Blue Elephant celebrates 45 years as a global ambassador of Thai cuisine
This year marks a significant milestone for the Blue Elephant Group as it celebrates its 45th anniversary, a testament to decades of dedication to authentic Thai cuisine, innovation, and hospitality.
Founded in 1979 by visionary entrepreneur Karl Steppé and Master Chef Nooror Somany Steppe, Blue Elephant has grown from a single restaurant in Brussels into an internationally acclaimed beacon of Thai cuisine. Today, the group continues to honour its heritage while embracing the future through its subsidiary, Blue Spice, which makes authentic Thai flavours accessible to home cooks worldwide.
A journey through time
The story began with a shared dream between Karl Steppé, a Belgian entrepreneur passionate about Thai culture, and his wife, Master Chef Nooror, a culinary prodigy from Chachoengsao. Their love for Thai cuisine inspired them to open one of Europe’s first Thai restaurant in Brussels at a time when the cuisine was largely unknown.
“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 to them,” recalls Karl Steppé, Chairman and Co-founder.
When Thai food first arrived in the West, it was often perceived as exotic and unfamiliar. Dishes like Pad Thai and Green Curry were frequently simplified to suit local palates, leaving many unaware of the cuisine’s true depth.
Nooror played a pivotal role in changing this perception. Through her restaurants, cooking classes, and appearances, she showcased the artistry of Thai cooking, emphasising fresh ingredients, technique, and the essential balance of flavours.
With this approach, Blue Elephant quickly became a favourite amongst celebrities, royalty, and food enthusiasts. Karl’s business acumen laid the foundation for global expansion, with restaurants opening in London, Paris, Dubai, and other major cities.
In a move considered risky by many, Blue Elephant opened its first Thailand location in 2002 in a historic colonial mansion in Bangkok’s Sathorn district. Despite scepticism, it became one of the group’s most successful outlets, proving its ability to elevate Thai dining even in its home country.
A global culinary powerhouse of today
Today, Blue Elephant Group is a globally recognised brand with restaurants, cooking schools, and retail products spanning continents.
A key achievement was the 1984 launch of its subsidiary, Blue Spice, which began as a trade office shipping fresh Thai produce to its European restaurants. In 2006, it opened a factory in Pathum Thani, marking a venture into retail.
Today, Blue Spice has developed over 120 premium products, from ready-to-heat meals and cooking kits to essential ingredients like fish sauce, all crafted from Master Chef Nooror’s traditional recipes.
“You cannot do good food without good ingredients,” Nooror often says.
This philosophy is central to their success. Nearly 75% of the factory’s output is exported to 45 countries, with Blue Spice becoming a major revenue driver, especially in the US, where it is sold in nearly 17000 points of distribution.
“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,” says Sandra Steppé, Director of Blue Elephant Group.
Meanwhile, Nooror has become a de facto ambassador of Thai cuisine, promoting Thai food in over 50 countries worldwide, with soft power campaigns on five continents.
The group’s cooking schools in Bangkok and Phuket have also played a crucial role, honing the skills of over 100 participants each month in Sathorn alone. “Blue Elephant stands as a culinary institution as we are advocating for preserving Thailand’s culinary traditions,” Nooror adds.
Looking to the future
As Blue Elephant embarks on its next chapter, the focus remains on expansion while maintaining its standards of quality and authenticity.
A top priority is further developing Blue Elephant Products as a leading global brand. The company is expanding its Pathum Thani facility to increase capacity and introduce new product lines. Blue Spice is also exploring opportunities in OEM production to support other restaurants and clients.
While opening new flagship restaurants overseas remains challenging due to the high standards required for chefs and management, the group is pursuing growth through its new casual dining concept, Thai Brasserie by Blue Elephant, introduced in Phuket.
Additionally, Blue Spice is committed to investing in eco-friendly practices, aiming to reduce its environmental footprint through sustainable sourcing and packaging, and is building collaborations with local Thai farmers to support local economies.
Blue Elephant branches in Thailand
Bangkok Sathorn:
- Address: 41 South Sathorn Road, BTS Surasak, Bangkok 10120
- Opening hours: Daily, 11.30am to 2.30pm (lunch), 5.30pm to 10pm (dinner)
Bangkok Sukhumvit:
- Address: 27 Sukhumvit 13, Khlong Toei Nuea, Bangkok 10110, Thailand
- Opening hours: Daily, 5.30pm to 10pm (dinner)
Phuket:
- Address: 96 Krabi, Tambon Talat Nuea, Amphoe Mueang Phuket, Chang Wat Phuket 83000
- Opening hours: Daily, 9am to 10pm
Celebrating 45 years of success
From its humble beginnings in Brussels to its status as a global icon, the group’s story is a testament to vision, hard work, and commitment.
“Throughout our journey, Blue Elephant has received numerous accolades, reflecting our commitment to quality and innovation… These achievements represent the hard work and passion of our entire team,
“We are continually adapting and evolving, embracing new trends while remaining true to our roots. I envision Blue Elephant not only as a restaurant but as a Thai culinary reference,” says Karl.
Nooror expressed gratitude to the patrons and 400 dedicated staff who have contributed to their success. “This anniversary is not just a celebration of our past but a testament to our commitment to the future of Thai cuisine.”
To commemorate the milestone, Blue Elephant will host a series of events throughout the year, including special tasting menus, cooking classes, and cultural showcases.
The next generation
While Karl and Nooror remain actively involved, their three children, Sandra, Kim, and Kris, alongside long-time senior executives, have taken on significant roles to steer the company into the future. Together, they ensure the brand’s heritage is preserved while adapting to modern demands.
“Additionally, it has always been Blue Elephant’s mission to empower our collaborators and staff by providing opportunities for growth through education,” Karl concluded.
More details:
- Website: https://blueelephant.com/
- Social Media:
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