Bangkok’s first Boss cafe has opened at Siam Centre and will operate until August 31, serving a variety of drinks and bakery items.

The pop-up cafe has been created by Suntory PepsiCo Beverage, Thailand’s Pepsi-Cola distributor, which said it aims to increase brand recognition and encourage coffee consumption in the nation.

Thailand is the second country outside of Japan to have a Boss cafe, with the first opening in Australia.

“The introduction of Boss cafe is part of a comprehensive marketing campaign aimed at increasing brand awareness and stimulating coffee consumption among coffee lovers,” Anawat Sangkhasap, the company’s chief marketing officer, told The Bangkok Post. “It also takes advantage of the growing trend of premium coffee in Thailand.”

The company will also launch integrated marketing initiatives to raise customer knowledge of the Boss coffee brand and interact with it.

Further reading: Japanese furnishings retailer Nitori expands into Thailand