10-baht noodles survive in Ratchaburi despite rising costs
A Ratchaburi noodle vendor has kept prices frozen at 10 baht per bowl for eight years despite soaring ingredient costs, serving factory workers and students who depend on the affordable meals.
RATCHABURI — A noodle vendor in Ratchaburi has kept her prices at 10 baht per bowl despite the rising costs of ingredients and fuel, maintaining one of Thailand's most affordable meal options as inflation squeezes household budgets.
Jiraprapa Chulert, 59, runs the modest roadside stall near Kobkul Bridge across the Mae Klong River in Tha Rab subdistrict. The cart attracts students, laborers, and locals looking for budget-friendly food. Her menu includes nam tok (Thai-style boat noodles), tom yum noodles, clear broth noodles, and yen ta fo—all served at the same 10-baht price.
Remarkably, Jiraprapa has held prices steady for about eight years despite meat, vegetables, and other ingredient costs climbing steadily. She refuses to raise prices because many of her customers—factory workers and schoolchildren from a nearby institution—rely on affordable meals to make ends meet.
The economics are challenging. After covering expenses, the stall generates only 500-600 baht daily, surviving on high volume rather than healthy margins. Yet the modest income has helped put three grandchildren through vocational training.
Jiraprapa operates from 8 a.m. to 2 p.m. daily or until sold out. Customers praise the value, with one noting that two bowls for 20 baht still constitutes a full meal—far cheaper than most other food stalls, which have raised prices significantly in recent years.
