Blue Elephant Group marks a milestone this year as it celebrates 45 years of dedication to authentic Thai cuisine, culinary innovation, and hospitality. From a single restaurant in Brussels to a globally recognized name in Thai gastronomy, the journey embodies a steadfast commitment to heritage, quality, and expansion. The group also continues to broaden its reach through Blue Spice, its subsidiary focused on making authentic Thai flavors accessible to home cooks and food enthusiasts around the world. This long arc of growth—from a small dream to a multinational brand—highlights the power of vision, perseverance, and a relentless pursuit of culinary excellence.
A 45-Year Milestone and a Legacy of Thai Cuisine
Blue Elephant Group’s narrative began with a shared dream between a Belgian entrepreneur and a Thai culinary maestro. Karl Steppe, a man with a passion for Thai culture and a knack for business, joined forces with his wife, Master Chef Nooror Somany Steppe, whose culinary genius and deep respect for Thai traditions became the backbone of the brand. In 1979, they laid the groundwork for what would become a landmark in Thai gastronomy. The first Blue Elephant restaurant would open its doors in Brussels in 1980, a bold move at a time when Thai cuisine was still relatively unfamiliar to European palates. The founders believed in presenting not only flavors but also the artistry and technique that define Thai cooking—the balance of elements, the freshness of ingredients, and the cultural storytelling embedded in each dish. This foundational decision—to introduce Thai cuisine in its authentic form to a Western audience—set in motion a trajectory that would transform perceptions and elevate Thai food to an internationally respected culinary experience.
From the outset, Blue Elephant wrestled with the challenge of introducing a cuisine that many Western diners perceived as exotic or foreign. There was little Thai cuisine in Europe at that moment, and the couple faced the task of educating the palate while maintaining authenticity. The journey was not merely about serving meals; it was about conveying a philosophy of cooking that prioritized fresh ingredients, precise technique, and a delicate equilibrium of sweet, sour, spicy, and salty flavors that define Thai cuisine. Early memories recount how Thai flavors were unfamiliar to many diners, and how traditional preparation methods and ingredient choices needed careful explanation to ensure appreciation rather than surprise. The founders understood that authenticity requires more than a faithful recipe—it requires a cultural context, a story, and a culinary language that speaks to guests across borders.
In the broader arc of Western cuisine, Thai food began to emerge in the late 20th century as a curiosity rather than a staple. Yet the Blues Elephant story shows that authenticity can transform curiosity into lasting admiration when paired with hospitality, quality, and education. Many Western restaurants at that time adapted Thai recipes to suit local tastes, sometimes stripping away the depth and technique that give Thai dishes their distinctive character. Blue Elephant’s approach differed: it centered on preserving traditional methods and emphasizing ingredients that bring out the true essence of Thai flavors. This fidelity to authenticity helped the brand distinguish itself and laid the groundwork for the subsequent expansion of Thai cuisine as a respected culinary tradition rather than a fleeting trend.
As the brand evolved, its emphasis on authenticity, technique, and ingredient integrity began to attract critical recognition. The work of Nooror, in particular, broadened the perception of Thai cuisine in the West. Her leadership extended beyond the kitchen into education and public engagement, where she championed how Thai cooking is built on precise processes, seasonal availability, and a balance among bold flavors. Her influence contributed to shifting perceptions from exotic novelty to a respected and sought-after culinary experience. In parallel, Karl’s strategic acumen and global vision created a blueprint for expansion—one that would see Blue Elephant become synonymous with fine dining, cultural immersion, and a standard of excellence that attracted celebrities, royalty, food enthusiasts, locals, and international visitors alike. The brand’s early international successes foreshadowed its lasting impact on Thai cuisine’s global footprint.
The combination of leadership, culinary philosophy, and strategic growth soon defined Blue Elephant as a Thai culinary icon. Over the years, the group broadened its footprint beyond Belgium and Western Europe, moving toward a global presence that would include a array of overseas restaurants and a robust culinary ecosystem. The expansion reflected more than just a business strategy; it was a cultural mission to showcase Thai cuisine with the dignity and depth it deserves. This period also planted the seeds for Blue Spice, the retail arm designed to democratize the tasting experience—bringing the tastes of Blue Elephant into homes and kitchens around the world. The 45-year milestone thus marks not only longevity but a sustained commitment to preserving Thailand’s culinary heritage while inviting new generations to discover and explore it in contemporary contexts.
