Snoop Dogg has officially expanded his Amsterdam cannabis empire with a second coffeeshop location called “Tha Dogg House,” blending West Coast hip-hop branding with the city’s long-running cannabis café culture. The new location opened earlier this year in central Amsterdam, taking over the former De Kroon coffeeshop near the city’s red-light district.
The original shop launched in 2024 under the name S.W.E.D. — short for “Smoke Weed Every Day” — a nod to Snoop’s famous Dr. Dre-era catchphrase. But Amsterdam officials reportedly pushed back on the overt cannabis advertising, leading to a full rebrand into Tha Dogg House.
Inside, the shop leans heavily into Snoop’s image and Death Row Records aesthetic, complete with graffiti-covered walls, West Coast-inspired décor, exclusive merchandise, cannabis strains, edibles, and lounge spaces designed for tourists looking for the “Snoop in Amsterdam” experience.
Online reactions from cannabis travelers and Amsterdam locals have been mixed. Some visitors praised the atmosphere and novelty factor, while longtime coffeeshop regulars on Reddit described it as expensive and heavily tourist-oriented compared to smaller neighborhood spots. One commenter called it “the biggest scam ever,” while another admitted the vibe was fun even if the prices were “inflated.”
Still, Snoop’s brand power appears to be working. The coffeeshop has quickly become one of Amsterdam’s most talked-about cannabis destinations, pulling in crowds looking for a mix of hip-hop culture, celebrity branding, and legal Dutch weed culture all under one roof.
Dabbin-Dad Newsroom
