Starbucks celebrates the opening of its largest store in Thailand with Starbucks Reserve® Chao Phraya Riverfront at ICONSIAM, Bangkok. It marks Starbucks 12th Reserve Bar and 417th store in Thailand, reaffirming the company’s commitment to accelerating growth across one of Southeast Asia’s most dynamic markets.
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The store represents two firsts for Starbucks in Thailand. It is the first store to serve the Muan JaiTM Blend, a bold coffee from Northern Thailand, and also introduces the first TeavanaTM Bar for customers seeking a reimagined tea experience.
Offering panoramic views over the iconic Chao Phraya river that flows through Bangkok’s vibrant urban center, the store was designed to create a welcoming Third Place where people can unwind and connect over signature, hand-crafted beverages.
“For 22 years, Starbucks has been elevating coffee craftsmanship and bringing unique experiences to our customers in Thailand. Today marks a significant milestone as we introduce an exciting new store that recognizes our coffee heritage while celebrating Thailand’s rich and diverse culture,” said Sara Trilling, president, Starbucks Asia Pacific.
Customers can now experience the Muan JaiTM Blend with any Starbucks® handcrafted espresso beverages, as well as choose from a range of Starbucks® signature beverages and premium Starbucks Reserve® coffees that change throughout the year and can be enjoyed in a variety of brewing methods.
The store also features extensive food menu, including artisanal pastries freshly baked in-store and Starbucks® signature desserts served with ice cream.
At the TeavanaTM Bar, customers can immerse themselves in a hands-on tea experience, exploring different flavors and high-quality tea varieties through beverages including the Lychee Earl Grey Tea and Peach Mojito.
Starbucks is dedicated to partnering with farmers across Asia Pacific to bring the region’s high-quality coffees to the world ethically and sustainably. Starbucks developed Muan JaiTM Blend, which means “wholehearted happiness”, in collaboration with farmers in Northern Thailand where it has been sourcing coffee in partnership with local farming communities since 2003.
Starbucks Reserve® Chao Phraya Riverfront will be the first store in Thailand to serve the distinctive blend, which was previously only available to customers as packaged whole bean coffee. In addition to giving a proportion of proceeds from Muan JaiTM Blend packaged coffee back to the community, for every cup of Muan JaiTM coffee served in-store, Starbucks will donate 10 baht to Northern Thai farming communities.
“Thailand has a rich history of coffee production and we are proud to have shared our passion for coffee with our customers, partners and communities since first opening our doors herein 1998,” said Nednapa Srisamai, managing director, Starbucks Coffee Thailand.
“The store is a fantastic showcase of craftsmanship and underscores our commitment to nurturing moments of connection over a cup of coffee. We look forward to sharing the Starbucks Experience with our customers at this breathtaking new location,” continued Srisamai.
Inspired by its rich riverside setting and history, the store was designed to bring the coffee experience to life for customers while celebrating local Thai culture. Located atop of ICONSIAM one of Bangkok’s premier lifestyle destinations, the 1,260 square meter store features distinct artwork and design pieces created in partnership with local artisans.
As guests arrive, they are greeted by a colorful mural that depicts Thai coffee farming landscapes and Bangkok’s familiar landmarks. Taking design cues from the Chao Phraya river, flowing terrazzo flooring guides customers to a range of intimate coffee experiences.
As the centerpiece of the store, the Starbucks Reserve® bar features a wood-carved mural that pays homage to the traditional art of Thai wood carving, depicting rural scenes and coffee craftsmanship. Here customers can experience an expansive range of Starbucks Reserve® coffees, while appreciating artwork that celebrates local coffee-growing communities and their stories. At the main bar, customers can enjoy Starbucks® signature beverages, including the Muan JaiTM Blend, or choose from a selection of TeavanaTM teas.
Customers are invited to ascend a feature staircase, inspired by the flavor wheel Starbucks uses to qualify its unique Starbucks Reserve® coffees, to explore the mezzanine floor above. The staircase features a coffee tree from Northern Thailand at the center and transforms into a compass, guiding customers on a bean-to-cup coffee journey that celebrates global coffee culture and Starbucks heritage. On the mezzanine floor, Starbucks Baristas guide customers through the different tastes and aromas of Starbucks Reserve® coffees, with a colorful artwork depicting the flavor wheel acting as a perfect backdrop.
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The mezzanine ceiling features beautifully crafted lanterns in a nod to Bangkok’s Loy Krathong festival, while stadium seating mirrors the river’s contours, offering spectacular views over the city. Customers can also wind down on the outdoor terrace while enjoying panoramic views of the river.