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Tea plays a central role in most Indonesian meals and social occasions. Most regions in Indonesia have tea-drinking habits regardless of what kind of food they eat.  Tea always suits to every mealtime despite its presentation differences according to each individual preference: hot or cold, sweetened or not, milk or not, etc..

Tea category is saturated and very competitive, with local regional brands perceived as having strong traditional images or heritage.  For example, Teh Tong Tji, Teh Cap Botol, Teh Cap Poci, Teh Gopek (from Central Java), Teh Cap Bendera (from Medan, Sumatera), Teh Prendjak (from Riau, Sumatera) and Teh Gunung Satria (from South Kalimantan).

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