Back in mid-2025, Thailand's food industry was stirred by major news when “Ohkajhu” a restaurant brand known for its health-conscious offerings, under the company Pluk Phak Phro Rak Mae Public Company Limited (OKJ Group), decided to leap from organic vegetable farming into the battlefield of “fried chicken,” a market worth over 30 billion baht and filled with global players competing fiercely on price.
This launch seemed to contrast sharply with the brand's previous image. Ohkajhu's move was not merely following a trend but a cleverly analyzed business diversification strategy. Their approach was unique—not just to capture market share but to challenge the entire industry with a new question: “Why must deliciousness come with guilt?” This led to the creation of the brand “JOE WINGS” a new style of fried chicken proving that great taste and good quality of life can go hand in hand.
Jirayut Phuwapoonpol, founder and CEO of Pluk Phak Phro Rak Mae Public Company Limited (OKJ Group), revealed that the idea started with questioning why the parent brand Ohkajhu had not sufficiently reached younger consumers. Analysis showed Ohkajhu’s association with green vegetables led youths to see it as a meal they rarely wanted to eat.
The team then experimented with “American Hot & Spicy,” a bold fried chicken flavor introduced at Ohkajhu two years ago. The result was a sales phenomenon that dramatically changed customer perception—from the healthy green image to a fun, exciting red that was more accessible.
This became the origin of JOE WINGS, which was then promoted as more than just fried chicken but as Better Fried Chicken for Real Meals—fried chicken that can be eaten repeatedly every week.
Jirayut added that although the fried chicken market is considered a Red Ocean with only 3–5% annual growth, OKJ saw a “gap” fitting for Thai consumers and Ohkajhu’s identity: fried chicken as comforting food that can be eaten more often. After a soft launch mainly for market validation rather than rapid expansion, it became clear that modern consumers seek not just cheap food but tangible quality and long-term health benefits.
“The brand draws inspiration from popular global flavors, tuning them into a balanced mix of sour, sweet, salty, and spicy notes. It offers nine flavors and five dipping styles, allowing customers to enjoy repeat visits weekly without boredom. The goal is to capture 1-5% market share of Thailand’s fried chicken market.”
A key pain point in today’s QSR market is health concerns. Thai consumers often feel they must choose between taste and health. JOE WINGS fills this gap with standards matching Ohkajhu’s. Last year, JOE WINGS launched under the 'Healthier Choice' concept with results exceeding expectations, showing steady sales growth and repeat purchases from working professionals, families, and health-conscious groups. OKJ is confident the market gap lies in “fried chicken that can be eaten frequently without guilt,” raising the quality standard of fast food.
Regarding competitive advantages enabling rapid growth, Jirayut pointed to Ohkajhu Group’s strong backend system—including central kitchens in Bangkok and Chiang Mai, logistics, and store management software—facilitating fast expansion. This year, the brand aims for 300% revenue growth by the end of 2026, with plans to open 5-10 branches. The long-term goal is 50 branches by 2028 in prime locations like major malls and through partnerships with OR to open "Lifestyle Stations" at PTT gas stations. The group targets total revenue of 3 billion baht.
Results from 2025 show JOE WINGS has gained new customers among workers and families, with average orders of 250-300 baht per person per bill. The best-performing branch is Siam Square, establishing a strong foundation for a major market push in 2026.
JOE WINGS’ main strategy is what OKJ calls "Healthification of Indulgence," transforming “guilty pleasure food” into “comfort food that can be eaten more often,” aligning clearly with global mega-trends:
1. The 'Permissible Indulgence' trend—mindful enjoyment Mintel Global Consumer Trends data shows 79% of Thai consumers look for functional benefits in familiar flavors. JOE WINGS doesn’t alter the fried chicken taste but changes the “mindset behind the deliciousness.”
2. Purchasing power of Gen Z and Millennials—willing to pay for safety (Quality over Quantity) A survey by Hakuhodo Institute of Life and Living ASEAN found that over 65% of Thai consumers prioritize "chemical-free" labels over price when deciding what to buy.
3. Aging society and rising NCDs (non-communicable diseases) — Data from the Department of Disease Control shows an increase in NCDs among Thais, making sodium reduction and trans fat avoidance the "New Standard." JOE WINGS meets this with health-conscious cooking methods while keeping flavors appealing.
“This data confirms that the healthy fried chicken market is no longer niche but becoming a new mass market, and OKJ is ready to be the first mover,” Jirayut added.
Looking ahead to 2026, the company positions JOE WINGS clearly as 'The Game Changer,' avoiding price wars while raising the standard of fried chicken to become "Thai people’s fried chicken." JOE WINGS designs the experience to meet real daily meal needs under the concept "Better Fried Chicken for Real Meals." The brand differentiates itself from farm to table through three main pillars:
For its expansion roadmap, JOE WINGS plans growth through two main pillars to gain economies of scale:
"JOE WINGS is not just a new brand but a key piece connecting the group’s ecosystem through a central membership system launching in Q2 of 2026 to build long-term customer loyalty. Whether customers want healthy salads, cold-pressed juices, or indulgent fried chicken, all needs will be met within the same group. This is just the beginning, as the group plans to continuously launch new brands to secure leadership in Thailand’s consumer food market, mostly through direct sales rather than franchising."
Follow marketing news with Thairath Money at
Follow the Facebook page: Thairath Money at this linkhttps://www.facebook.com/ThairathMoney