Taha Bouqdib: A Taste for Excellence

Taha Bouqdib: A Taste for Excellence

Few Moroccans have contributed as much to redefining the world of luxury tea and coffee. At the helm of TWG Tea and Bacha Coffee, Taha Bouqdib has transformed two brands into global benchmarks, recognised by leading international media, from CNN to Forbes, and regularly featured in the Middle East’s and Asia’s leading luxury lifestyle magazines. Based in Singapore, this visionary entrepreneur continues to draw inspiration from his Moroccan roots.

• Could you introduce yourself in a few words?
  I have always been passionate about products with a strong emotional appeal. My career has taken me across different countries and industries, always driven by the same ambition: to create experiences that are meaningful and have a genuine soul.
• What was the defining moment in your career?
  The turning point came when I decided to reshape my career and devote myself to creating products and brands that genuinely inspire me.
• How has your international experience influenced the way you work?
  Above all, it has taught me flexibility and the importance of listening. Working in different countries means understanding very different cultures, rhythms and expectations. It has made me more humble and more attentive to detail.
• What place does Morocco hold in your journey?
  Morocco remains central to my journey. It is my homeland and a constant source of inspiration. The revival of Bacha Coffee in Marrakech stemmed from a desire to reinterpret a rich cultural heritage, while Paris naturally emerged as the ideal place from which to give the brand an international dimension.
• How do you see the future of your industry?
  I believe the future of hospitality will increasingly revolve around authenticity and emotion. Customers are seeking authentic experiences rather than concepts.
• In your view, what makes Morocco unique?
  Its creativity, its energy, its hospitality and its ability to reinvent itself while remaining deeply rooted in its traditions.
• What advice would you give to the younger generation?
  I would encourage them to remain curious, to draw on the past in order to shape the future, never to fear failure and, above all, to build projects that truly reflect who they are, while remembering that international expansion is often less complex than it may seem.
• What is your next challenge?
  To continue developing brands with a strong identity while maintaining the highest standards of quality and customer experience.