See how Kim Steppé’s early passions, family values and entrepreneurial spirit continue to help shape the global success of Blue Elephant.
Blue Elephant is a renowned Thai cuisine restaurant, known for its dedication to authentic Thai flavours and culinary traditions. The story starts in the 1970s when Nooror Somany met Belgian art dealer Karel Steppé while studying in Belgium. After getting married, they opened the first Blue Elephant in Brussels in 1980, followed by other restaurants. Chef Nooror later returned to Thailand to lead the group’s expansion. The Blue Elephant Restaurant and Cooking School opened in Bangkok in 2002, followed by the Phuket branch in 2010. In 2006 the group also launched Blue Spice, its manufacturing arm, which now exports to over 45 countries.
When asked about their success, the answer lies in the love of a family working together. Today their son Kim Steppé’s leadership continues to shape the future of the Blue Elephant Group. We explore the continued success of the business through Kim Steppé’s vision as CEO.
Family, Hard Work, and Growth
“One of my inspirations is my grandmother, better known to those close to her as Bonne Maman, which means Great Mother.”
Kim’s source of inspiration is deeply rooted in his family consisting of his parents, an older sister, Sandra and a younger brother, Kris. From a young age, he started working and helping out his parents. His first real job was at various companies which placed him in roles based on his skills – mainly in languages and sales. One of his most memorable early experiences was working for Nespresso at Avenue Louise in Brussels.
On weekends he would support his family by working night shifts at his mother’s Indian restaurant, La Porte des Indes, which happened to be on the same avenue as Nespresso. He later became a bartender at Strike One, the first hip-hop club in Brussels, and quickly rose to the role of bar manager. He was now ready to join the family business. Kim’s experience with his family and other companies shaped his strong work ethic and entrepreneurial spirit, especially in the F&B industry.
“One of my proudest achievements is serving as Marketing Manager at the Blue Elephant Trade Office in my early 20s.”
During that time, he helped create the innovative COOK FOR TWO cooking sets – a pack containing every essential ingredient to make Thai dishes in one box, making cooking easy for anyone. As Sales Manager at the ready‑meals facility in Belgium, he secured three major contracts: Jet Airways, Thalys‑Eurostar and the Zoo of Antwerp. The most rewarding was the catering deal with Jet Airways, which established a hub with up to 12 daily flights from India to the USA. These milestones marked a significant step in his journey of commercial success.
Teamwork Is the Main Ingredient
“I value my team and my family. Yes, we may argue and have different opinions at times, but at the core, we share the same values.”
As mentioned earlier, the Blue Elephant story was born from a love and passion shared within the family. It might sound simple, but that foundation has grown into something much bigger – a strong sense of teamwork built on shared values, mutual respect, and a dedication to the company’s success.
“We all understand that our mindset must always prioritise the best interests of the company – because ultimately, the company provides for all of us.”
It is no surprise that Kim values teamwork. He explains the hard time during COVID-19, the focus was on consolidating operations and identifying which markets were likely to recover first. Throughout the crisis, they managed to retain all team members. Salaries were reviewed and adjusted with fairness in mind. As CEO, Kim took an 80% pay cut to help protect the team – those with smaller salaries saw smaller cuts. It was a difficult period, but the priority remained on supporting the people behind the business.
Vision for Sustainability and Progress in Thailand
The company’s current goal is to expand its trademark and promote sustainability across its various branches. Kim is also working on promoting the country through various activities. He would love to see stronger collaboration between Europe and Thailand, particularly in the medical sector and agriculture, to move towards a more circular economy by promoting sustainable projects with organic products. He also hopes to see changes in Thailand, including improvements in access to clean, drinkable water, advancements in education, and a stronger focus on sustainable agriculture and energy.
“Every day is a lesson. Don’t rush or try to do everything at once – take the time to do it right. It’s the small steps taken consistently that matter, as long as you keep moving forward.”
