In Thai coffee culture, BEANS has created a space where quality meets sustainability, and every cup tells a story.
As the specialty coffee scene shifts into what some call the "fourth wave," BEANS stays focused on what matters most: consistency, community and the faces behind every bean. Now, in a collaboration with The Standard, they're bringing that same energy—creative, genuine, and unmistakably fun—to the Caffeine Social on October 25.
We sat down with BEANS to talk about their roots, their philosophy, and why roasting great coffee is easier said than done…
We sat down with BEANS to talk about their roots, their philosophy, and why roasting great coffee is easier said than done…
BEANS has become a Thai mainstay—how did it start, and what made you want to roast differently from everyone else?
BEANS began with a simple intention to craft coffee that’s consistently good. Making a great cup isn’t the hardest part; keeping it great every single time is the real challenge. Our journey started from a small roastery built on a passion for quality and stability in flavor. We’ve spent years experimenting, researching, and roasting a wide range of beans to uncover the unique character within each origin and to bring that out at its best. That’s what makes every cup from BEANS honest, balanced, and truly made with heart.
What does “third-wave coffee” mean to you?
“Third-wave coffee” was the era when the world began to embrace specialty coffee but today, I believe we’ve already entered the “fourth wave.” Specialty coffee has become the new normal; people now care deeply about quality, origin, and processing. For BEANS, what matters most isn’t just being ‘specialty’. It’s about truly understanding the story behind every cup and the quality within each flavor. Knowing where your coffee comes from, who grows it, and how we can continue to honor that journey through every roast and every sip.
You talk about sustainability and community a lot—what does that look like when you’re out there sourcing and roasting?
For us, “sustainability” goes beyond the environment. It's about people, communities, and the nature that surrounds them. At BEANS, we aim to uplift the lives of coffee growers while elevating the quality of the coffee itself. We believe true sustainability must be holistic, connecting every part of the journey from farm to cup, and it has to come from a place of genuine respect and collaboration.
The Standard and BEANS both bring some playful energy to the table. How does this collaboration riff on those personalities?
Both BEANS and The Standard share a similar kind of energy, creative, genuine, and driven by the desire to craft meaningful experiences for people. This collaboration feels like a “multiplier of energy,” where two aligned visions come together to create something greater. It’s about delivering moments that are not only delicious and high in quality, but also fun, inspiring, and full of stories worth sharing.
The Mae Ai, Lao Breakfast, and Doi Nan blends all bring something different to the counter—how did you decide these were the ones to showcase here?
Mae Ai and Doi Nan are origins where BEANS has worked closely with local farmers to develop and refine coffee quality together from the ground up. As for the Lao beans, we chose them because we want to support our neighboring country, one with strong potential, advanced tools, and internationally recognized production standards. Together, these three blends represent BEANS’ philosophy of connecting people across the region through great coffee and shared passion.
At the Caffeine Social on October 25, what’s the moment you’re most excited for people to experience?
Coffee has always been a gathering point for people, a space to connect, share ideas, and spark inspiration. What excites us most about this event is seeing coffee presented in a fresh, lively way that truly fits today’s culture almost like a “Coffee Party” that brings together coffee lovers and curious minds alike. And this time feels extra special, as it’s the first collaboration between BEANS and The Standard to create such an engaging experience.
Are there any trends in coffee you’re tired of seeing?
Trends that focus solely on price rather than quality can be misleading, giving the impression that good coffee shouldn’t come with a proper cost. We believe that truly great coffee should be honest and sincere to those who drink it, while fairly reflecting the effort and value of the people who grow and craft it.
Lots of us just drink coffee for energy—we don’t think too much about it. How do you go from passive coffee addict to true coffee connoisseur?
We can’t change how people enjoy their coffee — drinking it for energy or to wake up isn’t something that needs to be “fixed.” Everyone has their own way of experiencing coffee, whether it’s to start the day or simply for the flavor — both are equally valid. At BEANS, we aim to let everyone enjoy both the energy and the true authenticity of flavor, because at the end of the day, coffee is the kind of joy you choose for yourself.
Who are three famous people you’d love to have a coffee date with?
The first person would be James Freeman, the founder of Blue Bottle. Blue Bottle is one of the pioneers that helped shape the Third-Wave Coffee movement. I’d love to exchange ideas with him about running a coffee business that leaves a lasting impression of high-quality coffee — even if it isn’t as massive or commercially dominant as a brand like Starbucks, it’s a brand with its own charm and excellence. It reflects the passion and perseverance of someone who simply loves great coffee.
The second person would be Scott Rao, often described as the Steve Jobs of the coffee world. He is a globally respected coffee expert and advisor, known for consulting top roasters and coffee shops around the world.
Tell us what’s next for BEANS.
Go Global! We want BEANS to be a Thai coffee brand that shares our story and our coffee with the world — just as many international brands have come to Thailand.
