Starbucks Thailand is advancing a four-part strategy to tap into Thailand's 65 billion baht coffee market, targeting 600 store locations by early 2025 while accelerating menu innovation, digital expansion, reinforcing its leadership in quality and customer experience, and pursuing growth alongside community and environmental stewardship despite economic headwinds and volatile coffee bean pricing.

On July 15, 2024, Netranapa Srisamai, Managing Director of Starbucks Thailand, unveiled the company's 2024 business vision and direction. Starbucks has operated in Thailand for 28 years and remains confident in the market's growth potential. The company views itself not merely as a coffee shop brand but as one that grows alongside customers, partners, and communities, committed to delivering superior consumer experiences while creating positive social and environmental impact.

Starbucks sees opportunity in Thailand's growing coffee industry. Ministry of Commerce data shows the Thai coffee market is valued at approximately 65 billion baht and growing about 8 percent year-on-year, supporting the company's continued expansion and new product development.

For 2024, the company has set four core strategies: product innovation, digital channel expansion, reinforcing leadership in quality and store experience, and growth paired with care for people, communities, and the environment.

On innovation, Starbucks is continuously developing new beverages and products across both coffee and non-coffee categories to serve diverse consumer tastes, with an emphasis on fruit-based drinks that align with Thai preferences. New launches include the Durian Dream Frappuccino, featuring durian, and the Iced Shaken Thai Milk Tea with Egg Custard Pudding—developed specifically for the Thai market and available with or without pudding. The company is also introducing more affordably priced options to encourage trial without compromising quality.

Starbucks is differentiating itself through merchandise, which has driven significant sales growth, and through collaborations with global brands such as Harry Potter collections, which have been well-received.

Srisamai highlighted the digital strategy. Since COVID-19 accelerated changes in consumer behavior, Starbucks developed a comprehensive Digital Ecosystem beyond just the Starbucks Rewards loyalty program. The app now supports advance ordering, in-store pickup, home delivery, table service, meeting room reservations via LINE Official Account, and the Starbucks LINE Gift service for sending gifts and beverages on special occasions.

Starbucks Rewards currently has over 1.9 million members, and the company will continue enhancing digital payment options and services while expanding partnerships with delivery providers and e-commerce platforms.

Srisamai emphasized that quality remains central to operations—from product development and operations to store design and environmental management—with Starbucks stores prioritizing eco-friendly materials.

AIS and Bangkok Land have announced a strategic partnership to upgrade the 4,000-rai Muang Thong area into Thailand's prototype smart city under the banner "Muang Thong NEXT: The Smart & Connected City." The collaboration will transform Muang Thong from a national events and convention hub into a connectivity-focused city integrating all urban systems—living, housing, work, education, entertainment, business, events, transportation, security, and future economic opportunities.

AIS will provide comprehensive support through several key initiatives: deploying intelligent 5G mobile networks across Muang Thong and upgrading to 5G-Advanced using multi-frequency technology to deliver faster speeds, stronger signals, lower latency, and dense coverage—especially for large concert halls and event centers hosting tens of thousands of simultaneous users for live streaming, immersive experiences, extended reality, holograms, and high-quality real-time broadcasts.

The partnership will upgrade all households to smart living via AIS 3BB Fibre3 home internet and the new WiFi 7 standard, enabling homes, condominiums, and communities to connect quickly and reliably while supporting future smart services from smart homes and remote work to telemedicine and remote health monitoring.

AIS will also drive business transformation for the AI era through hyper-connectivity solutions, sovereign cloud, data centers, and AI services to help office buildings and entrepreneurs accelerate digital transformation, connect to global cloud platforms, enable data analytics, and access managed services from expert teams.

The partnership will elevate the IMPACT concert and event experience through WiFi networks and connectivity systems supporting large crowds, ensuring continuous communication, transactions, and digital engagement for exhibitors and organizers. It will also expand 5G VIP Ultra and Boost Mode services on 5G SA networks for faster, more stable digital experiences.

This digital infrastructure will extend to comprehensive future smart city management, covering AI CCTV, smart access, digital signage, smart metering, IoT, digital payments, data analytics, digital libraries, virtual classrooms, and cybersecurity. Data from convention centers, business areas, residences, retail, educational institutions, security agencies, and public spaces will feed into a Smart City Data Platform and digital twin, enabling real-time city oversight for officials to optimize traffic, energy, space usage, and security planning. The initiative aims to position Muang Thong as a model smart and connected city that operates intelligently, securely, and sustainably.

The Thai Meteorological Department has forecast lighter rain across Thailand from 16-19 July 2026, before showers and heavy rain return on 20-21 July, raising concerns over flash floods, runoff and overflowing rivers. The agency said the North and the western part of the Central region are the areas that need the closest watch.

