0xcc5339fe…3226sent to0xf790a5f5…1365·#24,825,552·view on Etherscan
# Brewing Proliferation, One☕at a Time ⌐◨-◨
## TLDR
Premium Thai coffee. The iconic ⌐◨-◨ on the label. In the hands
of Web3 builders, NFT holders, and normies alike —
**20,000 cups over four years**, everywhere Nouns shows up.
Coffee Culture Asia requests **$73,310 USD** — pre-purchasing
four years of dedicated drip bag production capacity in Thailand,
purpose-built to create permanent Nouns and Web3 coffee lines
that proliferate the ⌐◨-◨ globally.
The commitment: **20,000 cups of premium Thai coffee** flowing
through the Nouns community over four years — **5,000 drip bags
per year**, guaranteed. Nouns DAO receives **10% royalties from
net Web3 coffee sales**, converted entirely into product to keep
the proliferation flywheel spinning. Nouns also gets back-label
presence across our Web2 retail coffee bags & the **"Curated By"** lines — coffee reaching
normie audiences who've never heard of a DAO, one bag at a time.
Great coffee. Real proliferation. Everywhere Nouns shows up —
constantly and consistently.
**Nouns holders can claim drip bags from the Year 1 allocation
from day one — shipping only. Start proliferating immediately.** ⌐◨-◨
---
## What Is a Coffee Drip Bag?
A drip bag is the simplest, most portable way to brew a genuine
cup of freshly ground coffee — no machine, no equipment, no mess.
Each bag contains a precisely measured dose of freshly roasted,
freshly ground coffee sealed in a food-safe filter pouch. To brew:
tear it open, hook it over any cup, pour hot water slowly over the
grounds — in minutes you have a full, rich, café-quality coffee.
One of the most accessible, giftable, and **brandable** premium
coffee formats in the world. Each bag is a small canvas — easy
to customise for any occasion, collab, or drop. A NounsCon
exclusive. A limited Halloween edition. A co-branded drop.
A Devcon side-event giveaway. The format flexes with the moment,
and the ⌐◨-◨ travels with it.
## One bag. One cup. Anywhere in the world.
The same format that launched [Emma Chamberlain's coffee line](https://www.instagram.com/reels/DMGCBD4xR7r/) into a global brand.
Every bag is a branded moment that travels from a farm in northern
Thailand to a conference hall, a builder's desk, a coffee rave,
or a delegate's hotel room. Unlike merchandise, it gets consumed,
experienced, and remembered.
The machine nitrogen-flushes every bag before sealing, giving
each Nouns drip bag a **shelf life of 12–18 months** — production
planned well ahead of events, inventory pre-positioned globally,
zero pressure to rush. Quality preserved from roast to cup,
wherever in the world that cup is brewed.
---
## Standing on the Shoulders of Prop 84
In May 2022, the Nouns DAO passed **Proposal 84 — Nouns Coffee**,
funding the first ever Nounish consumable brand. The vision was
right: coffee is universal, daily, and emotionally resonant. Put
Nouns on it and you put Nouns in people's hands, their kitchens,
their conference breaks, their morning routines. The DAO believed
in it. The community voted yes.
What Prop 84 lacked was a production partner already rooted in the
artisan coffee world — with direct farm relationships,
hospitality-grade quality standards, and the manufacturing
infrastructure to make it permanent and globally shippable at
scale. The proposal was built around sourcing a white-label
roaster. The machine, the farm relationships, the FDA registration
— none of that existed.
**Coffee Culture Asia is what Prop 84 was looking for.**
This proposal picks up where Prop 84 left off and finally gives
Nouns Coffee the farmer-backed, production-owned, globally
shippable foundation it was always meant to have.
---
## The Infrastructure Previous Nouns Coffee Props Were Missing
Several Nouns proposals have explored coffee as a vehicle for
proliferation and IRL community building — and the community has
responded warmly every time. The concept is validated. What
previous proposals lacked was the supply chain to deliver on it:
a machine, a production partner, and a globally shippable product
to put in people's hands.
