Meet Butter Bear (Butterbear) in Bangkok: EmSphere Flagship Guide, Cafe & Merch (2026)
Bottom line: if you want to meet Thailand’s most famous bear, Butterbear, head to the flagship store on the G floor of EmSphere in Bangkok’s Sukhumvit area. It’s right by BTS Phrom Phong, and the cafe is open daily from 10:00 to 21:00. The bear herself, Nong Noey, performs meet-and-greets mainly on Fridays, Saturdays, and Sundays, and popular sessions draw lines from early morning. For both the merch and the cafe, this is the best place to experience Butterbear at its source.
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Who is Butterbear, and why is she so popular?
Butterbear is the mascot of the Thai bakery-and-cafe brand Butterbear, a female bear character whose name is Nong Noey (“noey” means butter in Thai). In 2024, a tourist filmed her dancing outside EmSphere; the clip went viral on China’s Douyin, racking up more than 16 million views and over 5 million likes, and launched her as one of Thailand’s biggest mascot characters.
The brand traces back to the family behind the popular Thai coffee chain Coffee Bean by Dao, and its signature items are nostalgic baked treats like doughnuts and cookies. Her fluffy look and the brand’s gentle, fan-pleasing “heart-healing” marketing won over everyone from kids to adults.
Where can you meet Butter Bear?
Butterbear’s flagship store is on the G (ground) floor of EmSphere, a shopping mall in Bangkok’s Sukhumvit district. It’s a short walk from BTS Phrom Phong and operates as a cafe and merch shop daily from 10:00 to 21:00. There is also a branch at Siam Paragon, so you can choose by location.
| Item | Details |
|---|---|
| Flagship | Butterbear EmSphere (G floor) |
| Nearest station | BTS Phrom Phong, a short walk away |
| Hours | Daily 10:00-21:00 (follows mall hours) |
| Other branch | Siam Paragon and more |
| Payment | Thai baht; cards and QR widely accepted |
When should you go to actually meet her?
Nong Noey’s meet-and-greets are held mainly on Fridays, Saturdays, and Sundays, with photo sessions usually starting in the early afternoon (around 2 pm). The cafe and shop are open every day, but to see the bear herself dance and pose, you need to aim for those days.
Because she’s so popular, queue tickets and photo slots fill quickly. Dedicated fans have reportedly lined up as early as 4:30 am to secure a spot. Always check the official social accounts for the day’s schedule and queueing rules, and arrive with time to spare.
Inside, you can enjoy both Butterbear-themed sweets and merchandise such as plush toys and keychains. The menu centers on baked goods like doughnuts and cookies, which pair well with a drink for a cafe stop.
The merch is a Bangkok souvenir staple, with shelves packed with plush bears, mascots, and stationery. Popular items and limited collaboration goods can sell out, so visit earlier in the day if there’s something you really want.
Klook.comHow did Butterbear become a global star?
Butterbear’s rise was driven by social media: that 2024 dancing clip on Douyin turned a humble mall mascot into an international sensation, and she has since appeared in collaborations and pop-ups beyond Thailand. Events vary by season, so check official announcements for the latest.
Even with overseas pop-ups coming and going, the surest place to meet her year-round, and to find the widest range of goods, remains the Bangkok flagship. If you’re visiting Thailand, it’s well worth a stop.
Summary
To meet Butterbear (Nong Noey), the flagship on EmSphere’s G floor by BTS Phrom Phong is your base. The cafe and shop run daily 10:00-21:00, while her photo sessions are mainly weekend afternoons. Overseas pop-ups come and go, but in Bangkok you can meet her year-round with the best merch selection. Check the official socials for the schedule before you go, and enjoy meeting Thailand’s most famous bear.
Frequently Asked Questions (FAQ)
Where is the Butterbear flagship store?
On the G floor of EmSphere in Bangkok, a short walk from BTS Phrom Phong, open daily from 10:00 to 21:00.
When can you meet Butter Bear in person?
Meet-and-greets are mainly Friday to Sunday, with photo sessions usually starting around 2 pm. Days and times change, so check the official socials.
How long is the wait?
Popular sessions fill fast, and some fans line up early in the morning. To be sure of a spot, arrive well before the start time.
Where can you buy Butterbear merch?
At the EmSphere flagship and the Siam Paragon branch. Plush bears and mascots are a popular Bangkok souvenir.
What does the name Nong Noey mean?
“Noey” means butter in Thai, tying into the brand name Butterbear. Nong Noey is the character’s given name.
Is the cafe only about the mascot?
No. It’s a working bakery cafe with doughnuts, cookies, and drinks, alongside the merch shop, so it’s enjoyable even outside meet-and-greet days.
