Molam Icon 'Hia Noi' Launches 'Som Tum Idol' Restaurant

Suchart Inphrom, widely known as 'Hia Noi' from the Isan Nakhon Sin molam band, has officially expanded his business interests into the culinary sector. According to a report by Khaosod Online, he has launched a new restaurant called 'Som Tum Idol,' located in front of the Folk Phra Nakhon shop in the Ratchada area of Bangkok.

This venture serves as a practical training ground for his two sons, Thirawat 'Tan' and Achira 'Non,' who have been tasked with managing the restaurant. Hia Noi stated that he intends for his sons to gain comprehensive experience in business operations, including quality control, customer service, and cost management. He described this hands-on approach as a way to prepare them for future professional challenges.

For residents and visitors, this development marks the arrival of a new dining option that aims to blend traditional Isan cuisine with entertainment elements. Looking ahead, Hia Noi has expressed intentions to expand the brand by opening additional branches and developing a line of retail food products, such as bottled som tum dressing and fermented fish sauce (pla ra). While the initial branch is now operational, details regarding the specific timeline for future expansion and the launch of the retail product line remain to be confirmed.