The success of “BEANS Coffee Roaster” a specialty coffee chain under “Kin Deum Co., Ltd.” is not just a destination but a crucial foundation that allowed “Nub-Chananda Tawisin” CEO of BEANS Coffee Roaster, owner and co-founder, to identify a "gap" in the beverage market beyond just coffee, leading to the creation of a new brand called “BIBI,” a lifestyle drink community aimed at making drinking culture for young people both fun and healthy.
According to Kasikorn Research Center, Thailand’s beverage shop market in 2025 is valued at 56.9 billion baht (a 5% growth from the previous year). Despite rising costs and fierce competition from both Thai and international brands, BIBI chooses to enter this arena with a distinct “Premium Mass” positioning, aiming to capture market share from bubble tea and sweetened drinks.
At the core of BIBI is the concept of “JUICEFEE” (JUICE + COFFEE), breaking the traditional rule of 100% cold-pressed juice. The R&D team spent over half a year overcoming the limitation that fruit juice mixed with coffee had to be only orange or coconut, resulting in over 20 menu items with clear concepts, conveying the message that "good quality doesn’t need artificial enhancement."
They mix caffeine sources like specialty coffee, strong matcha, or secret recipe Thai tea to create unique but harmonious flavors in one cup, redefining cold-pressed juice to be more enjoyable and suited for urban lifestyles, while effectively competing with bubble tea and sugary drinks in the market.
What distinctly sets BIBI apart is its boldness in combining seemingly incompatible ingredients, such as ginger, Thai bird’s eye chili, or kale paired with Thai tea or coffee, creating signature flavors. Examples include My X (ex-lover)—pineapple, red apple, lemon—fresh and sour, symbolizing a relationship to move on from; First Date (passionfruit, lemon, orange, carrot)—sweet, sour, exciting like a new beginning; and No Drama (orange, guava, celery, kale)—calm, clean, balanced for days when you want no fuss.
BIBI prices start at 95 baht up to 175 baht to reach a broad target group including office workers and health-conscious youth. Initially facing raw material costs as high as 60-70%, BIBI developed the “Cold Pressed Preparation” system, successfully reducing costs to 30% and achieving serving speed of two minutes per cup.
Despite current economic volatility, especially packaging costs rising 25% due to global oil prices, management insists on not passing these costs onto consumers in the short term, opting instead to tighten internal controls to maintain customer base and long-term trust.
Beyond the product, BIBI’s marketing strategy focuses on creating experiences through staff. Employees are called “Babes,” not baristas, because they do more than make drinks; they create experiences before serving each cup. Every Babe undergoes workshops on flavor, fruit balancing, pairing juice with coffee/matcha/tea, and importantly, customer communication and care. They understand customers aren’t just ordering a drink but choosing their mood for the day, so Babes deliver both taste and positive energy.
Additionally, the brand builds a Healthy Community by collaborating with fitness studios, pickleball players, and charitable activities, reinforcing its socially responsible image and reaching its core demographic of 18-35-year-olds.
Regarding BIBI’s growth plan, Krittathep Thanawiput, COO of BEANS Coffee Roaster and co-founder of ‘BIBI’, emphasizes focusing on strengthening each branch rather than rapid expansion. Currently, the Siam Paragon branch serves an average of 100 cups daily and is expected to break even within a year.
Plans include opening two more branches this year in prime city locations, particularly in department stores like One Bangkok and Central Ladprao. Expansion to other provinces will be considered later, with franchise plans also in development.
This move by 'BIBI' is not just a business line extension for revenue growth but a proof of Kin Deum Co., Ltd.’s vision to redefine young people’s drinking culture. From the specialty coffee world, they are transferring their DNA to build a Lifestyle Community and develop a distinctive business path. This strategy reinvents cold-pressed juice into drinkable art, potentially becoming a key blueprint for BIBI’s sustainable growth in the 50-billion-baht beverage market, setting a new standard for Healthy & Fun in this era.
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