**That is exactly what this proposal builds.**
Coffee Culture's machine is the production capacity that makes
every future Nouns coffee activation — pop-ups, stunts, side
events, conference drops — possible anywhere in the world, without
the DAO needing to pre-purchase capacity again. Any Noun approved
IRL event can request Nouns-branded drip bags from our standing
quarterly supply. The infrastructure exists once. It serves the
entire community indefinitely.
---
## Who We Are
**Coffee Culture Asia** ([coffeeculture.asia](https://coffeeculture.asia))
is a premium Thai coffee brand founded in 2020 during the pandemic
by Susan and Daniel, based in Thailand. Over five years we have
been perfecting our sourcing, building DTC sales channels, and
laying the infrastructure to scale. We are not asking the DAO to
validate an idea. The idea is already working — it just needs the
machine to grow.
Our coffee speaks for itself: **[131 Google reviews with a 4.9
rating](https://www.google.com/search?q=coffee+culture+Thailand)** — proof that the product is already loved by real customers around
the world. This is not an experiment. The coffee is exceptional.
The machine is what unlocks scale.
Susan — Thai and Finnish, born and raised in Thailand with deep
roots in the country's artisan coffee farming community that only
deepened during the pandemic — is the creative soul of the brand,
leading product, sourcing, and operations. Daniel handles business
development, strategy, web3, and international partnerships.
Together they previously co-founded and scaled a leading marketing
agency in the South of Thailand, serving luxury hospitality brands
across Southeast Asia.
[](https://www.youtube.com/watch?v=snYLOKjimh8)
We source **directly from small-scale Thai farmers and independent
roasters** in Thailand's northern highlands — Doi Chang, Chiang
Rai, and Chiang Mai — paying farm-gate premiums and building
multi-season relationships with the growers behind every bag.
Our B2B clients include **Amanpuri, Ritz-Carlton Bangkok,
TikTok Thailand, among others** — and we serve thousands of DTC customers
across Thailand, Qatar, the UK, Australia, the US, Switzerland,
Singapore, and beyond.
Daniel submitted **[Nouns DAO Proposal 705](https://nouns.wtf/vote/705)** for elephant rescue work in Thailand
— three rescues completed, all featured on **[The Dodo](https://youtu.be/LG7OGAAhYCw?si=Abpu0EkudrMM2C9K)**, the world's largest animal brand, garnering millions of views. It's a separate initiative, mentioned only because it speaks to
character: when Daniel and Susan commit to something, it gets done.
**On the capex question:** The DAO is not funding equipment — it
is pre-purchasing four years of production capacity. The machine
stays with Coffee Culture. We own it, operate it, and bear all
ongoing costs. If Coffee Culture underperforms, Nouns still has
permanent branding on every bag shipped globally. This is not a
bet on a business plan — it's a lease on a production line,
paid in coffee.
Critically, **we are directly incentivised to grow this vertical.**
Every new NFT community edition we onboard — every new Curated By
KOL partner we bring in — expands the royalty pool that funds more
Nouns coffee at more events, while simultaneously placing the
⌐◨-◨ in front of Web2 audiences who have never encountered Nouns
before. Our commercial success and Nouns proliferation are not
just aligned — they are the same goal.
---
## Proof of Concept — It Already Works
| | |
| ---------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------- |
|  |  |
[Unboxing Video](https://x.com/i/status/2036027676948128213) by @Drewfromweb3 "Thank you to
@UnchainedDaniel for the package, incredible taste and awesome packaging and IP use" [X Post](https://x.com/Drewfromweb3/status/2036030300048994483?s=20)
This is not a speculative model. **Coffee Culture already licensed Pudgy NFTs
for the production of the Pengu Coffee** — a live Pudgy
Penguins-branded Thai drip coffee line, produced in partnership
with the Web3 community, Abstract Ellies around [MintMeACoffee.com](https://mintmeacoffee.com/pengu),
distributed globally. The product exists. The demand is real.
But scale has been structurally blocked from two constraints.
**Constraint 1 — FDA registration.** Without it, shipping
significant quantities to a US warehouse for regional fulfilment
isn't possible — meaning every order ships direct from Thailand at
10–14 days per package at an average cost of $74+ USD per box.
Customs holds bulk shipments without FDA clearance, making it
impossible to pre-position inventory close to customers.
