Press kit

Everything you need to write about FiLLi Cafe: our story, the founder, logos, photos and who to contact.

About FiLLi Cafe

FiLLi Cafe is a Dubai-born, tea-led global cafe brand, home of FiLLi Zafran Chai — bringing chai, coffee, street-food energy, and warm cafe culture to international markets.

Founded: 2004, Dubai
Founder and CEO: Rafih FiLLi
Signature drink: Zafran Chai
Today: 100+ locations across 14 countries
Headquarters: BurJuman Business Tower, Dubai

The founder

Rafih FiLLi, founder of FiLLi Cafe — **Rafih FiLLi**Founder and CEO, FiLLi CafeDownload high-res

The story of FiLLi began long before the brand existed. What started as a nickname given by school friends eventually became the identity of a global chai brand.

In 2004, Rafih FiLLi took over his father’s cafeteria in Dubai and created the signature Zafran Chai that would define a brand. He turned a simple cup of chai into a beautiful reason for people to connect.

“My vision is to build FiLLi into the world’s most loved chai brand — born in Dubai, rooted in tradition, and celebrated across the globe.”
“Consistency comes from obsession with the fundamentals.”
“I make it a point to visit as many outlets as I can each day.”

The journey

2004
From a name to a brand
Rafih FiLLi takes over his father’s cafeteria in Dubai and creates Zafran Chai.
2007
A second café
FiLLi opens in Al Mankhool, Dubai.
2012
Franchising
FiLLi starts growing with franchise partners.
2016
First country abroad
Qatar becomes the first international franchise.
2018
Recognition
Forbes Middle East list and a business-school case study from Ivey Publishing, distributed by Harvard Business Publishing.
2022
UK and USA
First cafés in the United Kingdom and the United States.
2026
14 countries
100+ locations, from city streets to airports.

Logos

The FiLLi wordmark in English and Arabic and the emblem, as PNG and vector PDF. Please use them as supplied, without recolouring, stretching or adding effects.