About A.muse

A.muse Projects, a distinguished tea company based in Singapore, embodies a passionate commitment to the elegance and intricate allure of tea. Founded on the principles of handcrafted tea blends and a dedication to creating a unique tea experience, A.muse Projects has set itself apart within the tea industry.

The genesis of A.muse is a tale steeped in courage, curiosity, and an unwavering dedication to knowledge sharing. Angela Phua, the visionary behind A.muse, embarked on this transformative journey, driven by a pivotal question and an unyielding passion for tea. Her encounter with tea's ubiquity during a visit to the United States sparked a profound realization about the disparity in tea culture between Singapore and America.

Driven by a desire to bridge this gap, Angela, originally from a finance background, dared to follow her heart by delving into the world of tea. Leaving behind a mundane corporate environment, she embarked on a quest to understand tea deeply. Angela's journey involved unconventional paths—initially exploring local teahouses and eventually pursuing formal education in tea through the Australian Tea Association. Her tireless pursuit of knowledge led her through rigorous courses and hands-on experiences, shaping her vision for A.muse.

The brand's inception wasn't without its challenges. Angela encountered resistance when leaving her corporate job, facing initial struggles to penetrate the business market. Undeterred, she embraced a grassroots approach, engaging directly with consumers at farmers' markets and flea markets. Through these interactions, she uncovered misconceptions and outdated perceptions about tea, particularly among younger generations in Singapore.

Realizing the need for innovation, Angela found a creative avenue to introduce tea to a broader audience. She ingeniously curated the A.muse Inspired Teas Signature Collection, drawing inspiration from familiar and beloved flavors like cocktails, wines, and coffees. These innovative blends served as a gateway, intriguing consumers and encouraging exploration of traditional and unique tea varieties.

Transitioning into the business-to-business sphere posed another challenge, with established cafés often tied to existing suppliers. Yet, Angela persisted, forging partnerships with newer, more supportive cafés and leveraging connections within the F&B industry to expand A.muse's presence.

Since its inception in 2013, A.muse Projects has witnessed a remarkable evolution in Singapore's tea landscape. The brand's perseverance and commitment to redefining tea culture have contributed to a burgeoning market emphasizing diverse tea offerings in cafés and establishments across the city-state.

For Angela, the journey remains a continuous learning curve, a testament to her unwavering dedication and entrepreneurial spirit. Her advice to aspiring entrepreneurs reflects her own ethos—wholehearted commitment and unwavering certainty are essential for success.

A.muse Projects stands as a testament to Angela Phua's vision, embodying the spirit of innovation, perseverance, and a profound love for the artistry of tea.