Dao Coffee Launches in US with Thai Model Ambassador
You’ve either grown up tearing into a packet of 3-in-1 coffee before facing a long day at university or sat in one of the multiple cafes slurping iced coffee to escape the blaring heat, but surely anyone who has spent any time in Thailand or South East Asia has encountered, Dao Coffee, the ubiquitous coffee brand, and whether those memories were favourable, you may be impressed to discover, that this little-mainstream Asian coffee has now landed in the big Old U.S of A!
America runs on coffee; according to the statistics, Americans drink 3 cups of coffee per day, spend around $1,100 a year on coffee consumption. Not only does coffee give you the joy of a caffeine rush, but it also comes with numerous health benefits including lower risk of diabetes and improved mood. With all of these facts it is no doubt that there’s a high demand for coffee in the US market and the newest underdog in the race is Laos born Dao Coffee.
“I think there are demands for premium coffee in America,” said Boonmy Litdang, International Relations Manager of Dao Coffee. Their new ambassador, Mimi Tao, a Thai model has a life story as unique as the brand itself; growing up in a buddist monastery, Tao realised her dream of becoming a model at an early age. She was mentored by Rojjana “Yui” Phetkanha, one of the most famous Thai supermodel in the 90s. In 2019, Tao debuted as the first transgender model on Bravo’s TV hit ‘Project Runway’ and everything else was history.
What’s the difference you may ask? Any coffee enthusiast would tell you that drinking coffee, just like enjoying any particular type of drinks such as wine, is an art in itself. Besides enjoying the benefit of coffee to wake them up in the morning, many coffee fans also enjoyed discovering stories and flavour profiles of different coffee beans. Dao Coffee beans grow on the Bolaven Plateau located in the Southern part of Laos within Champasak Province. The rich soil that was once part of a volcano gives the coffee which grown organically a distinctive flavour desired by coffee drinkers all over the world.
For Dao Coffee, having Tao as their brand ambassador represents Asian confidence and perseverance especially during these challenging times. “I met Boonmy Litdang, International Relations Manager of Dao Coffee during New York Fashion Week in 2019 and we became friends first then she asked me to become the brand ambassador. I’m so proud to represent the coffee from my origin, even though I’m Thai and from the Isaan region but in Thailand and Laos we share the same culture. Our family speaks Laos and Thai, so I am really grateful to become the face of Dao in the US.” said Tao.
In the US, one of the best-selling products from Dao Coffee is the unique individually packed dubbed as 3-in-1 coffee. This Asian innovation brings good and affordable coffee to customer’s homes with fewer ingredients, so they can enjoy coffee on the go. “In Asia, many people start drinking coffee from 3-in-1 because it’s sweet and milky before they start having latte or black coffee. It’s convenient, easy to keep and prepare over covid times,” said Boonmy.
Back in Asia Dao Coffee products are also becoming popular in China due to high demand for locally produced and organic products from Laos. As the Kunming-Vientiane train link is due to begin service in 2021, Dao Coffee is looking forward to expanding its reach back home as well.
These days, you can find Dao Coffee products in many Asian supermarkets in the US. Boonmy also shared with us Dao Coffee future plans to open a physical coffee shop in the near future. “Now that we have launched in Asian supermarkets, our next plan is to market the coffee in other stores in America, along with opening a store in Manhattan,” Looking like the future is bright for South East Asia’s very own coffee powerhouse, all aboard!
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