Entrepreneur Sena Hoy Launches New Noodle Brand

Sena Hoy Kiatsakdi is continuing to pursue business opportunities and remains unbothered by outside commentary. Besides launching Hosomi, his matcha and bagel café at Maruay Plaza, he is preparing to reenter the noodle restaurant market with a new brand following his recent departure from Bua Lai Tom Yum Noodles. At the Preaw Pak Festival 2026 opening event at The Mall Lifestyle Store in Bangkok's Bang Kapi district, Sena shared details about his new business plans, including the upcoming noodle restaurant, and clarified remarks made by close friend Willie McIntosh.

Sena explained his venture into matcha: "I came to the festival for the first time to sell drinks—matcha water, actually. I'm being completely honest: I don't normally drink matcha at all. But my girlfriend Cake Som loves matcha. After she tried it, we went together and sampled 50 varieties of matcha powder from Japan, and we were completely mind-blown. We narrowed it down to four varieties." He discussed the tasting profiles and how they and Cake Som selected flavors without prior agreement, ultimately choosing nutty profiles.

For Hosomi, located at Maruay Plaza, Sena and Cake Som created a matcha and bagel menu. Their signature item, Coconut Cloud, combines whisked milk and matcha with coconut water at the base. A famous Thai chef who visited the shop inspired another menu item. Sena plans to introduce bagels soon, featuring designs reminiscent of his own hairstyle and fillings he discovered in Shanghai.

When asked if the shop has launched, Sena confirmed: "We've opened but are still serving only beverages and cheesecake for now. The cheesecake is almost ready." Regarding his return to noodle restaurants, he added: "After the old shop closed, I thought, 'Well, I love eating noodles, so I'll find my own recipe.' My grandnephew is making it."