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Why is Swensen’s So Popular in Thailand?

As my Thai in-laws and I walked up a steep San Francisco hill a few springs ago, it felt like we were on a great pilgrimage—and not just because of the incline. We were on our way somewhere important.

Our destination, naturally, was Swensen’s. The original one. We told the staff inside the shop, which far more…spartan than I think any of us were expecting as much. Their reply? No words, and not so much as a smile. The ice cream was good, but I wish it had been the coldest thing any of us felt that day.

The bad news? The first Swesen’s in SF has virtually nothing in common with Swensen’s ice cream in Thailand. The good news? Thailand’s Swensen’s outlets are far superior to anything the company’s namesakes could’ve concocted stateside.

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How Swensen’s Made Its Way to Thailand

The story of Swensen’s in Thailand starts in the 1970s, when the founder of the original store, Earle Swensen, sold the rights to his brand to an investment firm. They quickly applied the “Swensen’s” moniker to dozens (and then hundreds) of franchises, first around the US and then around the world, especially in Asia. Like today’s Swensen outlets in Thailand, these upmarket sit-down spots had little in common with the humble San Francisco shop.

Although turning a small business into a large corporation obviously have some downsides, it enabled Mr. Swensen to earn a fortune around the globe, without having to learn the ins and outs of foreign exchange. Thankfully, this is a lot easier now than it was 50 years ago, thanks to tools such as justmarkets registration, which allows you to learn about and trade foreign currencies in the palm of your hand.

 

Why Thais Love Swensen’s So Much

Convenience

With more than 300 locations in dozens of Thailand destinations, it’s not an exaggeration to say that Swensen’s is everywhere in Thailand. This means that no matter where a Thai family lives, Swensen’s is almost certainly the most convenience place to head for any kind of dessert, and definitely for ice cream.

Ambiance

Unlike the street corner shop in San Francisco, where the only thing approximating “ambiance” is the sound of streetcars whooshing by, Swensen’s Thailand feels relatively luxurious. Guests sit at elegant booths, under ornate stained glass lampshades bearing the company logo and served as if they were at a dinner restaurant.

Variety

Swensen’s has dozens of ice cream flavors available to eat à la carte or with the topping(s) of your choice, as well as incorporated into elaborate sundaes and other concoctions. Unsurprisingly they offer local flavors, including mango (particularly during mango season), mangosteen and, of course, durian.

Value

I can’t lie: Swensen’s in Thailand is pricey by local standards. On the other hand, Thais love a good promotion, and Swensen’s offers plenty of them. Some are evergreen, such as offering 2-for-1 scoops to loyalty members on certain nights of the week. In other cases, cell carriers or banks offer their customers targeted, rotating discounts.

Word-of-mouth

Thailand, for better or worse, is a country where people tend to fall in line, particularly with their friends, family and co-workers. As Swensen’s has expanded over the years, a few Thais told a few more Thais, who told a few more before suddenly Sa-wen-sen (as they phoneticize it) was the word on everyone’s lips.

 

Other Amazing Dessert Spots in Thailand

Swensen’s is awesome, but Thailand is an amazing country for desserts more broadly. Here are some of my favorite ways to keep it sweet in the Land of Smiles:

  • In terms of premium dessert cafes that you’re likely to find in shopping malls, After You is the only one that really comes close to the ubiquity of Swensen’s, even though they focus on more elaborate desserts than just ice cream, namely “Honey Toast.”
  • Most food courts in Thai malls have a section specializing in local desserts, from foreigner-friendly ones like Mango Sticky Rice, to local-favorite concoctions such as Namkaeng Sai, which pairs coconut milk with shaved ice and various toppings.
  • Prefer to drink your dessert? You can buy Thai Iced Tea (simply called Cha Yen, or iced tea, in Thai) from food stalls on streets all over the Kingdom, typically though not exclusively in the morning. Which is good, because you’ll need all day to walk off the calories!

Of course, you’re unlikely to be in Thailand for just one day. So you could have Swensen’s Thailand on Monday, and each of these desserts on Tuesday, Wednesday and so forth!

 

Other FAQ About Swensen’s in Thailand

How many locations does Swensen’s have in Thailand?

Swensen’s currently operates more than 300 locations in Thailand, which accounts for a whopping 75% of the Kingdom’s premium ice cream marketshare. As a general rule, if there’s a shopping mall somewhere in Thailand, there’s a Swensen’s inside it.

When did the first Swensen’s restaurant open in Thailand?

Swensen’s first opened in Thailand in 1986, having been brought there by Minor Food Group, which was also responsible for transplanting brands like Burger King the the Coffee Club in the Kingdom. Its parent group, Minor International, is the owner of the well-regarded Anantara hotel chain.

Is Swensen’s a Thai company?

Swensen’s is not a Thai company, though franchises in Thailand do operate under the umbrella of Minor Food Group, which is headquartered in Bangkok. The Swensen’s corporation, on the other hand, maintains its headquarters in Markham a suburb of Toronto in Ontario, Canada.

The Bottom Line

If you haven’t eaten at Swensen’s ice cream in Thailand, have you really even been to Thailand? A fixture in virtual every major shopping mall in the country, Swensen’s is by far the most elegant place to eat ice cream in the Kingdom, and is arguably one of the most enjoyable dessert cafes in the world. Beyond the ambiance of its restaurants and the deliciousness of its myriad flavors, Swensen’s is remarkable consistent, no matter which store you happen to visit. They also have incredible promotions, especially for local residents. Want personalized help putting together your Thailand trip? Consider hiring me to plan it!

 

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