Thananon ‘Jaa’ Niramit: The caffeinated rise of Thailand’s new first lady

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.

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

Born on January 14, 1986, Thananon grew up in Ranong, a small seaside province in southern Thailand. The youngest of four sisters, she hails from a Chinese-Thai family that runs an auto-parts business, now overseen by her elder siblings.

Bright and ambitious, she came to Bangkok to pursue her studies, winning a place at the prestigious Triam Udom Suksa School before enrolling at Thammasat University’s Faculty of Liberal Arts.

Her time at the university was not limited to the classroom: she also won hearts as drum major at the famed annual Chulalongkorn-Thammasat football match.

While her sisters carried on the family business, Thananon forged her own path. With her mother’s support, she opened Jajaa Coffee in Ranong. Believed to be the province’s first air-conditioned café, it quickly became a local favourite. Beyond coffee and desserts, the menu also included local delicacies, drawing both locals and visitors.

She has since expanded her entrepreneurial footprint to Bangkok, founding Jaristaa by Jajaa, marketed more as a “creative space” than just a café.

Located near the headquarters of Bhumjaithai Party, which her husband leads, the café boasts a modern Sino-Portuguese design and serves coffee and baked goods while also showcasing Thai textiles and handicrafts. Customers who arrive by car can also take advantage of Bhumjaithai's parking area.

Meeting Anutin

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 also made his feelings for her clear from the start, introducing her as his life partner to his sons, his friends, his colleagues, and even reporters on the government beat.

Their relationship was so well-established that she accompanied him to key official events, including the ones held at the Grand Palace, joining other Cabinet spouses in pledging loyalty to the monarch on Coronation Day.

A complex romantic past

Anutin’s relationship with Thananon was not his first romance. He had been married twice before.

His first marriage to Sanongnuch Wattanawarangkun lasted nearly 23 years and produced two children. He later wed Sasithorn Chanthasomboon, whom he had reportedly admired since his teenage years, though this union ended in divorce in early 2019 after about five years.

Thananon, who was previously known as Supanan Niramit, entered his life after he completed his second divorce.



Assets and declarations

As her profile has grown, so has scrutiny of her finances. According to her declaration filed with the National Anti-Corruption Commission this year, Thananon now holds 56.06 million baht in assets, up from 39.4 million baht in 2023.

They comprise 12.5 million in bank deposits, 15.5 million baht in land, a Mercedes car worth 499,000 baht and about 4.13 million baht in rights and concessions. She also owns about 23.46 million baht worth of jewellery and luxury watches.

She also reported about 1.4 million in income from Jajaa Coffee, though her expenses of around 1.2 million baht, insurance premiums of 1.15 million baht and her Royal Bangkok Sports Club membership of about 15,000 baht a year – far outweigh that figure.

The jump in her wealth over the past two years is attributed largely to the acquisition of two land plots.