REGIONAL FOCUS - THAILAND
WHEN SOMEONE BRINGS US BEANS, WE OFTEN PURCHASE A SMALL SAMPLE, MAKE A TEST BATCH AND RETURN THE CHOCOLATE ALONG
capture the brightness of Thai life. The same influence shows up in our
flavours. Our curry bars are our way of honouring the central role food plays in Thai culture. Translating dishes like Tom Kha or Massaman into chocolate is not simple, but it is fun and it feels true to what inspires us in Chiang Mai. What we try to express as a brand is the
spirit of the city. Chiang Mai is inventive, welcoming and playful. We are not trying to position ourselves as premium or overly serious. We want to surprise and delight people with creativity and curiosity. That mindset came directly from living in Chiang Mai.
Innovation seems core to Siamaya, both in flavour and storytelling. Are there any upcoming product lines, collaborations or experiments with Thai ingredients that reflect where you see the future of Southeast Asian chocolate headed? Innovation at Siamaya happens in seasons. Sometimes it is about new flavours, and sometimes it is about production systems and team development. Right now we are focused heavily on streamlining our processes, building stronger teams and preparing for long term growth. One of our immediate projects is
developing new product sizes. Our 75 gram bars are popular with tourists and international buyers, but in Thailand many people prefer smaller portions because of the heat. A large bar can melt before someone finishes it, so smaller bite sized formats make sense for the local market. Over the next six months we will be releasing new sizes that match Thai consumption habits.
Packaging plays a major role as well. I often
say we are half chocolate company and half packaging company because we spend so much time on design. Creating smaller sizes that can be packaged efficiently is a challenge we are excited to work on. We are also developing seasonal flavours
tied to Thai holidays. One example is a Lucky Citrus bar for Chinese New Year that combines candied orange, candied pomelo and candied kumquat. It is bright, aromatic and celebratory. In the broader Southeast Asian context, I
believe the future of chocolate will come from strong regional storytelling combined with better farming and fermentation practices. Our goal is to contribute to that through thoughtful innovation in both flavour and operations.
Siamaya Chocolate has a strong educational angle, both in store and in your workshops. What role do you believe consumer education plays in advancing Thailand’s position in the premium chocolate world? Education is essential for the growth of Thailand’s craft chocolate industry. Like many countries, Thai consumers are still learning the difference between industrial chocolate and bean to bar chocolate made with transparency and care. Helping people understand that difference is key to building a stable premium market. I support this effort in several ways. I
am part of the Thai Trade Association of Cacao and Chocolate, which works to raise awareness about locally grown cacao and Thai made chocolate. Siamaya also hosts popular workshops where visitors can learn how chocolate is made, taste fresh cacao and create their own bars. These experiences help people appreciate the craft behind the product. We also host regular school groups that
come to learn about farming, sustainability and business. These students are future consumers, and giving them exposure to quality chocolate at a young age helps build long term understanding. There are now around one hundred craft
chocolate makers in Thailand, and many of them focus deeply on educating their local communities. Their efforts benefit the entire industry. As more people learn to appreciate quality Thai chocolate, demand increases for all of us. We also have an open door policy for
farmers and chocolate makers. Anyone can visit our factory to learn about our processes and equipment. I learned to
DECEMBER/JANUARY 2025/26 • KENNEDY’S CONFECTION • 21
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