Blue Elephant Celebrates 45 Years of Global Success
A Journey Through Time
The story of Blue Elephant Group began with a shared dream between Mr Steppe, a Belgian entrepreneur with a passion for Thai culture, and his wife Master Chef Nooror, a culinary prodigy from Thailand. Their love for Thai cuisine and culture inspired them to open the first Blue Elephant restaurant in Brussels in 1980. At a time when Thai food was relatively unknown in Europe, the couple introduced diners to the vibrant flavours, intricate techniques, and rich traditions of Thai cooking.
"There was not much Asian cuisine there then, though there was some Chinese fare. So it was a big challenge to introduce an unfamiliar taste (Thai) to them," recalls Khun Karl Steppe, Chairman and Co-founder of Blue Elephant Group.
When Thai cuisine first made its way to the West in the late 20th century, it was often perceived as an exotic and unfamiliar culinary tradition. For many Western diners, Thai food was a curiosity—a vibrant and tasty cuisine that stood out for its bold use of herbs, spices, and contrasting flavours. However, it was often misunderstood, with many restaurants adapting recipes to suit local palates, sometimes at the expense of authenticity. Dishes like Pad Thai and Green Curry, while popular, were often simplified or altered, leaving many Westerners unaware of the depth and complexity of true Thai cooking.
This perception began to shift in the 1980s and 1990s, thanks in large part to the efforts of culinary pioneers like Master Chef Nooror. Master Chef Nooror, a native of Chachoengsao, played a pivotal role in introducing authentic Thai cuisine to the West. Through her restaurants, cooking classes, and public appearances, she showcased the artistry and tradition behind Thai cooking, emphasising the importance of fresh ingredients, precise techniques, and the balance of flavours that define the cuisine.
Her dedication to authenticity helped elevate Thai food from a niche offering to a respected and sought-after culinary experience. This quality approach quickly earned Blue Elephant critical acclaim, making it a favourite among celebrities, royalty, food enthusiasts, locals and international visitors alike.
Khun Karl's business acumen and vision for global expansion laid the foundation for what would become a Thai culinary icon. Over the years, Blue Elephant became synonymous with fine dining and cultural immersion with overseas restaurants in London, Copenhagen, Paris, Lyon, Malta, Moscow, Dubai, Bahrain, to name a few.
In 2002, Blue Elephant opened its first restaurant in Thailand, a decision that Khun Karl says was considered by many a risky move, considering the many good Thai restaurants already in existence. Despite the scepticism, the Bangkok location became one of the most successful, showcasing the brand's ability to elevate Thai cuisine even in its home country. The restaurant's setting in a historic colonial mansion in the Sathorn area added to its allure, offering a luxurious and culturally rich dining experience and becoming a landmark destination for both locals and tourists.
Present Day: A Global Culinary Powerhouse
Today, Blue Elephant Group is a globally recognised brand with restaurants, cooking schools, and retail products spanning Europe, North America, Asia, the Middle East, and beyond. One of the group's most significant achievements in recent years has been the launch of Blue Spice in 1984, a subsidiary dedicated to bringing the authentic flavours of Thai cuisine to home cooks, food enthusiasts and food service and retail worldwide.
In 2006, Blue Spice opened its Pathum Thani factory, marking the company's transition from food service-oriented production to the retail spectrum. Originally, Blue Spice functioned as a trade office, shipping fresh fruits, vegetables, and flowers weekly to Blue Elephant restaurants in Europe. Today, Blue Spice offers an extensive range of premium ready-to-eat meals, sauces, pastes, and cooking kits, allowing customers to recreate the magic of Blue Elephant in their own kitchens. Blue Spice also offers standalone ingredients like coconut milk, fish sauce, and jasmine rice, all of which are essential for authentic Thai cooking.
Blue Elephant has been praised for its commitment to using high-quality, sustainably sourced ingredients and traditional recipes developed by Master Chef Nooror herself.
As Master Chef Nooror always says, "You cannot do good food without good ingredients."
This strategic supply chain played a key role in the success and growth of the Blue Elephant concept. Today, Blue Spice's production facility in Pathum Thani, north of Bangkok, produces nearly 100 kinds of products, with 70-80% of its output exported to 48 countries. Blue Spice has become a significant revenue driver for the group, particularly in the United States, where it is sold in high-end supermarkets in nearly 5,000 locations and is well-known in the country.
According to Khun Sandra Steppe, director of Blue Elephant Group, "Blue Spice has been instrumental in expanding the overseas profile of Blue Elephant and Thai cuisine in a much greater way than the restaurant presence."
Meanwhile, Master Chef Nooror has become a de-facto "Ambassador of Thai Cuisine" over the past four decades, well before Thailand made its food one of its national icons – a role she has been so proud of. She has been on Thai food promotion campaigns in some 50 countries worldwide and continues to do so in places like Saudi Arabia and Russia, which are on the radar screen in the more immediate future.
