AT YOUR SERVICE: The waiters of Loft Bar Hero in Chiang Mai cater to female customers. Many of them aspire to be or already work as models. PHOTOS: Chumporn Sangvilert
They come from across the North, and they are drawn in by one thing. Loft Bar Hero Chiang Mai has been attracting women in droves since its launched with 30 Adonis-like male models serving food and drink with nothing on but a pair of skin-tight jeans and only an apron covering their upper bodies.
Walking by it, the venue looks like nothing more than the kind of colourful restaurant and bar Chiang Mai has never lacked. But the staff created a social media phenomenon when it opened — all the waiters are good-looking men in their twenties, at least 180cm tall, have fit bodies with chiselled abs and strong arms.
They have model looks because that is what they are — or at least they hope to be, between studying and working in the bar to earn money.
For the women who make up the vast majority of the customers, there has never been anything like it so far north. Beefcake bars might be a relatively common sight in Bangkok, but the women gravitating to Loft Bar Hero are pouncing on their first chance to enjoy some cheeky fun.
One customer said her lifestyle was to hang out with friends, and getting to check out “eye candy” was a bonus. There was also social media glory to be had from being the first to check-in.
“There are women from Lamphun, Lampang, Chiang Rai, Phrae, Nan and different districts in Chiang Mai who have come all the way here just to come to our bar,” said Kampanart “Film” Buamanee, the 35-year-old beauty clinic owner who is the brains behind the brawn.
“They arrive at 3.30pm just to get a table when we open at 5pm. By 6pm, our bar is packed and those who come later will have to wait hours to get a table.”
Film’s target is women aged 25 years and above, the right age for having an income and a desire to socialise. He figured the best way to attract women was to hire handsome male models as waiters, and since he owns 10 beauty clinics he had access to some.
Those willing to take a job were topless save an apron on the first three days. Since then, they have been wearing tank tops and still the women have been queuing up.
The Loft Bar Hero may sound like the kind of business that falls into the grey zone, but Film made it clear it is not a host bar. It is a normal restaurant that serves food and drink, but one with good-looking male models waiting on tables. The bar is in public view with an outdoor area and a brightly lit, open indoor space. Film said he has nothing to hide.
Pai Wichwasin, a 20-year-old student and professional model from Chiang Mai, became one of the most famous waiters on social media after those topless opening days. He works at the bar three days a week since he has to go to school and also rotates shifts with the other models.
“I love working here. I get to earn extra money from modelling,” Pai said. “There are always women asking for my phone number but Mr Film strictly said it is against the policy. There are people who try to grab me and get closer but we are told not to get too close to our customers. All in all, I have a good time working here.”
Another star waiter is Pisanu Har, 23, a Thai-Dutch student and music video performer who has worked as a runway model. He became famous because of his muscly arms and his hospitality. He connected with many customers through Facebook, where they ask him to reserve tables for them.
“I love meeting new people and working here gives me the opportunity to do it,” Pisanu said. “The women who come here are nice. I haven’t been harassed once since we all know how to prevent ourselves from getting into that kind of situation.”
Though Loft Bar Hero is really famous among women, Film said his bar doesn’t attract many gay men. They make up only 5% of the customers.
Through his contacts in the modelling world, Film knows many beautiful women who are keen to further their careers. But he refuses to open another bar with female models as waitresses in order to target male customers.
“I won’t do that since male customers are more difficult to control, especially when they get drunk,” Film explained. “I don’t want any of my models to be harassed by customers. I want them to be happy and feel safe working here. More importantly, I want this place to be a place for women to come and hang out just like men, who have their own places to go, except we are doing it in a clean way.”
Film began his beauty business 10 years ago in Chiang Mai, before expanding to 10 clinics across the country. During that time, he held events and invited celebrities to help boost the company’s image.
“We became well-known and more successful when using good-looking people to promote my clinic,” Film said.
It seemed only natural to transfer that strategy to his new venture. Without ever owning a bar or restaurant before, he has made it a hit.
“When the venue became available, I knew that I wanted to take it,” he said. “It is in a location which is convenient to access and has plenty of parking space. There were only seven days between the day I took over the bar and the opening. I had scheduled a famous band from Bangkok to come to Chiang Mai to play at my clinic but I thought it would be the best grand opening day to have celebrities as part of it.”
This source first appeared on Bangkok Post Lifestyle.