After disappearing from the entertainment and social media scene for as long as five years. Krit Sriphumset. He revealed behind-the-scenes aspects of his life on Woody Talk that many had never known, eventually becoming the most talked-about gelato chef at a time when PARAMETER is trending and customers line up long. He disclosed that he does not receive a salary from the shop and originally intended to be involved only at the start. However, the brand became unexpectedly famous, so he has yet to step back. He affirmed he has no regrets about leaving the business during its peak because a bigger project that calls to his heart awaits.
What was the beginning of your ice cream and gelato learning?
Krit Sriphumset: Before learning gelato, I studied pastry. Pastry divides into two categories: bakery and pastry. Bakery includes baked goods or bread, while pastry covers cakes, roughly speaking. I learned ice cream first and liked it. When I studied gelato in Thailand, I enjoyed it but was confused because some places said gelato is Italian ice cream, while others said gelato and ice cream are different. I studied at every renowned institution in Thailand, but each gave different answers.
I then took private lessons from a French chef who teaches other instructors at an international institute. This was during COVID. I stayed and learned with him for two to three days. While learning, he said the origins of gelato are quite confusing because many people have adapted the recipes, but the true origin is Italy. Six years ago, I had little knowledge, so that French chef told me, “You seem crazy. Go to Italy and study there.”
So, I flew to study gelato at the university I showed before and graduated confident in my skills. I was about to buy a modern machine to prepare to return to Thailand six years ago during COVID. At that time, there were heavy protests, and I couldn’t return because Italy was in lockdown and Thailand was about to start lockdown. The situation became chaotic, so I decided not to return and continued traveling while tasting gelato until I found a classic gelato shop.
Do you think people still don’t understand the difference between gelato and ice cream?
Krit Sriphumset: They don’t understand. When I studied modern gelato, which everyone makes, I argued with the instructor there saying, “Are you crazy? Gelato has existed for ten thousand years; that's impossible, ridiculous, you’re exaggerating.” He then took me to a museum to read, which I want to show you. It states gelato has existed since 12,000 BC.
How was it to delve deeply and refine this knowledge over five years?
Krit Sriphumset: I want to clarify that the five years wasn't just learning one thing. I spent one year studying modern gelato. After finishing, I encountered classic gelato and was impressed. I realized I wasn’t as skilled as I thought with modern gelato. It’s like feeling confident about knowing something well, but when you go abroad and see new things, you realize you don’t really know or are not truly skilled. So I abandoned that and started over. The following four years were spent studying classic gelato for two years, roasting nuts for half a year, and making pastes to refine and perfect the recipes for one and a half years. This learning involved traveling to study, returning to experiment in the lab, then testing and tasting repeatedly over five years.
. . . (Note: This part seems combined with the previous one, so I translated together)
What have you learned about Italian social culture? Is it similar to Thai people?
Krit Sriphumset: I think Italians are quite similar to Thai people. They are friendly, welcoming, and generous with knowledge. When asked, they answer and help teach. They are fun and lovely, very much like Thais. Italians are very nice.
You said, “I’m just a chef,” yet you immerse yourself deeply in marketing content aggressively, to the point some view it as rage marketing. How have you responded to this?
Krit Sriphumset: It’s quite funny.
What phenomena have occurred with PARAMETER?
Krit Sriphumset: The real start of these clips was long ago, playing with kids from grades 7 to 12 who liked to tease me in front of the shop. Initially, I made content warning them, “Don’t chew it; scoop small bites, don’t chew.” But the kids deliberately scooped big bites saying, “I will chew your gelato.” They teased and asked me out to take photos and make content while I was making gelato. They’d say, “Look, it’s melting.”
I wondered what these kids were doing because I’d been away from social media for five years, and society changed a lot. Social media moves very fast. I didn’t expect it to turn out like this. So, I played along, making playful clips continuously. Later, the viewers were no longer the original kids or target group but others who misunderstood, thinking I was aggressive or forcing customers. For example, the clip comparing myself to Messi was nonsense. Anyone who knows me would realize I was joking and just stirring content for fun.
Do you think many people don’t know you?
Krit Sriphumset: Yes, many people nowadays don’t know me, especially kids.
Do you receive a salary?
Krit Sriphumset: No, I intended to do the shop for a short time then move on. But it unexpectedly became famous. That’s the truth. It got popular, and that’s it. I planned to do just a little, but it became a trend, so I still can’t step back.
So you won’t continue with PARAMETER?
Krit Sriphumset: I have a bigger, more passionate project. Do I regret leaving a brand that’s trending? No. Once I finish training staff and set systems, I will step back. My main role now is making gelato and casually filming clips because it’s fun, that’s all.
Tell us about your daily routine.
Krit Sriphumset: I wake early to supervise staff making gelato. My shop starts with staff arriving at 6 a.m., though sales begin at 10 a.m. Staff start working at 7 a.m., meaning they must be at Paragon by then. The shop opens at 10, but preparations are extensive because we don’t use central kitchen pre-made products; everything is made fresh on-site. I must ensure quality is perfect initially and train staff to replicate my work before I step back.
The past six months have been intense with work, news, and marketing phenomena. Were you surprised by what happened?
Krit Sriphumset: Not at all, I’m very calm. I understand society and the market well.
Having been in media for 20 years, what have you learned about the social media era?
Krit Sriphumset: I see we’re following other countries where this has been the norm for a long time. As Thai society opens up, people can instantly share opinions. Traditional media’s role decreases, replaced by on-screen media where everyone has their own channels. Opinions spread fast, right or wrong. For me, this is normal. Eventually, anyone can say anything because they have media access, which requires some immunity. But these noises don’t affect me at all.
What is your perspective on the recent case involving you?
Krit Sriphumset: Regarding my recent case, I’ll explain: first, I was playing and teasing with kids, but once I felt it negatively affected others, I stopped and withdrew. I only replied to some comments because I felt the information was incorrect and wanted to correct it, such as someone saying gelato has existed for 1,000 years, but the museum says 10,000 years. I just said your knowledge isn’t up to 10,000 years yet.
People said I’m crazy, asking if gelato existed since the dinosaur era, which I understand because I once argued similarly with an Italian instructor, saying, “Are you crazy? It’s been ten thousand years.” Then I saw the real thing at the museum and realized the knowledge gap. It really has existed for ten thousand years. So, should I trust AI or the European Gelato Museum?
You claim PARAMETER’s gelato is the best, a very strong statement. Is it now the best in Thailand?
Krit Sriphumset: It’s the best in the world, not just Thailand. I’ve tasted the world’s number one gelato, not ice cream. Let me explain this first.
Your new goal, exciting prospects, and preparing to hand over PARAMETER?
Krit Sriphumset: Because I have something bigger. It’s more exciting than gelato. I have another project planned. Wait for me to step back from PARAMETER first. I still go to the Siam Paragon branch daily. I’m working hard training staff every day to meet standards. Let me send you photos. But it’s still difficult due to many customers and people wanting to meet me. But after this, I honestly probably won’t attend events anymore.
Approaching 50 years old in a few years, what’s the next step with energy and determination?
Krit Sriphumset: This new project is what I’m truly excited about. While making gelato, I began envisioning and thinking about it simultaneously. Gelato continues alongside, but this is a calling from the heart. I believe when we think about what we are born to do, it must be something that uplifts and excites us. We’ve already seen a clear picture. I’m fully prepared.
Having learned much from media, content work, and festivals, what business lessons apply across all fields?
Krit Sriphumset: I can’t speak for others, but for me, if I decide to do something, I must do the very best. This is my identity. I want to develop it to be the best with no second place.
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