From Brussels to the World: The Early Years and European Expansion
The first Blue Elephant restaurant in Brussels became the crucible for a broader dream: to translate Thai culinary culture into a format accessible to global diners without diluting its essence. The decision to launch in Brussels—a cosmopolitan city with a sophisticated dining scene—reflected a deliberate strategy to position Thai cuisine as a refined, high-quality culinary offering rather than a casual, quick-service experience. The restaurant’s design, service philosophy, and menu were all crafted to communicate the authenticity of Thai cooking while making it approachable for diners who might be encountering these flavors for the first time.
A central challenge during these early years was education—both of diners who were curious about Thai cuisine and of local staff who needed to master Thai culinary techniques that were unfamiliar to Western cooks. The founders recognized that precision in technique is essential to delivering authentic flavor, texture, and aroma. This meant meticulous attention to ingredient sourcing, knife skills, heat management, balance in flavor profiles, and plating that respects Thai presentation traditions. The Brussels restaurant became more than a dining destination; it acted as a living classroom where guests could observe culinary artistry, and staff could engage with the cultural narratives that accompany the dishes. The aim was to cultivate a deep appreciation for Thai cuisine, not merely a fleeting taste experience.
In parallel with the restaurant’s growth, Blue Elephant built a reputation for hospitality that accompanied culinary authenticity. The dining experience was designed to evoke a sense of Thai culture through service style, tableware choices, and the pacing of courses. The intention was to offer guests a gateway into Thai culinary traditions, inviting them to learn about ingredients, preparation methods, and the stories behind the dishes. The combination of culinary mastery and cultural immersion created a distinctive identity for Blue Elephant in Europe, one that distinguished it from other Asian restaurants of the era. It was this blend of dining excellence and cultural storytelling that helped Blue Elephant attract a diverse clientele, from local gourmets and expatriates to visiting dignitaries and celebrities, all drawn by a genuine representation of Thai cuisine.
As the brand began to make inroads beyond Brussels, the expansion narrative encompassed European cities that would later become associated with Thai culinary prestige. The early experiences in Western Europe offered a proving ground for Blue Elephant’s kitchen discipline, service standards, and culinary communications. The team learned how to present Thai flavors in a way that resonated with European palates without compromising authenticity. This required a careful selection of ingredients, a robust supply chain, and a menu that could highlight familiar Thai staples—like nuanced curries, fragrant soups, and signature noodle dishes—while introducing diners to the broader spectrum of Thai cooking techniques and regional variations. These foundational preparations would inform subsequent expansions to other major culinary hubs, where the brand would continue to demonstrate how Thai cuisine could be both deeply rooted in tradition and globally relevant.
The 1980s and 1990s saw Blue Elephant extend its influence beyond Brussels to established culinary capitals and emerging destinations across Europe and the region. The group’s international footprint began to take shape as it opened additional restaurants in major cities—each location designed to reflect Thai heritage while fitting local dining cultures. The expansion process required careful adaptation to regulatory environments, workforce dynamics, and consumer expectations in different markets, all while preserving the core values of quality, authenticity, and hospitality. Throughout this period, the brand maintained a consistent thread of storytelling through its menus and dining experiences, enabling guests to embark on a culinary journey through Thai regions and cooking traditions within the framework of a refined, modern dining setting. The international growth of Blue Elephant thus served as a living laboratory for cross-cultural culinary exchange, reinforcing the idea that Thai cuisine could thrive on the world stage when paired with rigorous standards and a genuine passion for cultural exchange.
Master Chef Nooror: The Authentic Thai Cuisine Architect in the West
A central pillar of Blue Elephant’s global ascent has been the leadership and craftsmanship of Master Chef Nooror Somany Steppe. A native of Chachoengsao, Nooror’s culinary lineage is deeply rooted in Thai tradition, and her work emphasizes the primacy of fresh ingredients, precise technique, and the nuanced balance of flavors that characterizes Thai cooking. Her influence helped articulate a clear philosophy: Thai cuisine is not merely a collection of popular dishes, but a cohesive culinary culture defined by regional diversity, seasonal ingredients, and a disciplined approach to cooking that respects both flavor and technique. Nooror’s approach to authenticity became a differentiating factor that elevated Thai food from a niche offering to a respected, sought-after dining experience across multiple continents.
