In Phetchabun province, a delicious story has been passed down for over a century, hidden in a small shop in front of a house in Sub Samo Thot, Bueng Sam Phan district. This is “Je Ying's Traditional Sweets,” a legendary snack shop still alive and serving delights from generation to generation, now in the hands of the fourth-generation heir.
The highlight of “Je Ying's Traditional Sweets” that wins everyone's admiration is "Jui Kway," an ancient Chinese rice flour snack recipe that is increasingly rare. The snack is made from soft, chewy rice flour dough steamed in small cups until perfectly cooked, then topped with classic ingredients like savory stir-fried preserved radish, fragrant fried garlic, and a special chili sauce.
What makes this dish special is not only its taste but also that it is a "limited delicacy" often fully reserved by customers calling ahead before the shop even finishes setting up.
Behind the deliciousness of Je Ying's Traditional Sweets is 57-year-old Wanwisak Phanich, known as "Je Ying," the fourth-generation heir who still personally prepares every step of the sweets with care.
Customers passing by can see Je Ying busy at the stove, quickly making sweets to fulfill constant advance orders—a scene that clearly proves the shop's popularity and delicious reputation.
Je Ying explained, “This recipe was brought from our ancestors in China and has been passed down for over a hundred years. We are the fourth generation proud to continue this tradition and want the younger generation to try it.”
Besides Jui Kway, the shop offers other equally delicious traditional sweets, such as crispy ancient Thai pancakes with thin batter scented with eggs, filled generously with stir-fried preserved radish and shrimp, ground peanuts, and bean sprouts, priced at 35 baht.
There are also Pak Mor crackers and sago with shrimp filling, featuring chewy dough and rich flavorful filling, priced between 25-30 baht, as well as Pad Thai wrapped in egg, another popular and satisfying dish at an affordable 35 baht.
A regular customer who pre-ordered Jui Kway shared, “The flavors are perfectly balanced — sweet, salty, with soft chewy dough. It’s a rare treat that young people today hardly know about. I hope more will come to try it.” If you happen to visit Bueng Sam Phan district in Phetchabun, don’t miss this century-old delicious legend.
Je Ying's Traditional Sweets is located at 408/2, Village No. 7, behind Udom Wittayakom School, Sub Samo Thot, Bueng Sam Phan, Phetchabun. The shop is open daily from 07:00 to 14:00 (or until sold out). To enjoy the highlight "Jui Kway," it is recommended to call ahead to reserve and avoid missing out.