Thailand’s favorite dessert café has entered a new phase. After You Dessert Café — best known for cult classics like Shibuya Honey Toast, Kakigori and late-night dessert runs that somehow turn into full meals — has grown far beyond its original café formula. What started in Bangkok has evolved into a brand people actively travel for, queue for and now, increasingly, find outside Thailand too.
Following the opening of its first overseas location in Hong Kong, After You continues to stretch its identity beyond the familiar café setting. Most recently, the brand collaborated with Tokyo’s VINEFRU Ginza on a Japanese-inspired Kakigori series that quietly took over social feeds across Thailand this summer.
Now it heads somewhere warmer.
From 15 May through 16 August 2026, After You brings Matcha on the Beach to Esmé Beach Club at The Standard, Pattaya Na Jomtien— a seaside pop-up created exclusively for the property. Think matcha-forward desserts, limited-edition Kakigori and beach-ready sweets designed specifically for long afternoons by the water. Nothing copied from the regular menu. Nothing available elsewhere.
We caught up with Gulapat “May” Kanokwatanawan, founder of After You, to talk about matcha culture, creative inspiration, and why somehow… everything tastes better by the beach.
We would like to find the place to open the shop concept ‘After You on The Beach’, we look around the area so many places but the location is not match with our brand and decoration until we found the space walk along the beach and see the location. The Standard, Pattaya is the place that I would like to visit during the time that the hotel just opened the door.
After You had never really created a full-scale matcha menu before both drinks and desserts, but customers had been asking for one for a long time. Once the team saw the location, they thought, ‘Why not create Matcha On The Beach?’ It felt playful, fresh, and perfectly fitting. The concept came together naturally through both the menu and the visual identity. The soft green tones of matcha paired beautifully with the hotel’s color palette, while the blue logo design for Matcha On The Beach complemented the seaside atmosphere perfectly. Since green is also one of the hotel’s signature colors, everything connected seamlessly into one cohesive collaboration.
The colors of both Esmé beach club and the hotel, especially the signature Sunset Orange tones used throughout the space and furniture design — contrast beautifully with the blue of the sea, making every element feel more vibrant and visually dynamic. The combination of colors also creates a sense of openness, giving the space a brighter and more expansive atmosphere. All of these elements came together perfectly with the Matcha On The Beach concept, seamlessly complementing the overall design aesthetic. The vibrant shades of the matcha menu also added to the harmony of the color palette, creating a beautifully balanced visual experience.
Matcha Coconut is already considered a classic within the world of matcha drinks, and when paired with a beachside setting, both its colors and flavors become even more vibrant and refreshing. Coconut water also naturally complements the feeling of being by the sea, making the concept feel even more fitting, especially since this menu had never previously been available at After You stores. Another standout creation is the Matcha Watermelon Smoothie, a completely new menu concept that has never been done before. It combines the refreshing sweetness of watermelon with the distinctive taste of matcha, creating a unique and surprisingly harmonious flavor experience.
After You places great importance on both presentation and taste. Every menu item is thoughtfully created because today, people often enjoy photographing their food just as much as eating it. Each dish and drink therefore needs to deliver not only great flavor, but also a visually appealing experience. Before launch, every menu is carefully tested and refined to ensure the best possible taste. However, once served on-site, adjustments also need to be made according to the environment — especially with the seaside setting, where wind and weather can cause blended drinks to melt more quickly. At the same time, the beauty of the location naturally enhances the overall experience, making every menu item even more photogenic and visually appealing.
The vibrant colors of the desserts and drinks, combined with the playful atmosphere of each destination we choose for our pop-ups, are what make every experience feel uniquely special. Because these pop-ups only happen for a limited time, they create a sense of indulgence — a chance for people to treat themselves, enjoy the moment, explore new places, and fully embrace the joy of desserts in a fun and memorable setting.
"Matcha On The Beach" invites guests of The Standard, Pattaya Na Jomtien to discover an authentic matcha experience by the sea. Although presented as a special pop-up, every cup is crafted with the same ceremonial-grade matcha used at our original store, freshly prepared one cup at a time to preserve the quality, flavor, and ritual behind every serving. From rich matcha drinks to indulgent sweet treats, the experience is designed for both devoted matcha lovers and dessert enthusiasts alike. Fans of After You and those who enjoy premium café-style desserts will feel right at home. Whether you are stopping by for an afternoon refreshment or a beachside treat, "Matcha On The Beach" promises a memorable experience that will leave everyone happy.
