From experience in the Mor Lam industry, moving forward to seriously build a business for “Hia Noi Suchart Inprom” of the Mor Lam Isaan Nakhon Sin group, he recently announced an aggressive move into the Isaan food market by opening the “Som Tum Idol” and entrusting key roles to “Tan Thirawat” and “Non Achira” to jointly manage and oversee the business themselves, aiming to build real experience and lay the foundation for future growth.
The first "Som Tum Idol" branch opened in front of Folk Phra Nakhon on Ratchada Road, Bangkok, with a concept beyond just an Isaan restaurant. It is a family business opportunity allowing Tan and Non to learn comprehensive business management—from store operations, food quality control, customer service, to cost management and client relations.
Hia Noi revealed that this investment required a substantial budget, viewing the food business as a key channel to build stability and expand from the existing business. Plans include branch expansion and developing a small restaurant model that integrates entertainment and music to differentiate the brand. Additionally, there are ideas to develop products under the "Som Tum Idol" brand, such as Som Tum sauce and ready-made Pla Ra, to expand from retail to food product businesses in the future, creating multiple growth channels for the brand.
Hia Noi also said involving his sons in managing the business now is not just about creating jobs but letting them learn through hands-on experience. He likened it to “throwing the children into water” so they learn to swim on their own, believing that business experience will be an important life and work lesson.
Meanwhile, Tan Thirawat said the "Som Tum Idol" project had been discussed with his father for a long time, but he had been enjoying his Mor Lam career until recently when uncertainties prompted him to take business responsibilities seriously. He manages store operations and customer service, affirming that his Mor Lam career will continue alongside the business.
Non Achira, who has about three years of experience in Isaan restaurant business, now handles food preparation and internal management. He views his past experience as a solid foundation to build upon with "Som Tum Idol" and is also learning business concepts directly from his father through practical involvement.
For Hia Noi, the goal of "Som Tum Idol" is not only to build a business for his two sons but also to expand opportunities for family members and the Mor Lam Isaan Nakhon Sin group if the business grows and branches out as planned.
In short, "Som Tum Idol" marks an important step for Hia Noi in turning his entertainment and Mor Lam experience into a food business, nurturing the next generation to learn management hands-on, and aiming to grow the brand from a restaurant into a food product business. From Mor Lam performances to food business acclaim, it remains to be seen how far Tan Thirawat and Non Achira will take "Som Tum Idol" and when expansion plans will materialize.
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