A new product aims to revolutionize the Thai street food scene by offering a convenient and high-quality broth base for noodle soup vendors.
The intense competition among noodle shops necessitates unique flavors to attract customers. Manny establishments invest notable time and effort into developing proprietary recipes, with the broth being the heart of the dish.Crafting a flavorful broth typically involves simmering dozens of ingredients for one to two hours to achieve a rich, mellow taste.
Recognizing this demand and the challenges faced by vendors, a new product has been developed to address the “pain point” of broth preparation.This innovation aims to provide a cost-effective and time-saving solution for noodle soup businesses,enabling them to consistently produce their signature dishes and contribute to the advancement of Thai street food as a “soft power.”
Despite economic challenges and reduced purchasing power in 2025, which have led to some closures in popular dining areas, the overall market for food products, including those from “good taste,” continues to expand. The street food sector, in particular, remains robust, with consumers continuing to patronize these establishments.
Pimsorn Lertpiankul highlighted that Thai consumers maintain consistent eating habits, consuming three meals a day. When examining popular culinary preferences, Isan (Northeastern thai) cuisine ranks as the most consumed, followed by a la carte dishes, with noodle soup securing the third position. This data underscores the significant market opportunity for noodle soup products, extending beyond restaurant sales to potentially reach a broader consumer base.