Cooking SNS Stars in Skin-Exposed Clothes Rebutting Marketing Differentiation to Sanitation Controversy
Jul 09, 2025
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According to local media such as Channel 7, Napakon 'Price'Jiratchatapak, the female owner of the 'Kai Yok Crock' restaurant located in Pattaya, Thailand, posted a video of herself cooking in sexy clothes on YouTube and social media, drawing the attention of netizens.
Customers and tourists visiting the restaurant lined up to take pictures with her while eating.
In the midst of this, some netizens raised concerns about hygiene, taking issue with her cooking without an apron or hairband.
It also relies only on sexy images that look more like taste", he pointed out.
In response, Mr. Frith countered in an interview with Channel 7 that "controversial exposure costumes are worn only for video content, and food served to actual customers is cooked in thorough hygiene.'
She "prepares food for hours for a video shoot, and does makeup separately. These videos are uploaded to my personal SNS and restaurant accounts and used as marketing tools"In the actual kitchen, all employees wear clean uniforms, aprons, and hair nets and strictly adhere to hygiene regulations," he said.
She, who currently employs more than 100 employees, explained that she attempted differentiated marketing to maintain restaurants and ensure the livelihood of employees despite the economic downturn.
She `is doing my best in my work and has the responsibility of running a restaurant"The sexy image can attract attention, but the reason why customers come back in the end is because of the fresh ingredients and the taste of the food."
"I'm running my business honestly, and I'm trying to protect both customer safety and food quality"What I do now is to make a living for my employees and myself," he said.
Prior to this, a similar case to the controversy was raised in Thailand.
In March last year, a woman at a durian street vendor in Kampengpet was also criticized for selling fruit in a bikini. She has since switched to a normal outfit and continues to sell. In addition, a woman at a snack stall in Chiang Mai received a complaint for wearing a costume that revealed her body, and eventually stopped operating the stall and turned to an SNS influencer.
This article was translated by Naver AI translator.
