Latest news with #JayFai
Time Out
23-05-2025
- Entertainment
- Time Out
Jay Fai: Fire & Soul goes beyond the flames to uncover the woman behind the goggles
Have you ever asked yourself what you'd be doing at 81? Most people would probably say retiring or spending time with their grandchildren. But not Supinya 'Jay Fai' Junsuta as she's still going strong and shows no signs of stopping (not this year). Known as the Queen of Street Food, Jay Fai is a true icon in Thailand's food scene. She shot to global fame after earning a Michelin Star and ever since, foodies from all over the world have been lining up just to try her crab omelette. However, beyond her charcoal-fired woks and signature ski goggles, her life is much more interesting than we realise. With a past filled with struggles and victories over life's adversities, she has managed through her entrepreneurial vision to build her business and provide for her family. And to understand how she came to be in this position, the culinary documentary, Jay Fai: Fire & Soul is the one to watch. Directed by Arlei Lima, the film first came out in 2021 and spent the next few years making its way through international film festivals. Now, it's finally come home. On May 19, the Thai premiere of the documentary took place at Woof Pack art space – right in time with its worldwide release on the UTOPICFOOD! YouTube channel. Even if you're not her fan, you've probably noticed she rarely opens up about her life and that's exactly what makes this film so special. With questions gently asked by her daughter, she shares her story in her own words, with a level of openness we rarely see. Her path has been anything but easy or conventional. She left school after fourth grade, never received formal culinary training and even worked as a tailor at one point. Yet, she credits much of her entrepreneurial mindset to the Chinese historical novel Three Kingdoms, saying: 'I was only in second grade when I started reading Three Kingdoms. I think politicians are witless. If you're a politician and you've read Three Kingdoms, I guarantee no one can mess with you. I tell everyone that. Later on, I only got halfway through the book. I didn't have time to finish. I had to work. Even now, Three Kingdoms is still with me.' If you're a politician and you've read Three Kingdoms, I guarantee no one can mess with you. Even though she's an icon, there's no denying that many people still perceive her food as unusually expensive. But if you ask her about it, she won't dodge the question. She responds with the same honesty and confidence that's guided her through life. 'Thais often say, 'Aren't you afraid of selling expensive food?' I say, 'I'm not afraid. What is there to be afraid of? I have prices listed. You can choose what to eat. If you think it's too expensive, you can eat something else.' I don't chase anyone away. I want you to eat here. We were born human, so let's give it a try. Why do some restaurants charge more while others are cheaper? They're not the same.' I'm not afraid. What is there to be afraid of? I have prices listed. You can choose what to eat. If you think it's too expensive, you can eat something else. And regarding the rumour last year that she was thinking of retiring – turns out, it did cross her mind, but not just yet. The 81-year-old chef reflects: 'Yes, the thought has come up. But I feel like I need to get through this year first. I've already accepted a lot of bookings, even into the middle of next year. As for stopping, I could whenever I choose. But the team at the restaurant has asked me to keep going a bit longer.' Having landed in Thailand four years after its initial release, you might wonder if this film was made mainly for an international audience. What about local viewers? What can they take away from it? On this, producer Mason Florence shares: 'As we worked towards the target audience, we realised that Jay Fai's fanbase and her guests come from every corner of the world. But the one we didn't want to miss is the Thai audience. We hope more people here get to see the film and, importantly, understand the story in Thai. Along with the language, the cultural concepts come through naturally, making the film borderless. It's really for everyone and even those who haven't had the chance to visit Thailand or eat at Jay Fai's, but can experience it vicariously through the film.' But the one we didn't want to miss is the Thai audience. We hope more people here get to see the film and, importantly, understand the story in Thai. Overall, this documentary knows no borders. Even if you're not local, you'll be moved by the life and soul of Jay Fai. Her journey of passion and perseverance shines through every frame. But don't let us spoil how good this film is, you can catch it for free here.
