Chu Kiat, creator of iconic Thai snack brand Ko Kao, has died after building a confectionery empire from 1966 through integrity and innovation, refusing to use dangerous dyes and inventing the signature coconut-coated peanut product that be
The story of "Ko Kao" was not written by chance, but woven from sweat, disappointment, resilience, and the spirit of the man who created the iconic "young boy with dark glasses in a judo suit" into a culinary legacy that has accompanied Thai society for decades.
Sweat, pioneering spirit, and dignity that never surrendered
The legend began around 1966 when Chu Kiat Ruay Chareon Throp established a confectionery factory with determination on Ekkachai-Bangbon Road before marrying Jiraphon. With the vision that "good snacks usually start with the word 'mom,'" he named it "Mae Ruay Factory Company Limited." His first product to achieve remarkable success was "shrimp rice crackers."
But a major test arrived when competitors began using dangerous fabric dyes to create colorful crackers that sold so well they damaged his sales. Driven by his integrity and loyalty to customers, Chu Kiat refused to compromise. He immediately stopped selling the profitable product, declaring with a statement that revealed his true character: "Selling well but harming customers is like killing them slowly. I won't do it."
He was willing to start over, turning to "layered peanuts." In those early days, Chu Kiat personally handled all sales, driving from shop to shop. What he always carried in his truck was not just snacks, but "hammers and nails" to help repair customer shops with genuine care.
Snack formula crisis and kitchen innovation
The path of a fighter is always tested. When the person who created his snack formula wanted to leave, Chu Kiat was forced into a corner and had to invent the recipe himself. He spent long hours in the kitchen experimenting. From early 1975, the first drops of coconut cream touched peanuts, creating "crispy peanuts coated in coconut cream"—a product unlike any other. By the end of 1975, he had relocated his factory to expand production.
With his unconventional thinking, Chu Kiat deliberately named the brand "Ko Kao" and chose a logo of a fluffy-haired boy wearing dark glasses and a judo suit. In that era, this choice was widely mocked. Even shops joked that "snacks like this fluffy-headed thing won't sell."
Worse, the first batch released to market "didn't sell well" because the original opaque packaging prevented customers from seeing the product inside. Rather than admit defeat, Chu Kiat immediately pivoted by switching to "clear packaging" to reveal the delicious appearance and quality of the coconut-coated peanuts. He also created a short but powerful slogan that stuck in the ears of Thais everywhere.
Eventually, Ko Kao detonated into an overnight "big hit." From the image of the young boy with dark glasses and judo suit playing guitar and singing in television commercials, the insult was transformed into a beloved household snack that captured the hearts of people of all ages.
"Whether eaten at home, at work, while watching a favorite football match, or shared among friends... Ko Kao connects people and delivers 'every bit delicious' in every moment of life."
From a small space to Thailand's culinary legacy
When the product became the talk of the town, orders flooded in so heavily that the original Bangbon factory could no longer handle the demand. Chu Kiat and his family made a major decision in late 1975, relocating to build a new empire on Rama 2 Road across more than 30 rai of land.
From just a handful of employees to an international standard factory exporting Thai pride across the globe, what never changed was "Chu Kiat's heart."