"You absolutely must queue and try it once in your life" is the advice often shared on food forums when discussing Jae Oh Khao Tom Pet, also known as Jae O Chula. This eatery is famous for its Thai instant noodles served with tom yum broth. Attracting both local and international patrons, and recognized by Michelin, the restaurant consistently sees long lines of customers, sometimes waiting for two hours to be served.

Behind the present-day success of Jae O Chula is owner Muay Sae-Chua, or Jae Oh, who once contemplated ending her life due to overwhelming debt.

Customers queuing at Jae Oh. Photo: Michelin

Born into a small business family, Jae Oh, after marriage, managed her in-laws' duck restaurant while also being a homemaker. In 1986, the family business failed due to internal issues, leaving a massive debt. At one point, Jae Oh considered suicide, but her responsibility to care for her six children, the youngest under two years old, prevented her from doing so.

Jae Oh resolved to rebuild her life, receiving 600,000 baht (nearly 500 million dong) from her brother. She used 500,000 baht to cover expenses and the remainder to renovate the restaurant. From then on, she worked tirelessly, even on an empty stomach. For her, customers were always the priority.

During holidays, she stewed nearly 1,000 ducks daily. There were times when Jae Oh's body could not endure the intense workload: she would be hospitalized in the morning but return to sell food by noon if she felt better. The entire previous debt was repaid in just six months.

That year's crisis taught Jae Oh a deep understanding of financial capability and the importance of controlling savings. She also taught her children how to save and maintain cash flow, reminding them never to be complacent about unforeseen circumstances. This foresight enabled the family to remain stable when Covid-19 broke out and the restaurant closed for two months.

Jae Oh and her signature dishes. Photo: SCB

The biggest turning point in Jae Oh's career came by chance. In the evenings, her son often stayed with friends to watch football. One night, the group felt hungry, so her son went into the kitchen to cook instant noodles. That meal opened a new business direction: selling late-night food instead of only operating from 5 PM to 10 PM as before.

When she relocated the restaurant to Banthatthong Road in 2015, she added instant noodles to the night menu, naming the dish "MaMa Oh Ho". The name perfectly suited the dish's characteristics: a giant portion of noodles, generous toppings of fresh seafood and meat, and a rich, authentic tom yum flavor. The dish was served from 11 PM until 1 AM the next day.

Initially, she expected to sell only about 20 bowls daily, but the dish became so popular that the restaurant struggled to keep up with orders. While many praised it, a significant number of customers complained about the long wait. The pressure led her to consider removing the noodles from the menu to protect the restaurant's reputation.

A group of loyal MaMa Oh Ho customers urged her not to give up. In response, the owner revamped the cooking process and invested in hundreds of specialized pots and bowls. Another significant change was making the instant noodles available from the restaurant's opening hours, rather than waiting until 11 PM.

Today, long queues of customers wait every evening, including many foreigners from China, Japan, Singapore, the United States, and Europe. Thanks to Jae Oh's dedication, Jae Oh Khao Tom Pet transformed from a local eatery into a world-renowned destination, receiving numerous prestigious awards such as Shell Shuan Shim, the Michelin Bib Gourmand, Bangkok's Best Street Food Award, and Wongnai Users' Choice.

The MaMa Oh Ho noodles. Photo: SCB

At 70 years old, Jae Oh still finishes work at 3 AM, rests briefly, then takes her grandchildren to school at 6 AM. By 1 PM, she is awake again, preparing for work. Despite her demanding schedule, she feels healthier than she did 20 years ago.

Although her small restaurant has become increasingly famous, the owner has never considered opening branches. Her simple reason is that she finds happiness in working and being close to her loved ones.

"Money can be earned at any time, as long as you have enough health, know how to save, and spend wisely," she said.

By Tam Anh (Source: SCB, Michelin Guide)