Butter Bear Bangkok: Inside Scoop on the Viral Dessert & Mascot Phenomenon
Since June 2024, Butter Bear has surged in popularity across Bangkok. Created by the renowned café chain After You, this new sweets brand combines cute bear-themed design, exclusive collaborations, and high-quality desserts. From its signature cookies to limited-edition merch and mascot appearances, Butter Bear is more than just a café—it’s a full experience. Whether you’re traveling, photographing for your social media, or just looking for something delightful to taste or gift, this guide has everything you need to know.
目次
1. Origins & Why Butter Bear is a Hit
- Created by After You: Known for its honey toast and café atmosphere, After You brings its proven dessert expertise to Butter Bear.
- Instagrammable, Adorable Design: The bear mascot, photo-ready desserts, pastel colors—all this makes it highly shareable on social media.
- Collaboration with the Tourism Authority of Thailand (TAT): Butter Bear features in TAT’s “Instant Happiness with Butter Bear” campaign, elevating its status as a national favorite.
- Limited Merch & Collabs: From fashion collabs (e.g. with Gentle Woman), plushies, and themed apparel to stationery, the non-food side of Butter Bear has strong appeal among fans.
2. Where to Go & When – Store Locations and Hours
- Main Store (EmSphere, Phrom Phong): G-floor of EmSphere mall, which is directly connected to BTS Phrom Phong Station.
- Operating Hours: 10:00 AM to 9:00 PM daily.
- New Branch (Siam Paragon): Opened in October 2024 at Siam Paragon, located in the basement food court area.
3. What to Try: Desserts & Merch You Can’t Miss
- Signature Desserts:
• Milk Butter Cookies (~170 THB) – rich in butter flavor, crisp texture.
• Cream-Filled Donuts – light, airy dough and generous cream filling.
• Butter Cake – simple but with a full buttery richness. - Merch & Collectibles:
• Apparel such as T-shirts and hoodies featuring the bear logo and seasonal designs.
• Stationery (notebooks, stickers).
• Plush toys / bear mascots – limited quantities often sell out fast.
4. How to Avoid the Queue & Info on Second Store Opening
- When the Store is Most Crowded:
• Mornings right after opening (10:00-12:00), especially weekends.
• Lunchtime (12:00-14:00) as shopping mall foot traffic peaks. - Best Times to Visit:
• Weekdays around 15:00, after the lunch rush.
• Late in the evening, close to closing time (around 20:00-21:00). - Second Store (Siam Paragon) as Alternative: If EmSphere is too busy or inconvenient, the Siam Paragon location offers a good backup.
Conclusion
Butter Bear isn’t just a dessert stop—it’s part of Bangkok’s current cultural wave. With its blend of cute design, high-quality sweets, government backing, and strong merch appeal, it offers something for dessert lovers, Instagrammers, and souvenir hunters alike. Next time you’re in Bangkok, plan your visit smartly to avoid the crowds, try the famous cookies, and maybe take home some limited merch. Butter Bear is one of those spots that’s both delicious and memorable.
（Photo by butterbear.th）
