Lunch With Sumiko: TWG Tea's Taha Bouqdib on how he fell in love with tea

Mr Taha Bouqdib grew up in Rabat, the capital of Morocco, and worked in France for many years before co-founding TWG Tea in Singapore. The brand is now distributed in 42 countries and has 70 tea salons and boutiques in 19 countries. Besides more than
Mr Taha Bouqdib grew up in Rabat, the capital of Morocco, and worked in France for many years before co-founding TWG Tea in Singapore. The brand is now distributed in 42 countries and has 70 tea salons and boutiques in 19 countries. Besides more than 800 varieties of tea, it sells tea-drinking accessories and tea-infused macarons, chocolate, cookies, candles and even mooncakes.ST PHOTO: MARK CHEONG

Taha Bouqdib's father wanted him to join the military. He chose tea, and TWG Tea is now a global brand.

Taha Bouqdib is trying to be diplomatic, but, no, he doesn't like Taiwanese bubble tea.

"Some products I try once, and after that, I don't try any more," he says with an apologetic smile. "It's too artificial for me."

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A version of this article appeared in the print edition of The Sunday Times on December 23, 2018, with the headline 'For the love of tea'. Print Edition | Subscribe