Nooror’s impact extended beyond the kitchen into education and public representation. She used her platform to demonstrate Thai cooking as an art that relies on craftsmanship, discipline, and reverence for ingredients. Through restaurants, cooking classes, and public appearances, she showcased what sets Thai cuisine apart: the synergy between fresh produce, careful sourcing, and the skillful execution of techniques that bring out the distinctive aromas, textures, and flavor profiles. This emphasis on authenticity resonated with diners who sought an honest culinary experience—one that honors tradition while resonating with contemporary tastes. Nooror’s advocacy for authenticity helped to reframe Thai cuisine as a sophisticated culinary offering accessible to diverse audiences. Her leadership contributed to the broader recognition of Thai cooking as a refined culinary discipline worthy of study, promotion, and global appreciation.
Her dedication to preserving the integrity of Thai flavors contributed to the brand’s credibility in the eyes of critics and diners alike. Blue Elephant’s menu development under Nooror reflected a commitment to regional diversity within Thailand, highlighting dishes that reveal the country’s culinary richness rather than a simplified subset of familiar flavors. This approach often involved showcasing lesser-known regional specialties alongside iconic dishes such as Pad Thai and Green Curry, thereby offering guests a comprehensive Thai dining experience. The culinary team benefited from Nooror’s insistence on using high-quality, seasonal ingredients and techniques that respect traditional preparation methods while adapting to contemporary dining expectations. As a result, the Blue Elephant brand became a symbol of authentic Thai cuisine that could hold its own against the most prestigious dining experiences globally.
Her leadership also played a critical role in shaping Blue Elephant’s educational initiatives, including cooking schools and training programs designed to impart Thai culinary skills to students around the world. In Bangkok, Phuket, and other key cities, Nooror’s philosophy informed the hands-on classes that attracted thousands of students over more than two decades. These schools served as essential channels for knowledge transfer, enabling aspiring chefs to learn from seasoned experts, refine their craft, and carry Thai culinary techniques into their own kitchens and professional careers. Nooror’s contributions thus extend beyond the restaurant tables to the future generation of cooks who will carry forward the tradition of Thai cuisine, ensuring its preservation, evolution, and global reach.
Master Chef Nooror has also become a de facto ambassador for Thai cuisine, serving as a public voice for the cuisine’s authenticity and cultural significance. Her advocacy has taken her to multiple countries on promotional campaigns, demonstrating the depth and breadth of Thai cooking and its potential as a cultural export. Even as the brand expanded, Nooror maintained a consistent message: that good food begins with good ingredients, and that fidelity to sourcing and technique is essential for producing dishes that truly reflect Thai culinary heritage. This philosophy underpins Blue Elephant’s culinary identity and informs its ongoing efforts to educate, inspire, and connect people through the flavors of Thailand. Through Nooror’s leadership, Blue Elephant has cultivated a global reputation for integrity in Thai cooking, which has helped attract diners who value depth, storytelling, and authenticity in their culinary experiences.
Global Footprint and Landmark Destinations
Blue Elephant’s growth into an internationally recognized brand is marked by a string of overseas openings that brought Thai hospitality and cuisine to a broad audience. The group established its presence in iconic cities across Europe and beyond, including London, Copenhagen, Paris, Lyon, Malta, Moscow, Dubai, and Bahrain. Each location was chosen to reflect the brand’s mission of offering fine dining that marries Thai culinary traditions with world-class hospitality. The international portfolio demonstrates a robust strategy of cultural exchange, where guests can experience Thai flavors in settings that respect local sensibilities while preserving the distinctive identity of Blue Elephant’s culinary craft.
A milestone in the brand’s expansion occurred in 2002 when Blue Elephant opened its first restaurant in Thailand, marking a return to its homeland with a concept that had already proven successful abroad. This Bangkok location, situated in a historic colonial mansion in the Sathorn district, became a centerpiece of the brand’s domestic evolution. The fusion of a luxuriant historical setting with Thai culinary excellence created a dining destination that carried the prestige of Blue Elephant into Thailand’s vibrant gastronomic scene. The Bangkok restaurant’s success underscored the brand’s ability to elevate Thai cuisine within its own cultural landscape, illustrating that international acclaim could coexist with a strong domestic identity.
