Snoop Dogg Expands His S.W.E.D. Store Globally With His First Coffee Shop Opening In Amsterdam

Snoop Dogg appears to be globe-trotting.

Snoop Dogg has been working as an NBC Olympics correspondent for the 2024 Paris Olympics and served as a torchbearer during the opening ceremony, NBC News reports.

“I felt like Muhammad Ali,” Snoop told NBC News. “I found out that when you hold the torch, you’re a peace messenger.”

Being at the Olympics could also be a wise business move for Snoop Dogg. Over 34.5 million viewers have already tuned in to watch the Olympics over its first three days across linear networks and digital platforms, an increase of nearly 80% compared to the Summer Tokyo Olympics in 2021, The Hollywood Reporter mentioned.

Snoop Dogg has been sporting shirts featuring tennis player Coco Gauff. He also went viral for hyping up Team USA’s women’s gymnastics team while wearing a Simone Biles T-shirt and his trademark sunglasses, NBC News mentioned.

Amid the excitement, Snoop Dogg announced a new venture. According to a press release, the rapper has expanded his Smoke Weed Every Day (S.W.E.D.) globally. In July 2024, he launched the store, which carries cannabis products, near the Los Angeles International Airport (LAX), one of the world’s busiest airports, as AFROTECH™ previously reported.

Now, he is bringing it to Amsterdam, Netherlands. The storefront will include his first coffee shop, spanning two floors. Additionally, S.W.E.D. will carry “exclusive strains, artisanal edibles, and top-tier cannabis accessories.”

“ Amsterdam has always embraced cannabis, and so have I,” said Snoop Dogg in a news release. “It’s only right that I bring S.W.E.D. global to this iconic city that understands the joy of great cannabis and a good time.”

The Amsterdam location plans to officially open its doors on Aug. 1, 2024 .