After a viral rise, roadside brews hit the brakes — but Chef James Noble isn’t done yet.

Chiang Mai’s traffic isn’t known for being inspirational—unless, that is, you caught sight of a masked barista weaving between idling cars last week, handing out fresh coffee with military precision and entrepreneurial flair.

Rocket Coffee, the brainchild of celebrated chef and creative provocateur James Noble (@chefjamesnoble), had taken off like a shot of espresso—slinging cups of hot joe at intersections like Ruam Chok and Superhighway with the kind of efficiency that could make Grab jealous.

But then came the red light—literally.

🚔 Police shut it down.

In a move that sparked as much local disappointment as it did debate, authorities cited safety and permit issues in halting Rocket Coffee’s impromptu roadside service. No more lattes through the driver’s side. No more curbside cortados. No more “launchpad” for Chiang Mai’s most caffeinated commuters.

“It was wildly popular, and that’s exactly the problem,” said one local. “I missed my light watching a pour-over.”

☕ From Sidewalk to Spotlight

The project quickly went viral on social media, with Time Out Chiang Mai calling it “a clever and wildly popular venture.” The post, shared across Instagram, shows a Rocket Coffee crew member—fully geared up in red, face mask on, coffee in hand—delivering a steaming cup through a car window under the glow of a traffic light.

The caption?
“Rocket Coffee gets stuck on the launchpad.”

But for Chef James, this isn’t a crash. It’s a course correction.

“The ikigai remains,” Noble shared in an off-the-cuff voice note. “We’re rethinking the delivery, the design, the whole idea of how we serve people on the move.”

Which begs the question: Is Chiang Mai ready for the next generation of drive-by baristas?

💡 What’s Next for Rocket Coffee?

Expect a pivot, not a retreat. Noble, who also helms the serene and stunning Ikigai Restaurant in Chiang Mai, is exploring new ways to keep the Rocket experience alive—possibly through mobile pods, licensed franchises, or even pre-order intersection pickups.

And honestly? We’d love to see a Rocket Coffee tuk-tuk in every Thai city.

Until then, fans can only hope Rocket Coffee’s next mission gets clearance for takeoff.

📍Follow @rocketcoffee.cm and @chefjamesnoble for updates.
📸 Original post by @timeoutchiangmai
🎙️ Reporting by CNXMAG’s Street Culture desk