**Constraint 2 — Manual production and no nitrogen flush.**
Currently all drip bags are packed by hand with no nitrogen
sealing — giving the product a shelf life of only 3 months. This
makes pre-positioning inventory globally impossible, forces
rush production for every event, and limits the volume and
consistency we can deliver at scale.
This proposal solves both constraints directly. **FDA registration**
unlocks regional 3PL fulfilment in the US and EU, cutting delivery
from 10–14 days to **2–5 days** at a fraction of the current
per-unit cost. **The machine** replaces manual packing with
nitrogen-flushed automated production, extending shelf life from
3 months to **12–18 months** and enabling the global pre-positioning
model the Nouns lines require. That is when the model scales.
Yet even under those constraints, demand is real: across two
Pudgy Penguins licensing rounds on **[OverpassIP](https://www.overpassip.com/deal/68)**,
Coffee Culture received a combined **2,394 asset submissions** from
NFT holders wanting their assets on physical coffee bags. Holders
want their IP on real-world products — and Coffee Culture is the
production partner that makes it happen, across NFT collections. **Nouns is next.**
### Already in the Field — Devcon Bangkok 2024
This isn't the first time a Nounsish coffee has shown up at a Web3
event. In November 2024, Daniel personally distributed Coffee
Culture drip bags at Devcon and multiple side events in Bangkok —
putting Thai coffee directly into the hands of the Web3 community,
one cup at a time. That small activation was made possible with support
from **[GroundsDAO](https://grounds.wtf/grounds/dao/proposals/5)** and **[BaseDAO](https://nouns.build/dao/base/0x10a5676EC8aE3D6b1F36a6F1A1526136BA7938BF/vote/29)**, two community DAOs who co-funded
production of the drip bags. The response was immediate and warm —
here's what that looked like on the ground:
"Most functional yet thoughtful merch to start the week!" @sarkeysm
| | | |
| --------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------- |
|  |  |  |
This is the playbook. Nouns pre-purchases the production capacity.
Coffee Culture produces and ships. The community brews, shares,
and proliferates. It already works — now it scales.
### Pengu Coffee — Shipped to 20+ Countries
Pengu Coffee has already been brewed by Web3 communities around
the world. Here is just a small sample of the global reach — real
people, real cups, real proliferation: [https://x.com/UnchainedDaniel/status/2001977851525074971?s=20](https://x.com/UnchainedDaniel/status/2001977851525074971?s=20)
| | | |
| ----------------------------------------------------------------------- | ----------------------------------------------------------------------- | ----------------------------------------------------------------------- |
|  |  |  |
|  |  |  |
|  |  |  |
This is what Nouns coffee proliferation looks like in the wild.
---
## The Ask
**$73,310 USD** — pre-purchasing four years of production capacity.
Zero project management fees. Zero operational management overhead.
| Line Item | Detail | Amount |
| ----------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------- |
| Drip bag packaging machine | Full landed cost — FOB China $33,700 plus 30% for international freight, insurance, and customs clearance to Thailand. [https://www.youtube.com/watch?v=XoistOhGK7w](https://www.youtube.com/watch?v=XoistOhGK7w) | $43,810 |
| Factory verification + installation | Return flights, accommodation, and on-site inspection in China to verify equipment before shipment, plus supplier technician travel to Thailand for installation, commissioning, calibration, and staff training | $4,000 |
| Production space construction | Build-out of a dedicated production room within Coffee Culture's existing facility — construction, equipment layout, electrical, plumbing, and ventilation | $6,000 |
| Commercial grinder | [https://share.google/h79g22GFxSG5ux9RF](https://share.google/h79g22GFxSG5ux9RF) by Boncafe Thailand — professional-grade burr grinder ensuring consistent grind quality and output volume for drip bag production at scale | $3,000 |
| FDA registration | US registration enabling bulk international shipping and 3PL fulfilment | $5,000 |
| Sales & Marketing | Initial raw material inventory for 5,000 Nouns-branded drip bags and boxes, ecommerce storefront development, branded packaging materials, and operational buffer | $11,500 |
| Total | | $73,310 |
> **A note on machine pricing:** The $43,810 covers the full landed
> cost — FOB China price of $33,700 from [XIAMEN SENGONG PACKING EQUIPMENT](https://drive.google.com/file/d/1C1sVMj3f1uNTMtoueTlF3qerdZTmUvZ2/view?usp=sharing) plus 30% for international freight, import duties, insurance, and
> delivery to our production facility in Thailand. The factory
> verification line also covers the supplier technician's travel to
> Thailand for hands-on installation, commissioning, and staff
> training — ensuring the team is fully operational from day one
> with no risk of receiving non-compliant equipment. The machine
> will be installed in a newly constructed dedicated production room
> within Coffee Culture's existing facilities.