Korea Herald
18-05-2025
- Business
- Korea Herald
Shin Ramyun's Thai twist: How Nongshim is slurping up Asia
Powered by Tom Yum, Nongshim's flagship ramyeon is winning hearts – and shelves – across Asia In the heart of Asia's culinary revolution, Korean instant ramyeon giant Nongshim — best known for its iconic spicy Shin Ramyun — is redefining how Korean flavors captivate global audiences. Riding on the success of Shin Ramyun Tomyum in Thailand with a bold strategy of local adaptation, Nongshim is setting new standards for Asian food exports, driving global interest in K-food. Thai flavor meets K-ramyeon Nongshim's breakthrough in Thailand began with a bold culinary collaboration. In November 2023, the company launched two versions of Shin Ramyun Tomyum — soup and stir-fry editions — co-developed with Michelin-starred Thai chef Jay Fai. Her restaurant has welcomed high-profile guests including Alibaba founder Jack Ma, Apple CEO Tim Cook, Hollywood actor Russell Crowe and even K-pop stars like Blackpink's Lisa. According to Kim Jun-tae, director of Nongshim's Asia Sales Division, the partnership went far beyond marketing — it was a deliberate and detailed culinary exchange. The result was a distinctive fusion of Shin Ramyun's signature spicy flavor and the tangy, aromatic essence of Thailand's beloved tom yum dish. Nongshim's top researchers visited Chef Jay Fai's restaurant multiple times to study her techniques and understand her authentic flavor profiles, Kim recalled. 'We even invited her to our headquarters in Seoul for multiple tasting sessions, refining the recipe until we reached the perfect balance. It took over six months of back-and-forth development, with countless tastings and tweaks,' he said. The launch became an instant sensation. In just eight months, sales in Thailand surpassed 5 million units, and the product quickly went viral on social media. 'When we introduced the collaboration in Thailand, it caused a huge buzz. We held launch events, invited top celebrities and influencers, and amplified the story online. It became so popular that people even started reselling the Thai version in Korea,' Kim added. Nongshim's strategy is straightforward: localize flavors without compromising the soul of Korean cuisine. 'In Southeast Asia, noodle culture is already highly developed, and competition is intense. Our approach is to anchor the Shin Ramyun brand locally, evolving it into a family of products with tailored flavor profiles,' Kim said. While classic Shin Ramyun is famed for its bold, spicy beef broth, the company has diversified with regional variations — chicken-based versions for halal markets, stir-fried editions for Southeast Asia and adjusted spice levels depending on consumer preferences. More recently, Nongshim has been promoting Shin Ramyun Toomba, a variation that adds ingredients like cheese, mushrooms and garlic to the original Shin Ramyun, creating a smooth, milky texture. 'For instance, countries like Thailand, Indonesia and Malaysia tend to favor spicier options, while Japan, Taiwan and the Philippines often prefer milder tastes,' he explained. 'We don't fundamentally change the core identity, but we offer products like Shin Ramyun Red for those craving extra heat.' Kim analyzes that the rising popularity of K-food is largely fueled by Asia's young, adventurous consumers — many of whom are already immersed in Korean pop culture. 'Our core consumers are students and young adults, especially influenced by K-pop and K-content. Most of our marketing and social media campaigns are aimed directly at them." Premium choice in Southeast Asia The trend is especially visible in Thailand, where Shin Ramyun has transformed from a spicy Korean staple into a premium, trendy product. 'Korean ramyeon is seen as a premium item there — not just because it costs more, sometimes three to ten times local brands — but because of its quality, packaging and distinctive taste. Likewise, youngsters in Southeast Asia are willing to splurge on premium Korean ramyeon. It's become a fashionable choice." Nongshim has capitalized on the growing middle class and their appetite for high-quality experiences. "Some local customers even joke that after tasting Shin Ramyun, they can't go back to their country's local noodles.' The global success of Korean films and dramas — such as the Oscar-winning Parasite, which featured 'Chapaguri,' a dish made by combining two of our products, Chapagetti and Neoguri — has further elevated Nongshim's global appeal, the executive explained. 'We didn't expect Chapaguri to gain such fame after Parasite, but we quickly launched it globally to meet the demand." Scaling up for global demand Nongshim's international sales have surged in recent years, with global markets now representing a major share of revenue. In 2024, the company reported total sales of 3.44 trillion won ($2.6 billion), with exports to over 100 countries accounting for roughly 40 percent of that figure. Nongshim is now actively expanding its presence in Europe, South America, Africa and Oceania. Performance in Asia has been particularly strong: in Japan, sales reached 13.5 billion yen ($92 million) in 2024, with a target of 20 billion yen by 2026. Last year, sales grew by 11.6 percent in Japan and 18.2 percent in Vietnam. To meet such growing global demand, the company currently operates six domestic factories and six overseas: two in the US and four in China. A new production line added to the US facility in October last year, along with a dedicated export-only plant under construction in Busan, set to operate in 2026, is expected to increase annual output to 6 billion units. "Last year, we secured shelf space in major European retailers such as Leclerc and Carrefour, and earlier this year we established a European sales office in Amsterdam," Kim added. Nongshim is also investing heavily in innovation. Its factories now use AI and deep learning to monitor everything from noodle texture to packaging and expiration control. The company also launched a global marketing team last year to lead international campaigns and customize strategies for each target region. Looking ahead, Nongshim remains focused on its global mission: to make Korean ramyeon a beloved staple around the world. 'We're still in the early stages of building a premium, trendy image for Korean ramyeon among young consumers globally. The future looks promising.'
