The tea is valued at $14 billion for sale, and the private equity fund, TA Associates, is out.

According to sources quoted by Bloomberg, the American private equity company TA Associates, which is considering selling tea and drinking branded tea, has now commissioned Morgan Chase to promote this potential deal. The value of the trade for tea is likely to be about $2 billion, or about $14 billion. Since then, the Japanese private equity fund, Unison Capital, has made Korea’s subsidiaries a major tea operator through a rare reverse acquisition. In 2019, TA Associates acquired 100% of the tea stock from United Capital for about $300 million and relocated its global headquarters from Seoul, South Korea, to London. However, since the tea trademark cannot be registered as exclusive intellectual property, a large number of counterfeit brands have emerged in the market, such as the kyooka and the Kiyooka tea, making it difficult for consumers and allied traders to discern authenticity. Despite the fact that regular tea has been used as a legal tool to claim power, it has yielded little success. The market chaos has led to the loss of the gold during the outbreak of new teas in the interior, which is now beyond the reach of its official network. In contrast to the market failures in the interior, Goon tea has been a remarkable success in overseas markets. In 2021, there were about 1,000 of them, which now doubled to more than 2,000, covering over 20 countries and territories, including Korea, Japan, the United States, the UK, Australia, etc. The system-wide sale of Goon Tea reached a new high of $600 million in 2024, with 10,000 shops planned to be opened globally in 2032.