---
## What Nouns Gets
### 4 Branded, Co-Branded & Supported Coffee Lines
**Line 1 — The Nouns Drip Line**
Premium Thai coffee drip bags under the Nouns brand — different
roast profiles and origins, starting with single-estate Thai
Arabicas. The Noggles ⌐◨-◨ lead every label, with future drops,
collabs, and limited activations each getting their own custom
design — keeping the line fresh and collectible over time.
Sold globally via the dedicated Web3 coffee storefront.
Active indefinitely.
Every bag ships with a **branded card and QR code linking to
nouns.wtf** — turning every cup brewed anywhere in the world into
a Nouns discovery moment.
---
**Line 2 — NFT Community Editions**
Co-branded drip bags pairing Nouns with major NFT communities —
beginning with the proven Pudgy Penguins model and expanding to
**Bored Ape Yacht Club, Doodles, Azuki, Moonbirds, Cool Cats**,
and beyond. Nouns branding featured prominently alongside each
partner brand on every bag. Each new community edition is a new
Nouns proliferation touchpoint at zero additional cost to the DAO.
Active indefinitely.
Demand from NFT holders to see their assets on real-world products
is already validated — across two licensing rounds, Coffee Culture
received a combined **2,500+ asset submissions, on Pudgy's, Fugz & Bummes**. The pipeline is
real.
Every bag ships with a **branded card and QR code linking to
nouns.wtf**. Every DTC order ships in a **Nouns-branded box** —
the unboxing experience is nounish from the moment it arrives,
regardless of which NFT community edition is inside.
---
**Line 3 — The "Curated By" Partner Program (Web2 Exposure)**
Top-tier KOLs and influencers launch their own named coffee —
*"Coffee Curated by [Name], Produced by Coffee Culture."* We are
already working with a major Thai KOLs on her own label — [see the collaboration in progress](https://www.instagram.com/p/DWU3eNNACPZ/)
and [her latest update](https://www.instagram.com/p/DVXo9E8AKss/) — with several more partners lined up.
Every Curated By bag carries the Nouns ⌐◨-◨ on the back label —
placing the brand in front of large mainstream audiences with every sale.
No royalty applies to this line given the shared revenue arrangement with KOL partners,
but the back-label presence is permanent and grows with every new
partner added.
---
**Line 4 — "Supported by Nouns" Retail Bags (Web2 Presence)**
When Nouns backs Coffee Culture, that backing shows up on every
bag we ship and every page visitors land on. The Nouns ⌐◨-◨
logo and **"Supported by Nouns"** will be featured on the back
of our new retail coffee bags — 250g, 500g, and 1kg —
across a commitment of **10,000 bags**, in the same spirit as
the Curated By back-label placement.
The Nouns ⌐◨-◨ will also be featured prominently on [coffeeculture.asia](https://coffeeculture.asia) — our website
which receives 3**,700 organic visitors per month** — placing
the brand in front of a warm, coffee-interested audience that
is actively shopping, not just scrolling.
These are the bags sold through our existing DTC channels, B2B
hospitality clients, and international wholesale partners — hotels,
home brewers, office kitchens — audiences who have never interacted with a DAO and
may never hear of the DAO but will hold a bag that carries the
Nouns name. Permanent, organic, real-world presence, embedded
into every unit that leaves our facility. At no additional cost
to the DAO.
