Thai specialty coffee brand UNO Coffee has unveiled a daring new venture: DOS! Matcha, a pop‑up matcha concept store at Central Ladprao, open for just 22 days (August 7–28). The initiative is designed not to chase sales, but to test consumer appetite in Thailand’s fast‑growing matcha segment.
Co‑founder Porn Apaporn Tangkrisankajorn describes DOS! Matcha as a pilot project born from strong customer response to seasonal matcha menus at UNO Coffee, reported Bangkok Biz News. With the slogan “Great Matcha for All,” the brand emphasizes affordability: pure matcha drinks start at THB 60, while premium lattes reach THB 180.
Unlike coffee culture, where origin stories dominate, Thai matcha drinkers focus on taste notes. DOS! Matcha reflects this by naming drinks after flavour profiles rather than tea sources:
- Nutcracker — bold nutty tones
- NUARRR — special noir matcha
- Kung Fu — entry‑level pure Chinese matcha
This playful branding aims to make matcha approachable and fun, while still offering premium options for enthusiasts.
Thailand’s matcha market is expanding rapidly, with new entrants intensifying competition. DOS! Matcha’s short‑term pop‑up strategy allows UNO Coffee to gauge demand without committing to permanent outlets. Daily sales targets are not fixed, though expectations are benchmarked against UNO Coffee’s performance of 600–800 cups per day.
The founders see DOS! Matcha as a way to carve out space in a crowded market. Backed by UNO Coffee’s reputation and branding, the pop‑up quickly attracted attention and positive feedback. Whether DOS! Matcha evolves into a permanent chain depends on consumer response during this trial run.
UNO Coffee is also selling the matcha as a take-home packat the pop-up store.
KUNG FU MATCHA – Fuding Matcha from Fujian province. Bold, smooth, and easy to drink every day. 40g / pack | THB 240
NUTCRACKER MATCHA – Yame Matcha with a distinct nutty character. Roasted nut aroma, mellow and well‑rounded. 40g / pack | THB 650
NUARRR 1st Harvest – Oku Yame Matcha from the first tender tea leaves of the season. Rich umami, smooth, and balanced. 30g / pack | THB 800
NUARRR Award Winning – Okumidori Award‑winning matcha from competitions in Japan. Outstanding umami flavor with a clean aftertaste. 30g / pack | THB 1,000 (limited to 5 packs per day)
