The Coffee Bean & Tea Leaf (CBTL), a global leader in specialty beverages, has developed an innovative product, dissolvable tea tabs, for the South Korean market. These tea tabs cater to the growing demand for health-conscious and convenient products, particularly among young professionals and students. With five flavors targeting various wellness aspects, such as immunity and relaxation, the tea tabs align with CBTL's values of sustainability and quality. Market analysis indicates significant potential, driven by trends in health and eco-consciousness. Using the ATAR model, CBTL projects a profit of ₩84 million in the first year, leveraging an effective market size of 3.4 million individuals and targeting a 7.25% market share. The product launch strategy, branded “Wellness on the Go,” employs influencer partnerships, campus campaigns, and social media marketing to maximize awareness and engagement. This product combines health benefits, convenience, and sustainability, differentiating it from competitors in South Korea's health beverage market. By prioritizing eco-friendly packaging and consumer-centric solutions, CBTL aims to strengthen its market presence and build lasting relationships with health-conscious consumers.