Entertainment Legend Hia Noi Launches Isaan Restaurant Chain With Sons
Isaan music legend Hia Noi has launched Som Tam Idol, an Isaan restaurant chain, entrusting his two sons with management to teach them business skills while expanding into food manufacturing and live music venues.
Hia Noi Suchat Intaprom, a prominent figure in Isaan Nakorn Sil music ensemble, is transitioning from entertainment to serious business by launching Som Tam Idol, an Isaan cuisine restaurant, while entrusting his sons Thaen Thirawat and Non Achira with management responsibilities to gain practical business experience and build a foundation for future growth.
The inaugural Som Tam Idol branch opened near Folk Phranaknon on Ratchada Road in Bangkok. Rather than simply a restaurant, it is designed as a family business platform enabling both sons to learn comprehensive business management—from store operations and food quality control to service delivery, cost management, and customer relations.
Hia Noi disclosed that the investment is considerable and he views the food sector as a vital channel to build stability and expand beyond his existing entertainment business. He plans future branch expansion and wants to develop a small-format restaurant model blending entertainment and live music to differentiate the brand.
The Som Tam Idol brand will also extend into packaged food products, including som tam sauce and fish sauce, to grow from a restaurant business into food manufacturing. Hia Noi described involving his sons as not merely creating employment, but letting them learn through hands-on work—"throwing them into the water to learn to swim"—because he believes business experience is a crucial life and career lesson.
Thaen Thirawat explained that the Som Tam Idol project had long been discussed with his father, but he continued performing as a musician until uncertainty prompted him to commit seriously to the restaurant, managing operations and customer service while maintaining his music career.
Non Achira, with three years of Isaan restaurant experience, took charge of food and internal restaurant management, viewing his past experience as a foundation to build Som Tam Idol while learning business philosophy from his father through direct practice.
Hia Noi's vision extends beyond creating business for his two sons to eventually offering opportunities to other family members and Isaan Nakorn Sil ensemble members should the business grow and expand as planned.
Som Tam Idol represents a significant step for Hia Noi in converting entertainment industry experience into food business, grooming a new generation of heirs trained in hands-on management, and aiming to expand from a restaurant brand into food product manufacturing. Som Tam Idol opened today at Folk Phranaknon on Ratchada Road, Bangkok, operating daily from 11:00 am to 9:00 pm.
