Regarding the various online controversies surrounding "Krit Sripoomseth" the owner of the popular PARAMETER gelato shop currently trending, sparking intense social media drama,
Krit issued a letter inviting the media to a press conference to address all questions about the PARAMETER Gelato brand. Recently, Krit responded to the issue, revealing,
"The first point about eating—I explained that I don’t want people to chew, but to scoop small bites. Don’t take photos while eating because the gelato will melt. I speak truthfully because in my kitchen, when scooping big bites and eating, the gelato’s flavor disappears. I want customers to eat just the right amount. Taking photos is normal anyway. This is my sincere intention: with gelato priced at 400–500 baht per cup, I want customers to enjoy it before it melts, so every spoonful is delicious, worth the price, and perfect. This is my intention."
"But can we force customers? That's impossible. What I did was to explain. Nowadays, customers take photos in front of the shop. Ask anyone—no one is stopped from taking pictures. Everyone even teases me, and I enjoy interacting with customers."
"This has nothing to do with recipe theft or anything. The shop setup is like an aquarium; everyone comes and takes photos and videos freely. My real intention is for customers to eat and enjoy every bite. If you take the gelato, leave it to take pictures, then eat, the quality differs. With other foods that’s okay, but my gelato is expensive, so I want customers to enjoy it at its best. That’s all from me."
"As for the person teasing by standing and chewing gelato in front of the shop, that’s playful banter. I posted his video. I've done this since opening—many content creators come and play along, which made the shop popular. Now, whatever I do gets millions of views. I’m surprised."
"Regarding the harsh post saying Thai people’s mindset doesn’t develop and they live in a 'bubble land'—my intention was to explain this: imagine two countries, one determined to make only quality products—wouldn’t that country prosper? The other country’s products are poor quality, which discourages quality producers. That’s my thought. I want people to listen without drama. If people unite with a mindset to improve in every aspect—products and service—isn’t that good?"
"I believe if careful viewers analyze my clips shot by shot, I never insult anyone. I speak facts. If anyone thinks I insulted, please point it out."
"The phrase 'Thai people’s mindset doesn’t develop and live in a bubble' is strong, isn’t it?"
"My feeling is that I have seen good things abroad, like in Japan, where people strive to improve everything, keeping everything clean and cities well-maintained. I want to share that with Thai people. I went to Italy to make gelato and want to bring that knowledge here. That’s my intention."
Many say Krit fights back fiercely?
"I answer honestly. At first, I didn’t think much, but when I saw incorrect information, I responded. Then comments kept coming, so I kept replying. I’m not upset. I’ve lived over 30 years and have handled worse controversies before. I haven’t lost my temper."
Some see it as marketing?
"I have been making clips all along. Now the shop is famous and busy, so what I do gets many views. This affects those who might not understand. Some youngsters bring other shops’ ice cream to tease me; I play along. But I’m busy now and don’t mind. However, many in the provinces who have never visited watch the clips and are shocked. That’s all."
Some think we do it to stir up attention?
"That’s funny. Some clips seem serious but I didn’t think much. We take gelato seriously—scooping, eating, and photos. But that’s the right to do. If you buy pad thai and leave it for an hour or eat it immediately, which tastes better? Mine is expensive—400 to 500 baht—so I want people to eat it quickly, even if they take photos."
Should we adjust the mindset so people don’t get annoyed and think it’s hype?
"Okay, I’ll soften it."
Some say they learned gelato making too and don’t sell it that expensive?
"I checked ingredients and processes. If you can make it like me, price it like me, then do it—sell like me. Understand there are many details. I’m confident it’s difficult. Besides ingredients, there are equipment and methods requiring 24-hour, 30-day processes. It’s very hard. If you can do it like me, go ahead. This is the truth. How else can I say it?"
"Regarding price, it’s reasonable. I can’t sell lower. The 519-baht item sold out. It’s rare and auctioned. How much should I sell it for? The farm only gave me 10 kg, not much coffee. Customers appreciate the value."
People ask if costs are really that high?
"Yes, costs are high. You can check. Some sell similarly priced items but in cups or wooden spoons. They weren’t attacked like me because they weren’t famous and eventually stopped selling."
"Pistachio Bonte was sold by others before; it’s not new. But it didn’t sell well because no one bought it. If it did, they’d keep selling. In Italy, prices are lower because it’s modern gelato. Mine is classic, which is harder to make with more processes, so costs are higher."
