Coffee chain/Punthai

Editorial staff

Punthai Coffee Co, one of PTG’s non-oil businesses, has set an ambitious sales target of 5.8 billion baht in 2025, alongside the 600 new openings of Punthai Coffee chain.

Sukwasa Pooshutvanitshakul, the company’s managing director, said that the company plans to open 600 new Punthai Coffee across the country, against the 490 new openings nationwide last year. As a result, its expansion will bring the total number of Punthai coffee to reach 1,947 this year. In 2023, 857 Punthai coffee were open in the market and its number rose to 1,347 last year. Currently, only two provinces without Punthai Coffee are Yala and Narathivat.

According to Euromonitor International, the Thai coffee market is valued at over 60 billion baht, with home coffee accounting for 33 billion baht and out-of-home coffee at 27 billion baht. Specialty coffee continues to grow at an average rate of 5-10% annually and represents approximately 11% of the total coffee market.

With healthy growth of specialty coffee, Punthai has launched its premium Thai-origin coffee, Thairicano, to the market in September last year. It has a collaboration with Surachai Puthikulangkura, a world-renowned advertising illustrator, to craft an artistic narrative of the Thairicano coffee journey. This initiative will beautifully illustrate the meticulous process from farm to cup, ensuring that the best Thai coffee reaches customers.

In addition to new coffee café, Punthai Coffee has launched a new brand tagline for the first time in 12 years: #AnythingIsPossibleWithPunthai. This tagline reflects the brand's DNA of relentless innovation and creativity.

‘’Our signature ‘Thairicano’ Americano showcases the best of Thai coffee culture, made from 100% Arabica beans sourced from Mae Hong Son. This specialty coffee, available at an affordable price, highlights our dedication to supporting Thai farmers and sourcing local ingredients,’’ she said.

Currently, Punthai eyes customer group aged 18-45 years old. Core customers are 30 years old up, therefore, the company has extended more young generation customers by leveraging its partnership with Korean travel YouTuber Cullen – P’Jung during the fourth quarter of last year, to significantly broaden its reach among younger consumers.

This collaboration aims to promote its premium Thai-origin coffee, Thairicano, and elevate Thai specialty coffee to international recognition.

Revenue of Punthai Coffee reached 2.57 billion baht in 2024, marking a 97.4% growth compared to 2023. This growth aligns with the overall expansion of Thailand’s coffee market.

In the first quarter of 2025, Thai Coffee aims for revenues of 1.214 billion baht and plans to open 146 new locations nationwide during the period, along with an ambitious sales target of 5.8 billion baht for the whole year.

As part of our inaugural activities for 2025, Thai Coffee will unveil a giant handcrafted Thairicano cup over 3 meters tall, showcasing intricate artwork that represents our mission to elevate Thai coffee. Attendees will enjoy a limited-edition Thairicano and can savor nostalgic menu items featured in our advertising campaigns, including Thai Berry Americano Soda, Foi Thong Thai Tea, Mini Mango Frappe and Corn Green Tea. These offerings were curated by Cullen – P’Jung, who also brought Thai culture to life through their vibrant and humorous presentations, blending Thai soft power elements like traditional puppetry, modern cartoon art, and fusion performances.

“This is just the beginning. Moving forward, Punthai will continue to surprise everyone with initiatives that demonstrate how #AnythingIsPossibleWithPunthai. Stay tuned for more exciting activities,” Mrs. Sukwasa said.