Bangkok, Thailand, May 28, 2026 / TRAVELINDEX / The Blue Elephant Group is proud to announce its participation in THAIFEX–Anuga Asia 2026 under the theme “From Thai culinary heritage to global gourmet products”.

This year, the group is placing a strong focus on making authentic Thai cuisine more accessible than ever – guided by the mastery, innovation and lifelong dedication of master chef Nooror Somany Steppe, founder and head chef of the Blue Elephant Group.

With over 45 years of culinary excellence, master chef Nooror has made a name for herself internationally by preserving the integrity of traditional Thai cuisine while adapting it to modern lifestyles. Her expertise lies not only in mastering traditional recipes but also in transforming them into easily accessible variations through carefully developed curry pastes, sauces, and spice blends. This allows anyone, anywhere, to easily prepare authentic Thai dishes.

At THAIFEX–Anuga Asia 2026, Blue Elephant will present an expanded range of innovative spice blends and cooking solutions that bring a touch of Thailand to any dish. These new products complement the renowned portfolio of premium curries and sauces, all produced under the strict supervision of master chef Nooror to ensure balance, depth of flavor, and consistent quality.

The new product range includes curry powders in five flavors, including the popular Thai classics green, red, and yellow curry. Each powder comes in a convenient shaker, ideal for sprinkling, seasoning, and stir-frying. The range is complemented by a Tom Yum spice mix in the same format, bringing one of Thailand's most iconic flavors directly to your kitchen – no guesswork required.

In addition to its spice range, Blue Elephant is expanding its snack selection with the introduction of a crispy coconut roll, which is light and delicate thanks to its natural sweetness. At the same time, the brand is modernizing its packaging: the popular Thai nuts are being moved from traditional tins to larger 200-gram bags, offering customers better value and greater convenience. Both developments underscore the brand's commitment to meeting the growing demand in Southeast Asia and the USA, where interest in high-quality Thai products is steadily increasing.

As a dedicated educator, master chef Nooror continues to inspire the next generation of professional and home cooks. Through Blue Elephant's cooking schools and product lines, she actively promotes the use of Thai herbs and local ingredients from various provinces of Thailand, encouraging young people to rediscover their culinary roots. Central to her philosophy is the belief that "Thai food is medicine"—a principle that underscores the natural benefits of traditional ingredients and their importance in everyday life.

“There is no good Thai cuisine without good Thai ingredients,” said master chef Nooror. “As a chef, I see sustainability in taste. When ingredients are regional, traceable, and produced with respect for people and animals, we protect authentic Thai flavors and our future. Responsible sourcing is not a trend, but the foundation of every dish we serve.”

Furthermore, the three children of master chef Nooror play an important role in the further development of the Blue Elephant Group. Kim Steppe is the managing director, chef Sandra Steppe heads marketing and public relations, and chef Kris Steppe is dedicated to fostering and inspiring the next generation of chefs – together they carry on the family's culinary traditions.

Blue Elephant allows consumers to experience traditional Thai cuisine exactly as they wish – whether in the restaurants at Sathorn or Sukhumvit 13 in Bangkok or Phuket, or at home with the brand's premium products. This combination of dining out and home cooking is at the heart of what Blue Elephant has always stood for: making exceptional Thai cuisine accessible and sustainable.

“Innovation at Blue Elephant is always based on authenticity. Our goal is to translate the profound culinary knowledge of master chef Nooror into products that make Thai cooking intuitive and enjoyable, while preserving the soul of each dish,” said Ines Chardonnet, Junior Vice President of the Blue Elephant International Group.

Kevin Somany, head of Blue Spice, the production arm of the Blue Elephant Group, added: “With Blue Spice, we are continuously developing new spice blends and formats that meet modern cooking habits. Our latest product range, which we unveiled at THAIFEX this year, aims to make Thai cuisine even more accessible to a global audience without sacrificing authenticity or complexity.”

Visitors to the Blue Elephant stand at THAIFEX–Anuga Asia 2026 can expect an exciting product presentation, tastings, and insights into the craftsmanship behind each creation. The presentation will not only highlight the group's heritage but also its approach to evolving Thai cuisine for future generations.

As a global ambassador of Thai gastronomy, Blue Elephant continues to bridge the gap between tradition and innovation – ensuring that the richness of Thailand's culinary heritage remains relevant, accessible and celebrated worldwide.