Growing up amidst expectations led to the creation of BEANS, a business that believes in people, relationships, and sustainable growth. In an interview on WOODY FM, “Nub Chananda Thavisin” opens up about living under the scrutiny and expectations of society as the daughter of former Prime Minister (Settha Thavisin), and shares her journey of building her own identity through a business that doesn’t measure success solely by sales, but prioritizes “people,” long-term relationships, and growth alongside society.
Noob Chananda explains that in real-world business, there’s no one-size-fits-all formula or fixed steps. It’s not simply a matter of following 1-2-3 steps to succeed. Every business has its own rhythm, timing, and opportunities, which must be learned through hands-on experience. Although she owns a coffee brand, BEANS originated from someone who “didn’t drink coffee.” Noob chose to start by investing in a franchise to learn the back-end systems, from location selection and inventory management to front-of-house operations, before deciding to seriously pursue coffee business with a partner. Their philosophy is that coffee shops should offer options for non-coffee drinkers as well, hence their strong focus on the non-coffee market.
Upon entering the real coffee business, she discovered that a single cup of coffee involves more details than she initially thought. From steaming the milk and extracting the espresso shot to the barista’s mood and mindset, everything can affect the taste. This led her to believe that “people” are the heart of the service business. She also shared three key principles for those wanting to open a coffee shop today: 1. Clearly define your brand and stick to that core while navigating trends. 2. Prioritize “people,” as the team’s energy is reflected in the customers. 3. Understand finances and cash flow carefully, as this is crucial for long-term survival. Her greatest pride in the BEANS project isn’t just the brand itself, but witnessing the growth of its people—employees, returning customers, and Thai coffee farmer partners—who have all grown alongside her. She also recounted the creation of a coffee learning center in Chiang Mai to help farmers achieve stable and sustainable incomes, while considering environmental considerations and adding value to their produce through knowledge sharing, rather than simply changing careers based on orders or ideals that don’t align with reality.
From a personal perspective, Noob admits that growing up in a successful family came with pressure from societal expectations. Phrases like, “You’re your father’s daughter, and this is all you can do?” were a constant source of fear for her. However, her family instilled in her the importance of doing her best and growing alongside others in society, not alone. She also advises those aspiring to enter the business world that the hardest part isn’t achieving success, but “starting” in the first place. If you dare to overcome your fears and insecurities and learn along the way, the business will gradually take you further.
