BOH tea's Slogans & Taglines

BOH Plantations Sdn Bhd is a Malaysian tea production company founded in 1929 by British entrepreneur John Archibald Russell in the Cameron Highlands. Named after the Bohea hills of Fujian Province, China—where tea was believed to have been discovered—the company transformed virgin jungle terrain into Malaysia’s first highland tea garden. Today it operates four tea estates spanning over 1,200 hectares, producing approximately 4 million kilograms of tea annually, equivalent to 5.5 million cups daily. Its portfolio spans black tea, green tea, herbal infusions, and ready-to-drink mixes such as Teh Tarik Kurang Manis and Sencha Green Tea, serving both domestic and export markets across Asia, the Middle East, and North America. The company remains family-led under third-generation CEO Caroline Russell and is recognised as Southeast Asia’s largest tea plantation.

Brand messaging has been anchored since the 1980s by the iconic tagline BOH Ada Ummph!, capturing the robust character of its teas. This evolved into the community-oriented promise Share the Ummph!, reflecting the brand’s role in connecting Malaysian families across generations, while recent anniversary campaigns such as 95 and Brewing for Tomorrow underscore its forward-looking sustainability commitment.