The Bangkok venue’s architecture and ambience amplified the brand’s storytelling, offering diners more than a meal but a culturally immersive experience. The historic colonial mansion provided an architectural backdrop that complemented the culinary journey, enriching the dining experience with a sense of heritage and refinement. The restaurant quickly became a landmark destination for both locals and visitors, further validating the brand’s philosophy that Thai cuisine deserves a place of prominence in the country of its origin and in the international dining landscape. This established a model for future domestic expansions that balanced luxury, cultural resonance, and culinary excellence.
Across its global footprint, Blue Elephant’s success has been tied to the synergy between the restaurants, its cooking schools, and its retail products. The brand’s overseas locations have served as showcases for authentic Thai cooking, inviting guests to explore regional specialties, techniques, and ingredients that define Thai cuisine. The restaurants have often been designed to reflect Thai cultural aesthetics while maintaining the elegance and sophistication of fine dining. This approach has helped the brand attract a diverse clientele, including locals seeking refined Thai dining, international visitors looking for an authentic Thai experience, and culinary enthusiasts who travel to experience Thai culture through its flavors and culinary craft.
The overseas presence also created opportunities for cross-cultural culinary exchange. Patrons in Europe, North America, and the Middle East could encounter Thai ingredients, cooking methods, and flavor profiles that might be unfamiliar, yet presented with clarity and hospitality. Each location became a living platform for Thai cuisine to engage a global audience, reinforcing the notion that Thai cooking is both deeply rooted in tradition and adaptable to a range of dining contexts. The brand’s international strategy thus elevated not only its own profile but also the broader perception of Thai cuisine worldwide, presenting it as a refined, versatile, and globally accessible culinary tradition.
Blue Spice: Bringing Thai Flavors Home
A pivotal development in Blue Elephant’s story came with the launch of Blue Spice in 1984, a subsidiary dedicated to translating the brand’s authentic Thai flavors into products accessible to home cooks and food service clients around the world. Blue Spice represented a deliberate move to extend the reach of Blue Elephant beyond restaurant dining and into everyday cooking, enabling people to recreate the restaurant experience in their own kitchens. This strategic shift allowed the brand to diversify its revenue streams and strengthen its presence in the global culinary market by providing high-quality ingredients and ready-to-use products that reflect Blue Elephant’s commitment to authenticity.
In 2006, Blue Spice opened its Pathum Thani factory, a development that marked a significant transition from a primarily food service-oriented production model to a broader retail and consumer-focused spectrum. Originally, Blue Spice functioned as a trade office, coordinating shipments of fresh fruits, vegetables, and flowers weekly to Blue Elephant restaurants in Europe. Over time, the company expanded its capabilities to include a wide array of premium ready-to-eat meals, sauces, pastes, and cooking kits. This expansion empowered customers to recreate the distinctive Blue Elephant experience at home, with options designed to suit both everyday cooking and special occasions. The product range also includes standalone pantry staples like coconut milk, fish sauce, and jasmine rice—ingredients that are essential for authentic Thai cooking and commonly used by home cooks to achieve Thai flavor profiles in their dishes.
Today, Blue Spice operates a robust production facility in Pathum Thani that produces nearly 100 different products. A substantial portion—70 to 80 percent—of its output is exported to 48 countries, signaling the brand’s broad international reach. The production scale and export footprint underscore Blue Spice’s role as a major revenue driver for the Blue Elephant Group, particularly in the United States, where the products are sold in high-end supermarkets and are widely recognized in nearly 5,000 locations. This level of market penetration illustrates how the Blue Spice portfolio supports brand awareness, consumer engagement, and long-term loyalty by giving audiences access to core Thai flavors with consistent quality and authenticity. The ability to offer turnkey ingredients and complete meal solutions helps to extend the Blue Elephant culinary philosophy beyond restaurants into daily cooking routines around the world.
