From Coffee Shop Owner to First Lady: The Rise of Thananon "Jaa" Niramit - Faith & Freedom News

From Coffee Shop Owner to First Lady: The Rise of Thananon “Jaa” Niramit

When Thananon “Jaa” Niramit chose to follow her heart a few years ago, she could hardly imagine her love story would place her under Thailand’s brightest spotlight. Today, the 39-year-old entrepreneur is the wife of the country’s new prime minister, Anutin Charnvirakul.

The Spotlight Turns

With all eyes fixed on the new leader, public curiosity has naturally turned to the younger woman by his side, who is now poised to become one of Thailand’s most recognisable faces.

From Ranong to Bangkok’s Elite

January 14, 1986: Born in Ranong, a small seaside province in southern Thailand

Family Background: The youngest of four sisters from a Chinese-Thai family running an auto-parts business

Education: Won a place at prestigious Triam Udom Suksa School, later enrolled at Thammasat University’s Faculty of Liberal Arts

University Life: Won hearts as drum major at the famed annual Chulalongkorn-Thammasat football match

Jajaa Coffee in Ranong: Believed to be the province’s first air-conditioned café, it quickly became a local favourite. The menu featured coffee, desserts, and local delicacies, drawing both locals and visitors.

Jaristaa by Jajaa in Bangkok: A “creative space” near Bhumjaithai Party headquarters featuring modern Sino-Portuguese design, serving coffee and baked goods while showcasing Thai textiles and handicrafts.

The Love Story

The couple’s story began in Ranong, when then-public health minister Anutin, now 59, stopped at JaJaa Coffee and was served by Thananon herself. The encounter sparked a connection, with the minister returning to the province frequently.

Those close to her say she was drawn to his warmth, sense of humour and respectful nature.

She admired the way he treated her mother, paying respects in person on National Mother’s Day, and his easy-going, down-to-earth approach to life – including a fondness for street-side eateries – despite his billionaire status.

Anutin made his feelings clear from the start, introducing her as his life partner to his sons, friends, colleagues, and even reporters on the government beat. Their relationship was so well-established that she accompanied him to key official events, including ones held at the Grand Palace, joining other Cabinet spouses in pledging loyalty to the monarch on Coronation Day.

The Future First Lady

With Anutin’s rise to Thailand’s premiership, Jaa transitions from successful businesswoman to the nation’s future First Lady, continuing to be a prominent figure in both the entrepreneurial and public spheres.

From coffee shop owner to First Lady – a journey that exemplifies the modern Thai dream of entrepreneurship and love conquering all boundaries.