Last week, a clever and wildly popular venture that saw young Thais selling fresh hot coffee at traffic junctions in Chiang Mai hit a red light after police abruptly shut down the operation.
However, undeterred by the setback, Chef James Noble, the founder and creative force behind viral sensation Rocket Coffee, is channeling his inner ikigai to reimagine the project and ensure ongoing success for his fast-growing network of empowered entrepreneurial baristas.
The Rocket Coffee phenomenon
For the last few months, Rocket Coffee has appeared at red light junctions in Chiang Mai, serving fresh, hot coffee from a rocket-like backpack barista setup to drivers stuck in traffic, straight through their car windows.
As the queues grew, so did the craving for coffee – inspiring Noble and a team of empowered young Thais to join fellow doughnut and Yakult vendors at red lights through a brand new worker-first franchise that generates real income for those otherwise without work.
While Thais took to the streets with their very own equipment, behind the scenes Noble was working hard to maintain quality – importing equipment from Germany and working with local farmers to source and perfect their blend of single origin northern Thai coffee beans.
For under B100,000, anyone could buy and launch their own Rocket Coffee franchise. A price that includes barista training, the branding, portable backpack equipment and the support of a purpose-driven community rooted in the same values that fuel Noble’s wider culinary mission.
‘We created the franchise not to make money, but to support local entrepreneurs and those who are willing to go the extra mile in order to succeed and thrive in this economy,’ explains Noble. ‘Bringing in around B20,000 per week, these young people can get a return on their investment in just two months, pocketing future profits indefinitely.’
With over half a dozen franchises already set up, things were looking promising and word began to spread. For most entrepreneurs, going viral is a dream come true but for Noble and his growing network of empowered young entrepreneurs, it spelled disaster.
Crash landing, new beginnings
They say if you fly too close to the sun, you’re going to get burned. And with a swift strike of the pen, local authorities put a stop to the project claiming traffic regulations that prevent any business or individual interrupting the flow of traffic.
‘At first I was really upset,’ said Noble. ‘It felt unfair as we’re not the only ones, but after a few days I began to think about how we can revive the business in a way that doesn't cause risk to the franchise owners who have invested in our idea.’
So, as the dust settles and new viral stories draw attention elsewhere, Noble and his team are reviving Rocket Coffee into a project that goes far beyond the Ruamchok junction.
‘We’re looking at expanding to new locations, markets, events, places with high foot traffic,’ he explains. ‘The difficulty I have now is to ensure a steady stream of business for franchise owners. Given there’s always queues at red lights, it was the perfect market – but our plans won’t end with this hiccup.’
Fueled by the ikigai philosophy
Noble, like his name, is a noble man. His time in Chiang Mai is rich in community-based ventures that focus around his life passions – food, Vespas and family.
British-born, Michelin-trained and now a culinary mainstay in Chiang Mai, he bases everything he does around a deep-rooted philosophy of ikigai – the Japanese idea of life itself being a reason for being; a reason to get out of bed in the morning.
His namesake restaurant, Ikigai, brings food into this philosophy by serving food that nourishes body, soul and environment, extending far beyond flavour alone. His menus are rooted in local seasonality, provenance and wellness, serving nutrient-rich plates designed to support longevity and vitality.
Adding to the experience, lunches and dinners are stretched out over many hours, with their signature Long Lunch that sees an endless serving of plates as long as the afternoon lasts for just B900 and free corkage. His knife business, Past Knife, which recycles old chef knives and gives them a new home, is also based on the ikigai philosophy.
‘All our projects are about trying to help,’ he adds. ‘Be it helping your body with good food, helping you get access to Michelin-level food at affordable prices or helping set up the next generation who don't seem to have the opportunities we had.’
With this in mind, Noble feels the Rocket Coffee setback wasn’t the end – it was a reminder of ikigai itself. A reminder of purpose, resilience and finding meaning, even in the face of disruption.
Just as his restaurant champions mindful eating and long-term wellness, Rocket Coffee is pivoting to become a more integrated extension of that ethos – bringing quality, intention and joy to everyday moments, whether it’s a farm-to-table dinner or a flat white at a morning market or cheeky red light.
‘This project has heart. It is a team thing,’ he says. ‘Our Rocket Coffee franchise owners are part of our Ikigai team. We help them out, give them clothes, pay for haircuts, give them lunch – and people don't see the community work behind Ikigai, but we’ll never let anyone stop us doing what’s right.’
And here’s the part that matters most: every cup of Rocket Coffee sold goes straight into the hands of the person serving it. This isn’t some shadowy franchise scheme or cash cow for a corporate overlord. These are everyday people choosing to do more than the usual, they’re trained baristas and small-scale entrepreneurs, hustling in the heat with quality gear and real ambition. It’s not the easy route – but it’s bold, creative and driven by purpose. And that’s exactly the kind of hustle that deserves support.
For now, Rocket Coffee is taking pause from red lights. But don’t mistake this for a full stop. A relaunch is imminent. Maybe you’ll spot them at a weekend market, outside your office, or – just maybe – back at a red light someday soon. Either way, Rocket’s not done. Not even close.