Tan is the 53-year-old founder and chief executive of Ichitan Group, which started making flavored tea drinks less than two years ago. With his chubby face under the captain’s hat, the marketing is working. It’s gaining fast on Thailand’s No. 1 brand, Oishi, which Tan himself founded almost a decade ago. Last year Oishi controlled 34% of the country’s $385 million ready-to-drink tea market, while Ichitan was second at 19%, according to a Euromonitor estimate. And the market grew 38%.