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Café Amazon, one of Thailand’s most iconic coffee brands, is accelerating its global ambitions with a bold expansion strategy. Operated by PTT Oil and Retail Business Public Company Limited (OR), the chain has evolved from a humble roadside café within PTT Stations into one of Asia’s largest coffee empires, now boasting over 5,000 outlets worldwide. With each new market, Café Amazon brings its signature blend of Thai hospitality, sustainability, and community-driven values to the global stage.
From Thailand to the World — Café Amazon’s Brand Legacy Shines Bright
For the eighth consecutive year, Café Amazon has been honoured as Brand of the Year by the World Branding Awards, with its recent 2024 edition reinforcing its position as a Thai-born brand with a lasting impact on the international stage.
According to the company, in the second quarter of 2025, Café Amazon sold more than 107 million cups of coffee — the equivalent of nearly 1.2 million cups a day — representing a rise of almost 5 million cups, or 4.9% year-on-year. The growth was driven by store expansion and resilient consumer demand. Already Thailand’s market leader, the brand is expanding its presence in Laos, the Philippines, Japan, Oman, and Bahrain through a franchise model designed to maintain global brand standards in design, quality, and service.
Sustainably Sourced, Globally Shared: The Café Amazon Way
At the core of Café Amazon’s identity is its commitment to local coffee growers and sustainable farming practices. The company sources beans from farmers in northern Thailand, including those from Pang Khon, Phah Lang, Mae Wang, and Doi Inthanon, through long-term partnerships that enhance agricultural techniques, increase smallholder incomes, expand forest cover, and contribute to cleaner air.
Back in Thailand, OR is scaling its 200-rai OASYS hub in Ayutthaya, an integrated complex covering roasting, bakery production, distribution, and a barista academy. The facility is powered partly by solar energy, operates on a zero-wastewater system, and creates new local employment — demonstrating OR’s strategy to link commercial growth with environmental stewardship.
Café Amazon’s commitment to social inclusion is woven into its expansion story. The “Café Amazon for Chance” program — now active in over 430 outlets nationwide — empowers marginalised groups through employment, turning everyday coffee spaces into platforms for community and impact.
Thailand’s Coffee Powerhouse Takes on the World
Built on a foundation of inclusive growth and environmental care, Café Amazon has become a global name with a distinctly Thai soul. As it looks ahead, the brand remains steadfast in its mission to grow with purpose and pride.
🔗 Learn more about Café Amazon here: https://awards.brandingforum.org/brands/cafe-amazon
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