Legendary Rayong Seafood Chain Reimagines Brand

Laem Charoen Seafood, a legendary seafood restaurant operating for nearly 50 years with 40 branches across Thailand, continues to innovate. The chain has recently revamped its brand format to stay current with shifting consumer trends. After COVID-19 reshaped dining habits toward smaller tables and solo diners, and as street food and viral restaurants have seized social media attention, the restaurant recognized it needed to change. The primary renovation involves the store layout, with a flagship concept store opening on the third floor of Central World, elevating the brand experience with design inspiration drawn from Rayong's famous beach and the original location at Rayong River mouth.

The redesign features bowls and plates with beach and sea motifs, fishing equipment displays, and a room styled as a fish sauce fermentation room. Like the restaurant's menu—its greatest strength—the kitchen makes its own fish sauce and masters Rayong's traditional seafood dishes. The strategy keeps core strengths, removes dishes that lack identity, and creates new dishes that capture authentic Rayong seafood flavor.

Signature dishes include sun-dried squid that is tender and chewy despite the intense heat; shrimp marinated in fish sauce, split down the center and infused with pungent brine and lime juice that amplifies the sweetness; and eagle fish wrapped in spiced paste with custard-like filling and no vegetable base to prevent moisture and disintegration. New additions include fried river shrimp tossed in Rayong fish sauce, its head crushed and mixed with hot sauce in a wok until fragrant enough to coat the rice; snapper two-ways, crispy and fluffy from butterfly filleting, served with two sauces—a signature fish sauce and a three-spice chili paste; premium crab fried rice with distinct grains and large chunks of crab meat; and sour curry with salted egg and fish roe, a concentrated and balanced broth with plump, creamy roe. All dishes are now served on smaller plates, allowing customers to sample a wider variety. The renovated restaurant is now open for service.