Economic Times
23-04-2025
- Entertainment
- Economic Times
Rs 3,500 for an omelette: YouTuber reviews Michelin-star roadside stall in viral video
An Indian YouTuber, Dasaraj Centhamil Tarun, shared his experience of paying Rs 3,500 for a crab omelette at the Michelin-starred street food stall Raan Jay Fai in Bangkok. In his viral video, Tarun highlights the long wait, the impressive skill of 81-year-old chef Jay Fai, and the unforgettable taste of the dish, which combines soft crab meat with a perfectly cooked omelette. Despite the hefty price, Tarun finds the meal well worth the cost, showcasing the unique appeal of this renowned eatery. Tired of too many ads? Remove Ads Unexpected Crowds and Airline-Like Service Crab Omelette Worth the Hype? Tired of too many ads? Remove Ads Chef Jay Fai: The Face Behind the Flame An Indian YouTuber's experience of paying Rs 3,500 for a single omelette at a Michelin-starred roadside stall in Bangkok has gone viral. Dasaraj Centhamil Tarun, who runs the food-focused channel DCT Eats, visited the legendary Raan Jay Fai to try its renowned crab omelette, and later shared a detailed video of the high-priced yet unforgettable who travels extensively to explore global cuisines, reached the small eatery expecting a quick bite but was surprised by the setup. The queue outside Raan Jay Fai was so long that orders were taken before customers were even seated. Comparing the experience to an airport, he commented in the caption of his Instagram post, 'It felt like checking into a flight.'Despite the informal appearance of the stall, getting a seat did not mean food was served immediately. Tarun reported waiting more than 30 minutes after being seated before his order was finally famous crab omelette, served at the cost of approximately Rs 3,500, initially left Tarun questioning its appearance and price. The dish, resembling a golden-fried roll, was larger than expected. But his doubts were quickly dispelled upon tasting it."A colossal crab-stuffed omelette priced at Rs 3,500! Each bite was an explosion of sweetness and succulence, with the softest crab meat paired with a perfectly cooked omelette. It's indulgence at its finest and an unforgettable dining moment," he said in the video. He concluded by saying, 'Is it pricey? Yes. Is it worth it? Absolutely.'The soul of Raan Jay Fai is its 81-year-old chef, Jay Fai, who runs the entire kitchen herself. Known for cooking every dish solo while wearing ski goggles to protect her eyes from the heat, she has become an iconic figure in the culinary world. Her dedication and precision continue to draw global attention, turning her modest shop into a bucket-list destination for food Jay Fai earned its Michelin star in 2018, becoming the first and only Thai street food stall to receive such a distinction. The recognition brought international fame and an influx of food tourists. In 2021, it further cemented its legacy by receiving the Asia's 50 Best Restaurants Icon video not only showcased the price of the omelette but also captured the essence of what makes the experience special.
Hindustan Times
23-04-2025
- Entertainment
- Hindustan Times
Indian YouTuber tries ₹3,500 Michelin-star omelette at Bangkok street stall: ‘Unforgettable moment'
An Indian food vlogger was stunned after shelling out ₹3,500 for a single omelette at a humble-looking street-side restaurant in Bangkok. Dasaraj Centhamil Tarun, the face behind the YouTube channel DCT Eats, visited the famed Raan Jay Fai, a Michelin-starred restaurant, to try the legendary crab omelette. The restaurant is immensely popular, with people travelling from across the world to queue up outside the humble stall and enjoy its delicious creations. Tarun revealed that the restaurant is so popular that the waiters take your order while you are standing in queue even before you have been seated. All the food is cooked by the legendary chef Jay Fai, the 81-year-old culinary maestro who works as the restaurant's sole chef and wears ski goggles while she cooks. Even after waiting for 30 minutes, the YouTuber was unable to get any food even though he secured a seat at the humble stall. After a long wait, the much-anticipated omelette finally landed on his table. Staring at the golden, deep-fried roll of egg, Tarun couldn't help but ask, 'Why is it so big and so expensive?' A post shared by DCT EATS (@dct_eats) But the moment he took his first bite, the skepticism melted away. "A colossal crab-stuffed omelette priced at ₹3,500! Each bite was an explosion of sweetness and succulence, with the softest crab meat paired with a perfectly cooked omelette. It's indulgence at its finest and an unforgettable dining moment. Is it pricey? Yes. Is it worth it? Absolutely," he said. Simply translating to Jay Fai's shop, Raan Jay Fai is small Bangkok eatery which earned a Michelin star in 2018, becoming the only street restaurant to be awarded the honour in Thailand. After the award, a sea of customers flooded the restaurant and it had to implement a reservation system. In 2021, it won the Asia's 50 Best Restaurants Icon Award. Jay Fai, the ski-goggle-wearing 81-year-old chef of the restaurant who has never written down a recipe, has said that she does not intend to pass on the business but has decided to never retire.