Is the drama spreading rapidly?
"I understand it’s been on sale a short time, but if it’s not good, don’t come. Why come? Cups cost 200–300 baht for a reason. I confirm price isn’t because it’s in Paragon mall. I’d price it the same anywhere. People say I add extra costs but that’s not true."
Have customers dropped since the drama?
"Not at all. Before this interview, people told me to answer softly because it’s heated. Calls come all day, but I must answer truthfully. If it’s not delicious, no one would buy. Prices are 299, 419, 519, 559 baht. Soon, a new 700-baht version will launch—not randomly, but special products. I prepared these before the controversy. There will be 700, 800, 900 baht sizes, same 90–100 grams. No drama."
People ask why weights vary?
"We can’t weigh exactly. No ice cream is exact unless in supermarkets. Normally, it’s impossible. I target 90–100 grams with some margin. I don’t cheat; I weigh openly. If it’s over 100 grams, I ask to remove some because too much is not tasty. Usually, stores don’t show weight. I’m honest and show it, so I get trouble. This is our standard; we serve this amount."
Are you upset when celebrities make content about you?
"They do it daily now. I don’t understand why Thai people focus so much on gelato. I’ve been doing my thing a long time. Why fuss over me teaching gelato making? People should spend time on other things. I won’t respond."
"I didn’t insult anyone. The term may be strong, but if you watch my clips, my intention is good."
Has the drama reduced customers?
"Honestly, my customers are two types: 1. Repeat customers, mostly young people who bring parents; 2. Foreigners, plus content creators who come and go. I’m confident my product is good and different from what you’ve tried. Those who try say 'wow.' That’s the best marketing. If customers don’t even take photos, I’d be happy to eat it fully and call my mother to say it’s delicious. An Israeli once came and FaceTimed his wife, saying it’s the best gelato in the world. That made me very happy. I feel better than content creators making videos, which I’m indifferent about. They can do it or not, no problem."
Do you want to apologize about the 'living in a bubble' and mindset comments?
"If anyone felt distressed or misunderstood my clips, I apologize. My intention was never to insult. You can watch again; I truly didn’t mean to offend."
"I sincerely apologize for causing misunderstanding and discomfort with what I said in the clips. My intention was never bad."
What is your goal for the shop?
"If it’s not delicious, it will fail. Honestly, if it’s not good, it will close. Many food shops have closed—70-80%. I knew this before entering the business and intend to make it delicious. Am I wrong to want to make it the best in the world?"
Regarding Sai Samut’s claim that you were invited to do content but not paid?
"I prefer not to answer that."
People say you’ll fail because of your words?
"I’m not angry at all. When I opened at 299 baht, I was insulted worse. I understand and may be a bit cheeky."
About cups and spoons—can customers bring their own?
"If you don’t want to take them home, you can exchange a coupon for 10 baht. If you want to keep and bring them back, I don’t mind if they’re cold. I freeze at -40°C. If you bring very cold cups, I’ll serve, but that’s unlikely."
Will prices reach the thousands?
"Yes, for special limited batches, I will keep making them."
Do you dare claim your gelato is number one?
"In the world, yes. I’m confident. My pistachio, hazelnut, chocolate, espresso gelatos are the best I’ve tasted. I’ve eaten Michelin three-star desserts and think mine tastes better. I’ve tried gelato from Italy—the best in Italy—and also France, Spain, Germany, Japan. I’ve tried them all."
"My clips are playful—I tease and joke with young people, which caused the fuss. Honestly, my gelato is the best in the world. I speak truth."
How many hundreds of millions in sales do you have?
"I have no set target. Honestly, I won’t say because people might think I’m bragging (laughs)."
You confirm you’re not discriminatory?
"Not at all. Everyone should watch carefully. I mean well. If you have children, observe them. Is it wrong for children to do good things? I mean well and have no bad intentions."
Anything you want to leave with viewers?
"I didn’t expect such chaos. I’ve done this daily for years and didn’t use social media for 5 years. Returning to Thailand, I didn’t expect it to escalate. I made clips with young people. For those concerned about insults, I never intended that and apologize if anyone felt bad. Second, I want everyone to try it. This isn’t promotion but to let people know there’s something special."
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