Global anniversary campaign marks the first step of the brand's transformation
SINGAPORE, Oct. 5, 2026 /PRNewswire/ -- On the eve of its 63rd anniversary, The Coffee Bean & Tea Leaf® (CBTL) has unveiled a global anniversary campaign, the first milestone in its brand transformation journey. For 63 years, CBTL has brought people together over specialty coffee and tea. Now it's handing the pen to a new generation of artists and creators to write what's next.
At the heart of the refresh are the principles that have guided CBTL from the start: a vision to deliver simply the best coffee and tea experience in every community it serves, and a purpose to help people find their flavor, turning an ordinary day into something a little more special. It builds on what has always set CBTL apart: real craft, made by real people.
That spirit comes to life in a refreshed visual identity that pairs contemporary energy with 63 years of coffee and tea craft. It's bold, expressive and unmistakably CBTL.
Real people are front and center. The campaign features emerging artists, the CBTL brew crew and customers, each with a story to tell across campaign assets, on- and offline. Across participating markets, it will take shape in different ways, reflecting the culture and communities of each place it touches.
"Turning 63 is a moment to look ahead as much as looking back. We've built something lasting on craft and community, and now we're evolving the brand to matter as much to the next generation as it has to the last. This anniversary is the first step of a bigger transformation, and the start of our next chapter of growth." – Ken Lingan, Chief Executive Officer, The Coffee Bean & Tea Leaf®
"We're tuned in to culture and the people driving it, and we're leaning into our role as a creator brand. Craft and self-expression have been part of who we are for 63 years, and this anniversary is as much about celebrating our past as it is about inviting the next generation to bring their own flavor." – Anshul Laroia, Global Head of Marketing, The Coffee Bean & Tea Leaf®
The Story Continues, One Drink at a Time.
The 63rd anniversary campaign marks the first step in CBTL's brand transformation, building on more than six decades of craft, community and heritage. As it unfolds across participating markets, CBTL will continue to invite a new generation to Find Their Flavor.
Keep up with the 63rd Anniversary on cbtl.com/makeityours.
About The Coffee Bean & Tea Leaf®
Headquartered in Asia and a proud member of the Jollibee Group, The Coffee Bean & Tea Leaf® is a modern, global specialty coffee and tea house. With a legacy that began in Southern California in 1963, The Coffee Bean & Tea Leaf® now operates in over 1,200 locations across more than 20 countries. We source the finest coffees and teas from local communities and then handcraft every beverage to bring out the freshest flavors. As the creator of The Original Ice Blended®, we continue to innovate to enable people everywhere to enjoy the classics as well as new flavors, both in our cafés and at home. For more information, visit https://corporate.thecoffeebeanandtealeaf.com.
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The Coffee Bean & Tea Leaf® Turns 63 and Sets a New Direction for Its Next Chapter of Growth
Showcasing Wi-Fi, 5G CPE and PON Platforms at Network X 2026—Assisting Global Operators in Upgrading Infrastructure with Higher Bandwidth, Ultra-Low Latency and Enterprise-Grade Reliability
HSINCHU, Oct. 5, 2026 /PRNewswire/ -- The AI era demands more than compute power; it requires a high-bandwidth, low-latency, and highly reliable network infrastructure to deliver AI services to users in real time, reliably and at scale. At Network X 2026, MediaTek and Airoha Technology (known as the MediaTek Group) will showcase next-generation connectivity spanning Wi-Fi, 5G CPE, and PON. Encompassing fiber-optic access, wireless broadband, and home and enterprise connectivity, these industry-leading solutions help global telecom operators accelerate network upgrades, seamlessly extending AI applications and services across home, office, and on-the-go scenarios.
Comprehensive Connectivity Portfolio for an End-to-End Experience in the AI Era
In the AI era, network requirements are shifting from point access technologies toward an end-to-end service experience. From PON bringing high-speed fiber connectivity into homes and enterprises, to 5G FWA providing high-performance wireless broadband, and Wi-Fi extending connectivity to every device, the three technologies together form an essential foundation for telecom operators to deliver next-generation broadband services.
By combining the capabilities of MediaTek and Airoha, MediaTek Group provides connectivity expertise spanning PON, 5G CPE and Wi-Fi, enabling customers to work with a single partner across network access, CPE, and in-home and enterprise networks. Beyond the breadth of its technologies, MediaTek Group continues to strengthen enterprise-grade quality, reliability and multi-vendor interoperability, while supporting major broadband software ecosystems including OpenWrt, RDK-B and prplOS, helping telecom operators reduce system integration complexity and accelerate the deployment of new services.
Moving to Commercialization on a Global Scale
For telecom operators, network connectivity technology is more than a spec sheet. Its real value lies in long-term, reliable deployment across commercial networks on a global scale. MediaTek Group has decades of engineering and product experience spanning product definition, silicon development, software integration, system validation and lifecycle support. Its track records on product quality, reliability and scalable deployment capabilities continue to be validated through mass productions of billions of devices across the globe every year. Strategically positioned at the heart of the world's premier semiconductor manufacturing ecosystem, MediaTek Group works hand-in-hand with advanced-process partners. This close collaboration ensures that customers benefit from continuous technology advancements and a highly reliable supply chain.
Building Next-Gen Networks: Driving Innovation across Three Key Areas
At Network X 2026, MediaTek Group is showcasing the parallel migration of three network technologies: from Wi-Fi 7 to Wi-Fi 8, from XGS-PON to 50G-PON, and from 5G to 5G-Advanced. Moving beyond raw speed, these technologies are aligned on a new trajectory: Through AI, advanced connectivity, and system integration, they deliver higher bandwidth, lower latency, and superior energy efficiency, creating a highly reliable network infrastructure designed for intelligent, large-scale deployment.
MediaTek Group noted that the rise of AI applications continues to drive stricter network requirements for bandwidth, reliability, low power consumption and multi-point connectivity. Consequently, the challenge for the telecom industry goes beyond continual upgrades on one single connectivity technology, but enabling fiber access, mobile broadband and Wi-Fi to work together more closely for a high-quality, end-to-end user experience.
From the product planning and definition stages, MediaTek and Airoha have worked closely to integrate PON, 5G CPE, and Wi-Fi technologies and product portfolios. Together with global ecosystem partners, they help telecom customers accelerate next-generation network infrastructure upgrades, extending AI computing power from the cloud and data centers directly into every home, enterprise, and smart device.
Exhibition: MediaTek + Airoha @ Booth K35
Network X 2026: 13-15 October 2026 @ Messe Wien, Vienna, Austria
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MediaTek and Airoha Accelerate Global Network Infrastructure Upgrades for the AI Era
