Thai businesses are asking online experts to help reel in young big spenders who prize authenticity over heavily advertised content
3-MIN READ3-MIN ListenAidan JonesPublished: 1:04pm, 7 May 2026The queues start to form before the lunchtime rush at Phed Mark, a Bangkok kitchen with a pop-up feel that dishes up steaming plateloads of pad kaphrao – a runny fried egg with fiery minced meat over rice – to a clientele of mainly Chinese tourists.Founded by YouTuber Mark Wein, Phed Mark has turned a Thai staple into a must-eat for Chinese visitors, who defy the heat to patiently wait each day on plastic stools for their turn outside the Ekkamai bus terminal.
Video reviews for Phed Mark have drawn so much attention that blatant rip-offs have sprung up trying to cash in on its distinctive fireball branding.
