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Bangkok sake challenge to be held in Bangkok on March 21, 2026
Applications open on January 18
Our Philosophy
Where Passion Meets Palate
The Bangkok Sake Challenge is more than a competition—it is where craftsmanship, tradition, and innovation come together. Here, passion from brewers and curiosity from drinkers meet on the palate, creating unforgettable cultural connections through sake.
“Speak Sake, Share Culture”
Sake becomes a language. By “speaking sake,” people share stories and traditions, building cultural connections across borders.
The Bangkok Sake Challenge is hosted by Sake Seeker (Taste Hunters Inc.) in collaboration with the SSA Thailand team.
Based in Bangkok, Sake Seeker strategically focuses on distributing premium sake and introducing it to Thailand’s fast-evolving market. The team builds close relationships with sake breweries, driven by a deep curiosity for Japanese craftsmanship and culture, while leading sales through education that communicates the true value of premium sake to local consumers.
Sake Seeker is a distributor of carefully selected premium sake and is dedicated to promoting sake education and appreciation through professional certification courses, tasting events, and cross-cultural collaborations. With extensive experience in sake distribution and education, the team connects breweries, sommeliers, and enthusiasts, working to expand the presence of sake throughout Southeast Asia.
Event Venue
Sou(l) Songwat
The Story of Sou(l) Songwat
The Sou family has called this heritage building home for nearly a century now. The bond between the family and this neighborhood began in late 1800s, when the first generation sailed from Shantou to Siam, settling first in Sampheng. There, they began trading and founded Sou Lee Seng. Later, after Songwat Road was built during the reign of King Rama V, the 2nd generation moved into this building, which was then a “money house”. The building was transformed into a family home, a warehouse, and the headquarters of Guan Thai Heng to mark a fresh start for the family in Songwat. The word “Guan” with its meaning of an origin or a starting point resonates with the family’s social commitment of supporting fellow Chinese immigrants seeking brighter future overseas by being their starting point in Siam.
The 3rd generation carried this duo social and trading spirit forward. Lao-Kong devoted himself to social works, supported Chinese immigrants, co-founded Tio Chew Association of Thailand, and led multiple U.N. and red-cross efforts to send aids to China during its famine time. Lao-Ma, in her support to LaoKong, was the backbone of the business, importing goods from China to trade across Thailand, fromchinaware, tools, paper, woven carrying baskets, and even fireworks. From the beginning, their story has been one of commerce intertwined with community care.
A turning point came during the era of Marshal Sarit Thanarat, when trade between Thailand and Chinawas cut off. The family’s eldest son, Lao-Pae, representing the fourth generation, redirected the businessinto the coffee trade. At first, they imported beans from Indonesia, but when King Rama IX beganencouraging Thai farmers to grow coffee, the family shifted to working directly with growers in southernThailand. Staying true to their values, they guaranteed fair prices, bought every bean from Thai farmers,and built close relationships with the agricultural community. The building also became home to the ThaiCoffee Association, which the family co-founded, and where they remain active today. To this day, GuanThai Heng remains the beating heart of the family’s coffee legacy
Yet the Sou family’s vision reaches beyond business. Just as their ancestors supported community life acentury ago, today they are committed to revitalizing Songwat, transforming the heritage district into avibrant retail hub, both a starting point for visitors and a launchpad for new businesses. Their goal is topreserve the soul of this Chinese heritage house while adapting it for the present, ensuring it continues tolive, breathe, and inspire for the next hundred years.
This is how Sou(l) Songwat was born. The name reflects both the family name 蘇“Sou” and the aspirationto be the “soul” of Songwat: a century-old home reborn as the district’s living room, where history,heritage, and modern comfort come together.
Floor Plan
World's Sake Challenge