According to Khun Sandra Steppe, director of Blue Elephant Group, Blue Spice has played a crucial role in expanding the overseas profile of Thai cuisine far beyond what the restaurant network could achieve through its presence alone. This sentiment captures the strategic value of a retail arm that complements the restaurant business and amplifies the reach of Thai flavors globally. Blue Spice’s growth has not only diversified the company’s revenue streams but also reinforced the brand’s status as a global ambassador for Thai cooking. The portfolio’s breadth—encompassing sauces, pastes, cooking kits, and essential Thai pantry items—has enabled a broader audience to engage with Thai culinary traditions in a practical, approachable way, encouraging experimentation and home cooking while preserving the integrity of traditional flavors.
Nooror’s status as an ambassador for Thai cuisine contributed to the brand’s public profile and credibility on the global stage. Over four decades, she has represented Thai culinary traditions in a wide range of promotional campaigns across approximately 50 countries, reinforcing the message that Thai cooking is a sophisticated, systematic culinary practice that deserves worldwide recognition. Her work continues to promote Thai cuisine as a culturally significant culinary language, represented by kitchens, classrooms, and dining rooms around the world. In addition to her promotional efforts, Nooror’s ongoing involvement with Blue Elephant’s cooking schools reinforces her belief that education is a core engine of growth for Thai cuisine. The schools’ hands-on approach reflects her conviction that practical training and experiential learning are essential for developing mastery in Thai cooking and for inspiring the next generation of chefs to carry forward the culinary tradition.
Blue Elephant’s cooking schools—located in Bangkok, Phuket, and other key cities—have played a pivotal role in promoting Thai cuisine on the world stage. These programs offer hands-on classes led by expert chefs, providing students with the skills and knowledge needed to master Thai cooking techniques and to understand the cultural context of the cuisine. Over more than two decades, thousands of students have attended these courses, and monthly participation remains high, with more than 100 participants refining their skills at the Sathorn campus alone. The schools function as knowledge hubs that disseminate the brand’s culinary philosophy, including the emphasis on fresh ingredients, precise methods, and the balance of flavors that characterize Thai cooking. They also serve as venues for cultural exchange, where students from different backgrounds can learn about Thai traditions, ingredients, and presentation styles, fostering a global community of Thai culinary enthusiasts. The educational work conducted through these programs reinforces the brand’s mission to preserve Thailand’s culinary heritage while encouraging its ongoing evolution.
Nooror has articulated the philosophy that guides the cooking schools and the broader brand: “Blue Elephant stands as a culinary institution as we are advocating for preserving Thailand’s culinary traditions.” This statement underscores a consistent emphasis on safeguarding culinary heritage while enabling innovation within a framework of authenticity. The schools’ curricula, demonstrations, and hands-on classes reinforce the idea that Thai cooking is a structured discipline with a deep, culturally embedded knowledge base. Students learn not only how to prepare dishes but also how to source ingredients, how to execute techniques with precision, and how to understand the cultural narratives that accompany Thai flavors. By fostering a culture of learning and mentorship, Blue Elephant ensures that Thai culinary traditions remain vibrant and relevant, while empowering students to translate these practices into contemporary dining and home cooking experiences.
Looking to the Future: Expansion, Innovation, and Sustainability
As Blue Elephant moves into its next chapter, the emphasis remains on expanding its culinary footprint while upholding the highest standards of quality and authenticity. A core priority for the coming years is to strengthen Blue Spice as a leading global brand in the food market. The plan includes expanding the Pathum Thani facility to increase production capacity and introduce new product lines that respond to evolving consumer preferences. Khun Sandra highlights that Blue Spice will serve as a key driver in widening Blue Elephant’s global presence, enabling more households to access authentic Thai flavors and enabling professionals to incorporate them into menus, product lines, and culinary offerings. This expansion is designed to support the group’s broader growth strategy, enabling continued geographic diversification and the development of new consumer touchpoints for Thai cuisine.
Over time, Blue Spice intends to extend its expertise to support other restaurants and clients, exploring opportunities for original equipment manufacturer (OEM) production in the future. This expansion would allow the company to collaborate with partners in the hospitality and food service sectors, producing standardized Thai ingredients and components that maintain consistent flavor profiles and quality across different contexts. OEM production would broaden the reach of Blue Elephant’s culinary standards, enabling more operators to deliver authentic Thai flavors at scale, while reinforcing the brand’s reputation for reliability and culinary integrity.