From 16-19 July, rainfall will ease nationwide, although some areas in the North and upper Northeast will still see heavy rain as a low-pressure area lingers over upper Vietnam. The southwest monsoon covering the Andaman Sea, Thailand and the Gulf of Thailand will weaken during this period.

From 20-21 July, rain is expected to increase again, with heavy showers in some areas, especially in the North and the western part of the Central region, as a low-pressure cell moves over Laos and upper Vietnam and the southwest monsoon strengthens. The department warned that accumulated rainfall could trigger flash floods, forest runoff and overflowing waterways, especially in foothill areas near channels and low-lying land.

Wave conditions in the Andaman Sea and the Gulf of Thailand are expected to remain moderate, with upper Andaman waves around 2 metres and more than 2 metres in thundershowers. Lower Andaman waters and the upper Gulf are forecast at 1-2 metres, rising above 2 metres in stormy areas.

In the North, thunderstorms are likely over 30-40% of the area from 15-19 July, rising to 40-60% on 20-21 July, with isolated heavy rain. Temperatures will range from 23-27°C to 29-35°C, with southwest winds of 10-20 km/h.

In Bangkok and surrounding provinces, thunderstorms are expected over 30-40% of the area on 16-17 July and again on 21 July, with rain easing to 20-30% on 18-20 July. Temperatures will range from 26-28°C to 32-36°C.

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On July 15, 2569, the Thai Meteorological Department forecasts heavy rain in scattered areas across northern, northeastern, eastern, and western southern regions due to the moderate southwest monsoon covering the Andaman Sea, Thailand, and the Gulf of Thailand, alongside a low-pressure system over northern Vietnam. Residents in affected areas are urged to be cautious of heavy to very heavy rainfall and accumulated rain, which may cause flash flooding and flash floods, especially in foothill areas near waterways and low-lying zones.

Wave conditions in the upper Andaman Sea and upper Gulf of Thailand will weaken to moderate strength with waves approximately 2 meters high. The lower Andaman Sea and lower Gulf of Thailand will have waves of 1-2 meters, while areas with thunderstorms may see waves exceeding 2 meters. Fishermen are advised to proceed with caution and avoid sailing in thunderstorm areas.

Detailed regional forecast from 18:00 today to 18:00 tomorrow:

**Northern Region**: Thunderstorms in 40% of the area with heavy rain in some areas, particularly around Mae Hong Son, Tak, Phitsanulok, and Phetchabun provinces. Low 23-25°C, high 32-35°C. Southwest winds 10-20 km/h.

**Northeastern Region**: Thunderstorms in 40% of the area with heavy rain in some areas, particularly around Bueng Kan, Sakon Nakhon, Nakhon Phanom, Mukdahan, Amnat Charoen, and Ubon Ratchathani provinces. Low 23-25°C, high 33-35°C. Southwest winds 10-20 km/h.

**Central Region**: Thunderstorms in 40% of the area, mainly around Nakhon Sawan, Uthai Thani, Chai Nat, Suphan Buri, Ayutthaya, Saraburi, Kanchanaburi, Ratchaburi, Nakhon Pathom, Samut Songkhram, and Samut Sakhon provinces. Low 23-26°C, high 34-36°C. Southwest winds 10-20 km/h.

**Eastern Region**: Thunderstorms in 60% of the area with heavy rain in some areas, particularly around Nakhon Nayok, Prachuap Khiri Khan, Chanthaburi, and Trat provinces. Low 24-27°C, high 31-34°C. Southwest winds 20-35 km/h. Seas with waves approximately 2 meters, exceeding 2 meters in thunderstorm areas.

**Southern Region (Eastern Coast)**: Thunderstorms in 40% of the area, mainly around Chumphon, Surat Thani, Nakhon Si Thammarat, Pattani, Yala, and Narathiwat provinces. Low 23-25°C, high 32-35°C. From Surat Thani northward: southwest winds 20-35 km/h, seas with waves 1-2 meters nearshore and approximately 2 meters offshore, exceeding 2 meters in thunderstorm areas. From Nakhon Si Thammarat southward: southwest winds 15-35 km/h, seas with waves approximately 1 meter nearshore and 1-2 meters offshore, exceeding 2 meters in thunderstorm areas.

**Southern Region (Western Coast)**: Thunderstorms in 60% of the area with heavy rain in some areas, particularly around Ranong, Phang Nga, Phuket, and Krabi provinces. Low 24-26°C, high 30-34°C. From Phuket northward: southwest winds 20-35 km/h, seas with waves approximately 2 meters, exceeding 2 meters in thunderstorm areas. From Krabi southward: southwest winds 15-35 km/h.