drinks, milk-based drinks, green tea, drinking water, and syrups 1.

The company’s stated vision is “To inspire life’s refreshing moments,” underpinned by a brand philosophy focused on quality ingredients, consistent flavour profiles, and traditional brewing methods 2.

Company Profile

The manufacturing arm of the group, JJ Drinks Manufacturing Pte Ltd, was incorporated in 1992 and operates a facility in Tuas 3.

JJ Drinks began its operations in 1988. The following year, in 1989, it launched its most iconic product, Jia Jia Herbal Tea. Initially sold in glass bottles, the product later transitioned to canned formats.

A significant operational milestone occurred in 1992 with the establishment of the company’s first manufacturing plant in Tuas, which enabled scaled production. By 1994, JJ Drinks had commenced expansion into neighbouring countries.

Over subsequent decades, the company broadened its scope beyond herbal tea to include Bandung, other Asian beverages, drinking water, syrups, and vending solutions. It also strengthened its manufacturing capabilities through various certifications and quality assurance programmes.

Major Milestones

• 1988: Founding of JJ Drinks.
• 1989: Introduction of Jia Jia Herbal Tea.
• 1992: Establishment of the first manufacturing plant in Tuas.
• 1994: Expansion into neighbouring markets.
• 1999: Acquisition of ISO 9002 quality-assurance certification (later aligned with ISO 9001).
• 2000: Awarded the Productivity and Standards Board Test Mark.
• 2001: Recognised with Grade A status by Singapore’s Agri-Food and Veterinary Authority.
• 2002: Portfolio expanded to include Bandung, Asian beverages, drinking water, syrups, and vending.
• 2004: Achieved HACCP accreditation and received Superbrands recognition.
• 2009: Certified under the ISO 22000 Food Safety Management System.
• 2021: Appointed as a Tasty Singapore ambassador.
• 2022: Launched a new logo and visual identity.

While Jia Jia Herbal Tea remains the centrepiece of the JJ Drinks portfolio, the company offers a wide range of beverages catering to diverse consumer preferences.

Jia Jia Herbal Tea

Jia Jia Herbal Tea, or Jia Jia Liang Teh, is conceived as an accessible version of traditionally brewed herbal tea. The formulation reportedly includes 11 premium herbs and utilizes traditional brewing techniques. The brand is deeply embedded in Singapore’s local beverage culture and is regarded as the company’s heritage product. To address modern health trends, the lineup now includes No Sugar Added and Less Sugar variants alongside the traditional offering.

Product Portfolio

The company’s official website lists several key brands and product lines:

• Jia Jia Herbal Tea: Flagship herbal tea made with 11 premium herbs.
• Fruitfull: Fruit juice positioned around vitamins A, C, and E.
• Uncle Djengot Bandung: Rose-flavoured Bandung beverage using New Zealand milk.
• O’Cha Premium Jasmine Green Tea: Premium jasmine green tea.
• Oldenlandia Water: Traditional Asian-style cooling beverage.
• Good Earth Water: Bottled drinking water.
• Asian Drinks / Asian Brew: Range featuring familiar flavours such as chrysanthemum tea, winter melon tea, ice lemon tea, and Bandung.
• Syrups and Other Solutions: Part of the wider manufacturing portfolio 4.

JJ Drinks operates both as a consumer brand owner and a service provider for other companies. The corporate structure distinguishes between the brand entity and the legal operating entities:

• JJ Drinks Manufacturing Pte Ltd: Handles production and is listed at 95 Tuas Avenue 1, Singapore 639523 3.
• JJ-Singapore Sales & Marketing Pte Ltd: Identified in e-commerce terms as the operator of the company’s online presence.

Quality and Capabilities

The company emphasizes strict adherence to manufacturing standards and food safety. Facilities and processes are developed around certifications including HACCP, ISO 9001, and ISO 22000. Beyond producing its own brands, JJ Drinks offers co-packing, beverage formulation, and in-house R&D services to third-party clients 5.

Export markets identified for its manufacturing output include Australia, Brunei, Malaysia, and Vietnam.

In recent years, JJ Drinks has sought to balance its heritage with modern positioning. In 2022, the company introduced a new logo and visual identity to reflect this evolution.

Cultural Connection

The branding for Jia Jia Herbal Tea leans heavily into Singaporean nostalgia. As part of a brand refresh, JJ Drinks introduced “Uncle Jia Jia”, a fictional character designed to embody the brand’s traditional brewing heritage. The character draws inspiration from memories of Singapore in the 1980s, specifically the attire worn by early brewing staff. Uncle Jia Jia is portrayed as a humorous, friendly, and somewhat grumpy local figure who enjoys food and connects with younger consumers. This strategy positions the company not just as an old-fashioned herbal drink manufacturer, but as a contemporary brand rooted in local culture.

JJ Drinks represents the intersection of Singaporean beverage heritage and modern ready-to-drink manufacturing. Its significance lies in three main areas:

1. Jia Jia Herbal Tea: A long-standing icon of local herbal tea consumption.
2. Local Heritage: Branding that leverages familiar Southeast Asian drinks and cultural memories.
3. Manufacturing Expertise: Evolution into a comprehensive manufacturer offering R&D, formulation, and co-packing services.

Note: While some third-party sources may cite different incorporation dates, JJ Drinks’ official corporate history identifies 1988 as the start of its journey, with the specific manufacturing entity incorporated in 1992.

1. About us – JJ Drinks
2. Singapore Food Manufacturers’ Association
3. Official JJ Drinks website
4. JJ DRINKS MANUFACTURING PTE LTD
5. JJ Drinks Singapore