In addition to product-focused growth, Blue Elephant has expressed a commitment to opening new restaurant locations in major cities overseas, building on the five current sites in Copenhagen, Malta, Phuket, Sathorn, and Bangkok’s Sukhumvit Soi 13 (the latter recently launched). The expansion plan acknowledges the challenges inherent in growing a hospitality brand, including securing skilled chefs, finding reliable staff, and maintaining the high standards of food quality and service that define the Blue Elephant experience. The leadership recognizes that growth must be managed carefully to preserve the brand’s signature style, hospitality ethos, and culinary excellence. To this end, the company is pursuing a structured roadmap that balances ambition with a disciplined approach to quality control, training, and brand consistency.
Another strategic direction centers on developing the “Thai Brasserie by Blue Elephant,” a new concept designed to offer a casual setting while retaining the brand’s culinary DNA. This concept was introduced at Central Festival Phuket shopping centre and represents a move toward accessible, everyday Thai dining that complements the more formal restaurant experiences. The Thai Brasserie concept aims to attract a broader audience who seek the Blue Elephant experience in a relaxed environment suitable for social dining, quick lunches, or weekend gatherings. This expansion aligns with the group’s goal of increasing touchpoints for Thai cuisine and giving more people the opportunity to explore the brand’s flavors in different contexts.
Sustainability remains a core pillar of Blue Elephant’s forward-looking strategy. The group is committed to eco-friendly practices and strives to reduce its environmental footprint through sustainable sourcing and packaging initiatives. The farm-to-table mindset guides collaborations with local Thai farmers to ensure the freshest ingredients while supporting local economies and fostering sustainable agricultural ecosystems. These commitments reflect a broader industry shift toward responsible food production and supply chain transparency, illustrating how a global hospitality brand can integrate environmental stewardship with culinary excellence. The sustainability efforts underscore the group’s long-term vision for responsible growth that honors both Thai culinary traditions and contemporary responsibility.
As the brand reflects on its 45-year journey, leadership looks forward with a sense of purpose and ambition. The founders, still actively involved, have built a family-driven organization that blends entrepreneurial energy with culinary artistry. The next generation—Sandra, Kim, and Kris—along with long-standing collaborators, continues to steer the company toward future opportunities while preserving its heritage. The leadership team emphasizes empowering staff and collaborators through education and opportunities for growth, reinforcing a company-wide culture of learning and development. This approach ensures that Blue Elephant’s legacy endures not only in its restaurants and products but also in the careers of its people and the communities it touches. The emphasis on education, mentorship, and inclusive growth reflects the company’s belief that the future of Thai cuisine depends on nurturing talent, sharing knowledge, and cultivating a new generation of chefs and professionals who will carry the brand forward.
The 45th Anniversary: Accolades, Royal Recognition, and Reflections on the Road Ahead
The 45-year milestone has been accompanied by recognition that reinforces the brand’s impact on Thai cuisine, hospitality, and international relations. The journey has included numerous accolades that speak to the group’s culinary excellence and innovation. The collection of awards not only highlights the quality of the food and service but also acknowledges the brand’s role in shaping perceptions of Thai cuisine on a global stage. These accolades reflect the respect earned by Blue Elephant for its commitment to authenticity, craftsmanship, and cultural exchange, reinforcing the credibility of Thai cuisine as a refined and sophisticated culinary tradition.
A notable moment in the anniversary arc occurred on 25 July 2024, when His Majesty King Philippe of Belgium bestowed Karl Steppe and Master Chef Nooror Somany Steppe with the title of Commander in the Order of King Leopold. This royal recognition was awarded in acknowledgment of their exceptional contributions to fostering excellent and flourishing relations between Thailand and Belgium over more than four decades. The honor not only signifies personal achievement but also underscores the role of Blue Elephant as a bridge between cultures, promoting cross-cultural understanding and collaboration through the shared language of food. The ceremony marked a high point in the brand’s public profile and served as a reminder of the broader social and diplomatic value of culinary leadership in a global context.
Karl Steppe has expressed pride in these achievements as a reflection of the team’s collective effort. He emphasizes that the awards are not just personal milestones but also represent the dedication of the entire Blue Elephant family—the chefs, staff, partners, and patrons who have supported the brand through its long journey. The leadership sees these recognitions as validation of a strategy built on high standards, continuous innovation, and a deep commitment to culinary excellence. They also view them as motivation to continue elevating Thai cuisine, inspiring other chefs, and expanding the brand’s educational and cultural initiatives to reach even more audiences around the world. The royal honors thus symbolize a culmination of years of hard work, while also signaling the start of a new chapter characterized by renewed energy, ambition, and ambition aligned with the brand’s core values.
