The Next Icon Has Arrived, Meet “ Somsak”The Bold New Face of Modern Isan by Pocket Rocket

After electrifying Bangkok with Kim Jeong Grill and Fatboy Izakaya, the Pocket Rocket Group now turns its creative fire toward home — with Somsak, a high-energy reinterpretation of Isan cuisine through the lens of nostalgia, and ‘new money’ flair.

At its core lies “Somsak”, a humble taxi driver from Isan who wins the lottery in Scotland and returns to Thailand with taste, swagger, and stories to tell. His legend unfolds through playful “nouveau riche” décor, molam-meets-disco beats, and a menu crafted by Chef Andrew Martin — bold, joyful, and a little bit mischievous.

Together, the team has created a restaurant that celebrates storytellings that tributes to Thai spirit and reinvention. We sat down with Bye Wongchindawest, founder of Pocket Rocket Group, and Chef Andrew Martin to talk about storytelling through food, the art of creating vibes, and how Somsak became the most eccentric new face in Bangkok’s dining scene!

What does this progression of Pocket Rocket restaurants represent for the group’s creative journey?

Kim Jeong Grill came first — very loud, very social, all about energy at the table.

Fatboy Izakaya took that same energy and pushed it into nightlife, where food, drinks, and music all move together.

Somsak then brought everything back home, using modern Isan heat to tell a more emotional Thai story.

For us, it’s not about jumping from one cuisine to another. It’s more about learning how people actually connect around food.

Different cultures, same soul — strong energy, bold flavours, and hospitality that doesn’t try too hard.

The turning point when the concept of Somsak evolved to the restaurant?

To be honest, I always struggled to choose a local restaurant — whether it was friends visiting from abroad or even a celebration with locals.

Most places felt either too refined, or just a bit too local.

- That’s really where Somsak came from.

I wanted a place that felt Thai and familiar, but confident and fun enough to bring anyone to. Somewhere you don’t have to explain — you just bring people, sit down, eat, drink, and enjoy.

How do you approach creating restaurants that feel different but carries that Pocket Rocket DNA?

We always start with people, not cuisine.

Different food, different look, different vibe — but the question is always the same:

how do people feel when they’re here?

The Pocket Rocket DNA is energy, warmth, and no ego.

Good food is a given.

After that, it’s about atmosphere, music, the team, and how social the space feels.

If people can relax, have fun, and be themselves, then it feels like us.

Designing the world of Somsak, do you see this approach as a form of marketing, what emotions or stories were you trying to evoke?

I do see it as marketing, but not the loud kind.

For me, the visual world is how we tell a story through mood, tone, and feeling — without having to push content at people every day.

If the brand feels right, the message is already there.

With Somsak, we wanted to reflect Isan values — resilience, hard work, believing in luck, and just trying to make it. The struggle to build a better life.

People who leave home, work hard, and keep going, wherever life takes them.

But Esarn people are also fun. Everything becomes a celebration — food, drinks, music, small wins, big wins, even no wins. Even in tough times, there’s laughter, warmth, and pride.

That’s the emotion we wanted Somsak to carry. A place that respects the grind, believes in hope, and reminds you to enjoy the journey while you’re still on it.

Who is Somsak?

Somsak isn’t a real person, but he comes from real life.

He’s the taxi driver you meet every day — working long hours, grinding, hustling, hoping something changes.

The lottery part isn’t about fantasy.

It’s about that belief that keeps people going.

Somsak represents the grind — working hard, believing in luck, and holding on to the hope that one day, your moment comes.

Somsak is confident about who it is, and that’s why it’s beginning to work now.

People don’t just want good food anymore, they want places with personality and soul

What makes Isan food such a rich playground for modern reinterpretation?

Isan food is very honest.

Big flavours, strong balance, no hiding.

It’s built on instinct more than rules, which gives you a lot of room to play.

At the same time, it carries a lot of memories.

Everyone has their own version — from home, from travelling, from eating on the road.

So when you reinterpret it, you’re not just changing a dish, you’re touching culture.

That’s why you have to respect where it comes from.

How did the collaboration with Chef Andrew Martin take shape, and what made him the perfect fit for Somsak?

(K.Bye)

I’ve been a fan of Andrew since his 80/20 days. Then I tried more of his food when he was cooking in Pak Chong — and that really impressed me.

I honestly didn’t expect a Canadian to cook Thai food that tasted that authentic and that spicy. He really gets it — flavour, culture, balance.

What excites you about joining a project narrative-driven as Somsak?

(Chef Andrew)

The people.

Bye, Ploy, Jazz, and the people I work with every day.

The group still feels family driven and this allows us to be creative and have some real fun.

Add this to an adventurous story full of interpretation, a cuisine full of chilli and fish sauce — how could I not be excited!?

How did you translate the story of Somsak into a culinary experience?

(Chef Andrew Martin)

Although Somsak’s story is fictional (and maybe a little far-fetched), it captures a real sense of adventure, with surprises, highs, and lows.

My own life has been much the same, and that journey is what led me to Thailand.

Those experiences inspire our food.

Playful, thoughtful, and from the heart.

Some dishes are simple and familiar, others have a subtle twist.

Never over the top (maybe slightly lol), always done with love and care.

How to eat at Somsak? (Chef Andrew)

Start with one of our Som Tum, our Koi Nuea, and a Whisky Soda.

Follow with Sticky Rice, our Dtom Zaap, and the Laab Ped.

Throw in the T-Bone with Bone Marrow.

Finish with the Babin Gluay Buad Chee.

Plus a crisp beer, of course.

What’s one dish that captures the spirit of Somsak and why? (K.Bye)

It has to be the 1kg grilled T-bone with roasted bone marrow. It’s bold, generous, and a bit ridiculous — in a good way.

It’s the kind of dish you order when you’ve just won the lottery. You’re not holding back, you’re celebrating. That’s Somsak.

Big flavours, big energy, meant to be shared.

Serious food, but never too serious.

What’s in for 2026?

2026 for us is less about chasing new cuisines or concepts, and more about going deeper into how we tell stories through dining.

We want each brand to feel clearer, stronger, and more emotional — places people actually want to be in.

As for the PRC universe, we’d never say never.

But right now, we’re more interested in connecting with other people — exchanging ideas, experiences, and energy.

That’s what keeps things fresh and alive for us.