Blue Elephant's cooking schools, located in Bangkok, Phuket, and other key cities, have also played a pivotal role in promoting Thai cuisine on the global stage. These schools offer hands-on classes taught by expert chefs, providing students with the skills and knowledge to master the art of Thai cooking and thus expanding the popularity of Thai food worldwide. Over the past 23 years, thousands of students have attended the cooking courses, and each month more than 100 participants have their skills honed at the Sathorn premises alone.
"Blue Elephant stands as a culinary institution as we are advocating for preserving Thailand's culinary traditions," Master Chef Nooror adds.
Looking to the Future
As Blue Elephant embarks on its next chapter, the focus remains on expanding its culinary footprint while maintaining the highest standards of quality and authenticity.
One of the top priorities for the coming years is to further develop Blue Spice as a leading brand in the global food market. Blue Spice is expanding its Pathum Thani facility to ramp up its production capacity with new product lines to cater to evolving consumer preferences, Khun Sandra points out, adding Blue Spice will be a key driver in expanding Blue Elephant's global presence. Over time, Blue Spice is also expanding its expertise to support other restaurants and clients, opening opportunities for original equipment manufacturer (OEM) production in the future.
Meanwhile, Blue Elephant also wants to open new restaurants in major cities overseas, on top of the five current sites in Copenhagen, Malta, Phuket, Sathorn and Bangkok's Sukhumvit Soi 13 which was recently launched. But Khun Sandra says opening new Blue Elephant restaurants is an uphill task, being constrained by factors like securing chefs, manpower and management capable of maintaining a high standard of food quality and services, while staying true to the brand's signature style and values.
However, the group is pursuing a roadmap to grow the Thai Brasserie by Blue Elephant, the new concept restaurant with casual setting that was introduced at Central Festival Phuket shopping centre.
Additionally, Blue Spice is committed to investing in eco-friendly practices, aiming to reduce its environmental footprint through sustainable sourcing and packaging initiatives. The company envisions collaborations with local Thai farmers to ensure the freshest ingredients and support local economies, fostering a sustainable agricultural ecosystem.
Celebrating 45 Years of Success
As Blue Elephant Group celebrates its 45th anniversary, it reflects on the journey that has brought it to where it is today. From its humble beginnings in Brussels to its status as a global culinary icon, the group's story is a testament to the power of vision, hard work, and a commitment to excellence.
Khun Karl says: "Throughout our journey, Blue Elephant has received numerous accolades, reflecting our commitment to quality and innovation. We have been honoured with awards recognising our culinary excellence, including prestigious accolades from the culinary world that affirm our dedication to mastering Thai cuisine."
Meanwhile, on 25 July 2024, His Majesty King Philippe of Belgium bestowed Khun Karl and Master Chef Nooror the title of Commander in the Order of King Leopold for their exceptional contribution, during more than 40 years, to the excellent and flourishing relations between Thailand and Belgium.
"These achievements are not merely personal milestones; they represent the hard work and passion of our entire team, who share my vision and commitment to elevating Thai culinary traditions," Khun Karl says.
He is excited about the future of Blue Elephant. "We are continually adapting and evolving, embracing new culinary trends while remaining true to our roots. My goal is to inspire and educate the next generation of chefs, ensuring that the art of Thai heritage cooking continues to thrive in today's and tomorrow's context.
"I envision Blue Elephant not only as a restaurant but as a Thai culinary reference where aspiring chefs can learn and share their passion for Thai cuisine with the world."
Master Chef Nooror expresses her gratitude to the patrons and dedicated staff, now numbering 400, who have contributed to the restaurant group's success.
"This anniversary is not just a celebration of our past but a testament to our commitment to the future of Thai cuisine. We are excited to continue our journey and share the flavours of Thailand with the world," she says.
To commemorate this significant milestone, Blue Elephant will host a series of events throughout the year, including special tasting menus, cooking classes, and cultural showcases. Guests will have the opportunity to experience the rich tapestry of Thai cuisine while learning about the history and traditions that have shaped Blue Elephant into what it is today.
The Next Generation
While Khun Karl and Master Chef Nooror remain actively involved in the business, their three children: Sandra, Kim, and Kris, together with their long-time top collaborators, Khun Ines Chardonnet, Managing Director, Blue Spice Co., Ltd. and Junior Vice President, Blue Elephant Group; Khun Thaviseuth Phouthavong, Vice President, and Khun Paiboon Sathianparpayut, Financial Controller, Blue Elephant Group, have taken on significant roles in steering the company into the future.
They are ensuring that the brand's rich heritage is preserved while adapting to the evolving demands of the modern world.
The siblings form a dynamic team. They each contribute their unique strengths to ensure the company's continued growth.
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