Zen Group Refreshes Three Thai Isaan Brands Globally
Zen Group is rebranding three Thai Isaan restaurant chains—Tam Mua, Lao Yuan, and Khiang—with menu refreshes and expansion into tourist destinations across Thailand, Laos, and international markets. The fastest-growing brand, Khiang, is shi
Zen Group is launching a comprehensive 2025 rebranding of three Thai Isaan restaurant brands—Tam Mua, Lao Yuan, and Khiang—with new locations and expansion plans to bring Thai street food to international markets. On July 7, 2025, Sirutwat Chatchawal, Senior Executive Vice President of the Franchise Business Group at Zen Corporation Group Public Company Limited, revealed the company's strategy to refresh these brands to meet modern consumer demands for dining experiences beyond just satisfaction.
According to Sirutwat, Khiang is the fastest-growing brand, originally built through delivery platforms with 40% delivery sales and 60% dine-in revenue. The company is now shifting the balance to 20% delivery and 80% dine-in service, similar to traditional restaurants. The rebrand includes ten new menu items designed to attract modern customers to eat in-store more frequently, expected to increase average bill value from 200 baht to 300-400 baht per customer. The expansion also targets international tourists.
Khiang has opened locations in strategic tourist areas including Suvarnabhumi Airport and Khao Yai Village, serving as gateways for global visitors. Future locations will include Liberty Silom in Bangkok next month, Mae Rim and Nimmanhaemin in Chiang Mai, with studies underway for Pattaya, Chonburi, and Phuket. Currently operating 46 branches nationwide, Khiang plans to add five more locations by year-end—four in Thailand and one in Laos—bringing the total to 51 branches.
Tam Mua, with 70 current branches, is transitioning to standalone locations open until midnight with alcohol service. A pilot opened in Buriram, with three additional locations planned for Bangkok's Ari, Sukhumvit 50, and Onnuch areas. Lao Yuan targets opening two branches this year—one in Thailand and one in Laos—reaching 43 total branches by year-end, comprising 41 domestic and 2 international locations.
Sirutwat noted that all three brands experience continuous sales growth yearly, driven by their focus on som tam and pad krapow—two of the five essential Thai dishes. The rebranding strengthens Zen's Thai food portfolio in a competitive market valued at over 500 billion baht annually.
