On 25 June 2019, % Arabica posted a photo and registered its check-in at the Suvarnabhumi Airport on Instagram with the caption reading, “Hello Bangkok! We will design our first store for Thailand today”. Since that posting, so many Thais who have tasted the brand’s coffee in Japan, Hong Kong, Singapore, and more before have been eagerly waiting for the day they can walk into % Arabica Thailand. 

        Their wait is now over. “% Arabica ICONSIAM”, the first and only % Arabica store in Thailand, is opening its door to customers with full-scale services. But before you drop in, let’s take a look at the brief introduction of this minimalist Japanese café brand. Its fans may have heard that % Arabica started its business in 2013 and in Hong Kong. And it was only after the brand opened a café in Kyoto in 2014 that its minimalist décor and coffee quality have quickly become sensational. So far, there are more to learn about % Arabica. It should also be noted that % Arabica ICONSIAM, with its special something, truly stands out from the rest. 

        As soon as people lay their eyes on “% Arabica”, two questions usually pop up. How should they pronounce the name of the brand? And why is “%” included in the café brand? The answers are that the brand is just called “Arabica” and that % is by no means the symbol of per cent. While people may associate % with a common mathematic symbol, the brand’s % is inspired by two coffee beans on a coffee branch. So, it is definite that % Arabica is not to be pronounced as “Per cent Arabica”. 

        When % Arabica’s Instagram account first posted the photo of the Suvarnabhumi Airport, speculations ran wild as to where exactly % Arabica flagship store would be built in Thailand. People were interested to find out which location would resonate best with the Japanese café brand’s image. % Arabica did not keep its fans guessing for long. There was an official announcement shortly later that the brand’s first and only store in Thailand would go up at “ICONSIAM”.

        Kenneth Shoji, the founder of % Arabica, says he has chosen ICONSIAM because he wants his outlet to operate in a culturally-rich corner. He points out that the “Chao Phraya River”, which flows past ICONSIAM, is a vital cradle of Thai culture and ways of life. When he stood on the first floor of ICONSIAM (exactly the spot % Arabica ICONSIAM is today located), he could tell with confidence that customers would enjoy a beautiful view no matter where they sat down at this corner. % Arabica therefore has decided to open its first outlet in Thailand at ICONSIAM. 

        The signature of % Arabica is minimalism, which is integrated into the décor of all its stores in the world. Designed by award-winning design firm, % Arabica ICONSIAM has been minimalist in every aspect. Hailed from Japan, the designer’s portfolio guarantees the quality of its impressive design. 

        At the heart of % Arabica is “See the World through Coffee” philosophy. The brand comes up with this concept partly because its founder is an avid traveler who has realized that coffee served in each country offers distinct fragrance, taste and feelings. When we relish coffee of % Arabica, we therefore can feel and know more about the country of origin. Coffee beans, after all, have their unique characteristics and they vary from places to places. 

        Resonating with its “See the World through Coffee” motto, % Arabica serves Arabica Blend. This special cup of coffee mixes various coffee varieties from across the world together, achieving a unique taste and aroma. With a tinge of chocolate and caramel, Arabica Blend tastes so mellow. 

        Baristas of % Arabica reveals that Arabica Blend, which presents a perfect combination of the world’s various coffee varieties, turns magical when it is mixed with milk. In their own words, adding milk to the cup of Arabica Blend is like “pouring magic into it”. The recommended item at % Arabica, undoubtedly, is thus Latte. For those who don’t drink coffee, % Arabica serves tempting green tea. Importing matcha from Japan, the café brand mixes the quality ingredient with milk. Even without syrup, its green tea is delightfully sweet and fragrant. 

        If you can wait a bit more for a cup of beverages, you are recommended to try drip coffee. % Arabica ICONSIAM has owned a new style of coffee-dripping equipment that has never been used anywhere else before. 

        Another strength of % Arabica is its attention to detail during beverage preparations. For example, its Arabica Blend must be roasted by a Tornado King machine, and the roasted beans will be used to prepare coffee only during the period of 4th to 7th days after roasting. This rule applies because the café brand finds out that the aroma and taste of coffee beans will not be perfect outside the period.

        Moreover, while % Arabica uses eco-friendly straws, it does not opt for paper-based type. This is because the aroma and taste of coffee changes when it goes through paper straws, which have distinct taste and smell. Aside, such straws soften so fast and become unfunctional. Straws used by % Arabica are made of sugarcane. They are completely odorless and flavorless. Importantly, they can sit inside a cup of coffee for hours and retain both their shape and their functionality. 

        The key tool of % Arabica, namely Espresso Slayer, is also tailor-made. The machine is not something you will find at any other café. It is exclusively available at % Arabica. 

        Often, % Arabica’s social-media posts show its baristas in action. Barista photos are chosen because they are the main driving force for the brand’s business, as they are the ones who communicate and deliver coffee experiences to customers. % Arabica has recruited its baristas based on their “Passion” because it trusts that the passionate ones can be trained and will be so committed that they will pass every test. All baristas at % Arabica ICONSIAM have received four months of training. Customers thus can be rest assured that they will be served by persons who really love and understand coffee. 

        This is an introduction to % Arabica, the brand we would love to recommend to everyone. Once you get to know it, you will have no doubt as to why this Japanese café brand has enjoyed tremendous international success despite the fact that it is still less than 10 years old. At present, % Arabica has already operated nearly 60 stores around the world. The opening of % Arabica ICONSIAM presents good opportunities to Thais. Drop into this flagship store to enjoy unique coffee that no other café brands can offer. There is no need to fly out of Thailand for such coffee taste anymore. We are confident that if you come to % Arabica ICONSIAM, you will be smitten. 

        Come here to chill out while safely maintaining physical distance from others. Sitting on the first floor of ICONSIAM, % Arabica is open every day.