Amazon Cafe and Baby Somboon Launch Coffee-Soy Sauce Collaboration
Amazon Cafe and Baby Somboon have launched a limited collaboration featuring two coffee drinks infused with soy sauce syrup, available nationwide through September at 89 baht each, targeting younger consumers seeking unconventional flavors
Amazon Cafe, a coffee brand under PTT Oil and Retail Company, is shaking up the beverage market with a collaboration featuring Baby Somboon, a seasoning brand under Yuan Huo Yun Corporation Group. The two brands have launched the Baby Somboon Club, blending their strengths through a creative coffee-and-soy-sauce concept that delivers surprising new flavors while appealing to younger consumers who seek novelty, fun, and experiences worth sharing on social media.
The collaboration goes beyond simply adding a menu item—it is a strategic expansion of Amazon Cafe's business reach and creation of a new consumption experience by combining the brand DNA of both companies. The goal is to engage Gen Z, millennials, and younger demographics who are open to experimentation and enjoy trying unconventional flavors. In a beverage market where consumers seek not just good taste but memorable experiences to talk about, Amazon Cafe pairs its popularity across more than 4,800 outlets nationwide with Baby Somboon's distinctive soy sauce flavor to create a widely accessible product experience.
Two featured menu items are offered: Iced Espresso Caramel Soy Sauce (89 baht), a concentrated espresso blended with sweet caramel and dark soy sauce syrup for a bold, aromatic, and subtly sweet-savory taste; and Milky Frappe Caramel Soy Sauce (89 baht), a smooth milk-based frappe that combines the sweetness of caramel with the balanced complexity of dark soy sauce syrup for a rich and unexpected flavor. Both drinks are available from September 1–30 at all Amazon Cafe locations nationwide.
