Official Press Bio

Pete Kasidit Prasitrattanaporn is Founder & CEO of VE/LA. Based in Bangkok, Thailand, he founded VE/LA at 16 years of age in 2021 in a small corner of an art store in Sukhumvit 42. What began as a personal passion project, the independent specialty coffee & matcha chain has now grown to more than 12 outlets across Bangkok, London and Singapore.

Before VE/LA, Pete was an artist and designer. That foundation never left. Today he remains deeply hands-on in the work that shapes VE/LA's identity: product and recipe development, graphic and industrial design, brand and creative direction. Every cup, every space, every visual detail carries his fingerprints. VE/LA has always been, first and foremost, a personal creative practice that happens to be a business.

In 2026, Pete walks VE/LA into an ambitious second half of its first decade, with the goal of establishing the brand as a celebrated independent specialty coffee and matcha chain across the world, and of spotlighting a contemporary side of Thailand on the global stage.