Our Story
Hock Hoe Lee has been roasting coffee in Phuket since 1958, preserving the island’s rich coffee tradition through generations. Every cup reflects a legacy of craftsmanship, bold flavor, and local heritage.
Located on Thailand’s mountainous, rainforest-covered island of Phuket, Hock Hoe Lee’s story is closely tied to the island’s own rich history. Since the 16th century, Phuket has welcomed traders from Portugal, France, Holland, and England, becoming an important cultural crossroads in Southeast Asia.
Founded in 1958 by Tan Cheng Long, a Chinese immigrant seeking a new beginning, Hock Hoe Lee is Phuket’s original long-standing coffee roaster. Fleeing civil war in his homeland, Cheng Long arrived in Phuket and established a small roasting shop near the historic Jui Tui Shrine. There, he roasted fresh coffee daily for tin mining workers who fueled the island’s booming economy. Before long, word spread throughout Phuket about his unforgettable “magic beans” — rich, aromatic coffee roasted with extraordinary care and craftsmanship.
By the late 1960s, Cheng Long’s eldest son, “Ko Boon,” carried the family tradition into its second generation. Trained personally by his father and inspired by knowledge gained during his studies in Penang, Boon refined Hock Hoe Lee’s roasting techniques and expanded its offerings to include a wider variety of coffee and tea. As demand rapidly grew, he began distributing products across Thailand, transforming the family business into a nationally recognized name.
When Boon’s eldest daughter, “Ja Ea,” returned from studying in the United States, Hock Hoe Lee entered its third era. Combining tradition with modern vision, Ea established a new production facility and introduced the brand to a new generation of coffee lovers.
In its early years, Hock Hoe Lee sourced much of its coffee from nearby Penang, one of Southeast Asia’s historic trading ports. As coffee cultivation expanded across Thailand and transportation links connected Phuket with neighboring provinces, the family began incorporating Thai-grown beans into its craft. Many of these beans came from southern Thailand, including locally grown Robusta harvested near Phuket itself.
Today, Hock Hoe Lee carefully selects coffee beans from both Northern and Southern Thailand, applying decades of roasting expertise alongside the distinctive flavors and traditions of Phuket. Every roast embodies the spirit of the island — bold, full-bodied, and deeply rooted in local Phuketian coffee culture — while honoring the craftsmanship and legacy preserved through generations.