---
## The Royalty Structure
Royalties are calculated on **net sales** (gross revenue minus
returns, discounts, and applicable taxes) and apply to Lines 1
and 2 only. Lines 3 and 4 deliver brand reach through back-label
and website placement under separate arrangements.
| Line | Royalty to Nouns | Format | Return |
| ------------------------------------ | ------------------------------ | --------------------------- | --------------------------------------------------------- |
| Line 1 — Nouns Drip | 10% of net sales | Drip bags $2.00–$2.50 / bag | Converted to product |
| Line 2 — NFT Community Editions | 10% of net sales | Drip bags $2.00–$2.50 / bag | Converted to product |
| Line 3 — Curated By (Web2) | Back-label presence only | Drip bags $2.00–$2.50 / bag | Brand exposure |
| Line 4 — Supported by Nouns (Retail) | Back-label + website placement | 250g / 500g / 1kg bags | Brand exposure — 10,000 bags + 9,700 monthly web visitors |
**Duration: 4 years** from each line's launch date. After that,
Nouns branding remains on all lines in perpetuity at no further
obligation.
---
## The Royalty Loop — 20,000 Cups Over 4 Years, Committed
Rather than cash, **100% of royalties convert into product** —
premium Thai drip bags, nitrogen-flushed for a **12–18 month shelf
life**, shipped to wherever Nouns shows up.
| Year | Bags | Cups | Delivery |
| ------ | ------ | ----------- | ------------------------------- |
| Year 1 | 5,000 | 5,000 cups | Events globally + holder claims |
| Year 2 | 5,000 | 5,000 cups | 1,250 bags / quarter |
| Year 3 | 5,000 | 5,000 cups | 1,250 bags / quarter |
| Year 4 | 5,000 | 5,000 cups | 1,250 bags / quarter |
| Total | 20,000 | 20,000 cups | |
Year 1's effective cost to the DAO: \~**$3.67 per cup** including
all infrastructure. By Year 2, royalties self-fund the supply
entirely. Previous Nouns IRL events have delivered coffee at \~$83
per guest in total event costs. This pre-purchased capacity model
delivers cups at a fraction of that — at global scale, with no
overheads.
The extended **12–18 month shelf life** thanks to nitrogen flushing
means production can be batched efficiently, inventory
pre-positioned at regional fulfilment hubs months in advance, and
event supply planned on a reliable annual calendar — no rush
orders, no waste.
Year 1's 5,000 bags are made available to the Nouns community for
immediate proliferation. **Any Nouns holder can claim** three **sets of
drip bags — shipping fees not included and charged separately based
on destination and package weight — on a first-come, first-served
basis.** All sending and logistics are coordinated directly with
Coffee Culture, which already handles fulfilment for 2,000+ clients
across Thailand and globally. The more holders who claim and share,
the wider the ⌐◨-◨ travels. There is no cap on holder
participation — proliferation is the point.
For events, conferences, pop-ups, and community activations beyond
the Year 1 allocation — Coffee Culture is your coffee dealer ⌐◨-◨.
Any Nouner or event organiser can request a top-up batch with **6 weeks notice**,
priced at **30% below retail**. The machine runs. The bags flow.
There is no hard ceiling on how much Nouns coffee we can put into the world.
### Shipping Policy
All shipping fees — are the responsibility
of the receiving party and are not covered by Coffee Culture.
Costs are determined on a case-by-case basis depending on
destination and package weight, and are coordinated directly
with Coffee Culture at the time of each request. Coffee Culture is not
responsible for any import duties, customs fees, or taxes
incurred at the destination country — these remain the
responsibility of the receiving party.
**Alignment calls:** Every 4–6 months — and no less than once
per year every January — both parties sync on the event calendar,
upcoming activations, and shipment schedule to ensure supply
is where it needs to be, when it needs to be there.
---
## 4-Year Royalty Projections
At $2.00–$2.50 per bag and 10% of net sales, every 10,000 bags
sold generates $2,000–$2,500 in coffee value returned to Nouns.
Growth assumption: **45% year-on-year** on Lines 1 and 2,
consistent with Coffee Culture's own organic growth history.
Line 3 generates additional Nouns back-label impressions across
the Web2 creator network — compounding mainstream exposure that
costs the DAO nothing and isn't captured in these numbers.