In reflecting on the path traveled, Karl articulates a forward-looking vision that blends reverence for Blue Elephant’s roots with an openness to new culinary directions. He envisions Blue Elephant not only as a restaurant network but as a Thai culinary reference that can educate and inspire aspiring chefs to learn from the brand’s history while contributing their own innovations. He speaks of a future where the brand remains deeply connected to Thailand’s culinary traditions while continuing to engage with a global audience through cooking schools, retail products, and carefully curated dining experiences. The aim is to maintain the integrity of Thai heritage cooking in today’s dynamic culinary landscape, ensuring that the art and science of Thai cuisine continue to thrive for the next generation of chefs, educators, and enthusiasts.
Nooror expresses gratitude to the patrons and staff who have contributed to the group’s success. Today, the team numbers around 400 people, a testament to the brand’s growth and the collaborative effort required to sustain a multinational hospitality and culinary enterprise. She emphasizes that the anniversary is not only a celebration of the past but a demonstration of commitment to the future of Thai cuisine. The goal is to continue the journey and share Thai flavors with the world, inviting guests to experience the cultural richness and culinary artistry that Blue Elephant represents. Her optimism reflects a belief that Thai cuisine has a universal appeal when presented with authenticity, respect for ingredients, and a spirit of hospitality that welcomes all.
To commemorate the milestone, Blue Elephant will stage a series of events across the year. The program includes special tasting menus that showcase the breadth of Thai regional flavors, hands-on cooking classes that enable participants to learn from expert chefs, and cultural showcases that provide deeper insights into the traditions that have shaped Blue Elephant’s culinary identity. These events offer guests the opportunity to engage with the history and artistry of Thai cuisine, experiencing the flavor profiles, techniques, and cultural narratives that have defined Blue Elephant’s brand. The anniversary celebrations thus serve both as a tribute to a storied past and as a forward-looking platform for ongoing culinary education, cultural exchange, and gastronomic exploration that invites new audiences to discover the intricate tapestry of Thai food and its enduring appeal.
The Next Generation: Leadership, Collaboration, and Continuity
While Karl Steppe and Master Chef Nooror continue to be actively involved in Blue Elephant, the leadership transition has robustly integrated their three children—Sandra, Kim, and Kris—into the strategic broader management of the group. Working alongside long-time collaborators, they hold key roles that guide the organization toward future goals. Sandra Steppe serves as a director for Blue Elephant Group and leads Blue Spice Co., Ltd., bringing a blend of strategic vision, operational oversight, and an appreciation for the brand’s heritage. Kim and Kris contribute their own areas of expertise, ensuring that the leadership team remains balanced with complementary skills and perspectives. The collaborative leadership style is supported by a network of experienced executives and managers who bring decades of industry knowledge to the decision-making process.
Acting in concert with the siblings are trusted senior leaders who have carried significant responsibilities within the organization. Khun Ines Chardonnet, Managing Director of Blue Spice Co., Ltd., has played a central role in shaping the production, distribution, and brand positioning of Blue Spice’s portfolio. Her leadership has been instrumental in expanding Blue Spice’s international footprint, managing supply chains, and ensuring the quality and consistency of products across markets. The Junior Vice President, and Khun Thaviseuth Phouthavong, Vice President, bring expertise in operations, marketing, and quality control, contributing to the company’s ability to scale and maintain high standards as it grows. The Financial Controller, Khun Paiboon Sathianparpayut, oversees the financial health and governance of the group, ensuring prudent stewardship of resources as growth accelerates. This leadership structure reflects a collaborative and capable governance model designed to sustain growth while preserving the brand’s core identity.
The siblings’ leadership is framed by a deep respect for the brand’s heritage and a clear commitment to preserving the culinary traditions that define Blue Elephant. They recognize that the future of the group depends on empowering staff through education, mentorship, and opportunities for advancement. This approach aligns with the group’s broader mission to nurture talent, share knowledge, and create pathways for professional development within the Blue Elephant ecosystem. By meaningfully engaging with employees at all levels, the organization cultivates a culture of excellence, accountability, and continuous improvement. The leadership team sees itself as custodians of a legacy that must be sustained while also being adaptable to the evolving demands of the modern dining landscape, ensuring that Blue Elephant remains relevant, innovative, and beloved by guests around the world.
