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 2026Updated: 3:02pm, 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 Weins, 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.
A lot has to do with its prominence on RedNote – the hyperlocal do-everything travel app with tens of millions of Chinese users whose recommendations and reviews can turn a backstreet business into a chart-topper.Advertisement
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.
Founded by YouTuber Mark Wein, Phed Mark has turned a Thai staple into a must-eat for Chinese visitors. Photo: Aidan JonesThailand is meeting its crucial Chinese visitors where they are – online – amid a travel landscape roiled by economic crisis, safety fears, a strong baht and surging flight prices.AdvertisementAdvertisementSelect VoiceSelect Speed0.8x0.9x1.0x1.1x1.2x1.5x1.75x00:0000:001.00x