### Conservative Scenario (Base: $60K Year 1 — Lines 1 & 2)
| Year | Sales | Royalty Value | Cups / Year |
| ------ | -------- | ----------------- | ------------- |
| Year 1 | $60,000 | $6,000 | \~1,500 |
| Year 2 | $87,000 | $8,700 | \~2,175 |
| Year 3 | $126,150 | $12,615 | \~3,154 |
| Year 4 | $182,918 | $18,292 | \~4,573 |
| Total | $456,068 | $45,607 in coffee | \~11,400 cups |
### Optimistic Scenario (Base: $100K Year 1)
| Year | Sales | Royalty Value | Cups / Year |
| ------ | -------- | ----------------- | ------------- |
| Year 1 | $100,000 | $10,000 | \~2,500 |
| Year 2 | $145,000 | $14,500 | \~3,625 |
| Year 3 | $210,250 | $21,025 | \~5,256 |
| Year 4 | $304,863 | $30,486 | \~7,622 |
| Total | $760,113 | $76,011 in coffee | \~19,000 cups |
The 20,000-cup commitment is the **floor**, not a projection.
Royalty performance adds cups on top.
---
## The Web3 Coffee Storefront
A dedicated Web3-native storefront — the permanent home of Nouns
coffee and every community edition that follows. As new NFT
drops launch — Lil Nouns, Bored Ape Yacht Club, Doodles, Azuki,
Moonbirds, Cool Cats, and beyond — each gets its own page under
the same roof. One destination. Every Web3 coffee drop.
The Nouns ⌐◨-◨ anchors the entire network — visible on every
drop, every page, every shipment that goes out the door.
Fulfilment is handled end-to-end by Coffee Culture, which already
manages logistics for thousands of clients across Thailand and
globally. Crypto payments accepted as standard.
The storefront domain will be confirmed in coordination with
the DAO after the prop is approved.
---
## Impact on Thai Farmers and Roasters
Every Nouns bag is sourced **directly from small-scale Thai farmers
and independent roasters** in Thailand's northern highlands.
Farm-gate premiums, multi-season relationships, and a direct route
to global distribution that would otherwise be entirely inaccessible
to smallholder farmers. [Our Origin Story](https://thethaiger.com/news/national/finding-the-best-roasted-coffee-in-thailand-with-coffee-culture)
When Nouns pre-purchases this production capacity, it funds a
supply chain that supports Thai farming families, sustains
independent roasters, and delivers authentic Thai coffee to cups
around the world — under the Nouns name.
---
## Commitments
| Milestone | Timeline |
| ---------------------------------------------------------------------- | ------------------------------------- |
| Machine purchased, order confirmed | Day 30 |
| Factory verification trip to China | Day 45 |
| Machine shipped from China | Day 60 |
| Production space construction complete | Day 60 |
| Web3 storefront live | Day 60 |
| FDA registration submitted | Day 60 |
| Machine delivered, installation & commissioning complete | Day 90 |
| 5,000 bags produced, Year 1 allocation open to holders & events | Day 90 post-machine delivery |
| "Supported by Nouns" bags in production across retail line | Day 90 post-machine delivery |
| FDA registration completed — 3PL & Amazon fulfilment activated | 6–9 months post-submission |
| Nouns Drip Line live on storefront | 6–9 months post-machine delivery |
| First standing quarterly shipment — Year 2 begins (1,250 bags/quarter) | Start of Year 2 |
| First NFT community edition drop | 6 months post-machine delivery |
| Quarterly sales report (Lines 1 & 2) | End of Q1 post-launch, then quarterly |
| Alignment call with Nouns coordinator | Every 4–6 months, Years 1–4 |
---
> Nouns pre-purchases the capacity. Coffee Culture runs it.
> 20,000 cups of premium Thai coffee — nitrogen-flushed,
> shelf-stable for up to 18 months — flow to Nouns events around
> the world over four years, at \~**$3.67 per cup in Year 1**,
> self-funded by royalties thereafter, and the ⌐◨-◨ stays on
> every bag.
---
*Submitted by Daniel & Susan — Coffee Culture Asia |
coffeeculture.asia | Thailand*brewing-proliferation,-one☕at-a-time-⌐◨-◨