The next generation’s leadership emphasizes a philosophy of collaboration and inclusivity, recognizing that enduring success comes from the combined strengths of the family, long-standing partners, and a diverse team of professionals. This approach fosters a sense of shared purpose and collective accountability, aligning the organization’s strategies with the needs and aspirations of its staff and patrons. The leadership believes that by investing in people—through education, opportunities for growth, and mentorship—the brand will continue to thrive in a rapidly changing culinary and hospitality environment. The aim is to preserve the group’s rich heritage while enabling ongoing innovation, ensuring that the Blue Elephant name remains synonymous with culinary excellence, cultural exchange, and hospitality that feels both intimate and globally resonant.
In closing, Karl articulates a clear, forward-looking vision: Blue Elephant will continue to adapt and evolve by embracing new culinary trends while remaining true to its roots. His goal is to inspire and educate the next generation of chefs, ensuring that the art of Thai heritage cooking remains vibrant in today’s and tomorrow’s contexts. He envisions Blue Elephant not merely as a chain of restaurants, but as a Thai culinary reference point—a platform where aspiring chefs can learn, practice, and share their passion for Thai cuisine with a broad, worldwide audience. Nooror echoes this sentiment with gratitude towards patrons and staff and with a steadfast belief in the brand’s enduring mission to promote Thai cuisine on a global stage. The combined leadership of the founders and the next generation, supported by a dedicated team, positions Blue Elephant to continue shaping the future of Thai gastronomy through education, innovation, and hospitality.
Conclusion
Blue Elephant Group’s 45-year voyage—born in Brussels, nurtured by the culinary philosophy of Nooror, and amplified by Karl’s strategic leadership—exemplifies how a regional specialty can evolve into a global culinary institution. The brand’s commitment to authenticity, quality ingredients, and rigorous techniques has defined its success and helped Thai cuisine gain recognition and respect around the world. The expansion into retail through Blue Spice, including a major production facility in Pathum Thani and a worldwide distribution network, demonstrates a smart, diversified strategy that expands the brand’s footprint beyond restaurants and into everyday life. The group’s ongoing investments in cooking schools, ambassadorial work, and sustainable practices reflect a holistic approach to culinary leadership—one that integrates education, culture, and environmental stewardship with business growth.
Looking ahead, Blue Elephant’s leadership remains focused on responsible growth, culinary excellence, and cultural education. The organization’s roadmap includes scaling Blue Spice’s production, exploring OEM opportunities, and opening new overseas restaurants while maintaining the high standards that have defined the brand since its inception. The Thai Brasserie concept illustrates the brand’s adaptability—a casual dining format that broadens accessibility while preserving the integrity of Blue Elephant’s flavor profiles and cooking techniques. At the same time, sustainability initiatives and collaborations with local Thai farmers underscore a commitment to responsible sourcing and community support, aligning with broader industry trends toward ethical, sustainable food production. The 45th anniversary thus stands not only as a celebration of the past but as a commitment to a future in which Thai cuisine continues to inspire, educate, and connect people worldwide through the universal language of flavor.
Blue Elephant’s trajectory remains a compelling example of how culinary heritage, strategic business development, and cultural diplomacy can converge to create enduring value. The brand’s enduring appeal rests on a foundation of authentic Thai cooking, meticulous culinary craft, and a hospitality ethos that makes diners feel personally welcome and culturally engaged. The family-led leadership, supported by a robust network of collaborators and a dedicated staff, provides stability while enabling growth and adaptation. Each new restaurant, every product line, and each cooking class contribute to a living ecosystem that preserves tradition while inviting innovation. In every dish prepared, every ingredient sourced with care, and every class conducted, Blue Elephant reaffirms its mission: to celebrate Thai cuisine as a global culinary treasure and to share its flavors with the world in a way that honors its origins and enriches the lives of people everywhere. The journey—from Brussels to a global stage—continues, guided by an unwavering commitment to excellence, education, and the joy of sharing Thailand’s rich culinary heritage with the world.
