{"id":28371,"date":"2026-07-03T16:00:26","date_gmt":"2026-07-03T09:00:26","guid":{"rendered":"https:\/\/www.koktailmagazine.com\/?p=28371"},"modified":"2026-07-05T15:52:56","modified_gmt":"2026-07-05T08:52:56","slug":"friday-future-lister-peb-and-pat-turn-a-family-recipe-into-emilys","status":"publish","type":"post","link":"https:\/\/www.koktailmagazine.com\/th\/2026\/07\/03\/friday-future-lister-peb-and-pat-turn-a-family-recipe-into-emilys\/","title":{"rendered":"Friday Future Lister: Peb and Pat Turn a Family Recipe into Emily’s\u00a0"},"content":{"rendered":"

How Peb and Pat transformed a family recipe into Emily’s, one of Thailand’s fastest-growing food brands.\u00a0\u00a0<\/h2>\n\n\n\n

Some of the most valuable business lessons emerge during moments of uncertainty. The ability to recognise opportunity within a crisis, adapt to changing circumstances and respond with purpose often separate businesses that simply survive from those that continue to grow.<\/p>\n\n\n\n

That mindset can be seen in one of Thailand’s most talked-about chicken noodle brands today, Emily’s, founded by Naiyanachanok \u201cPeb\u201d Patamasingh Na Ayutthaya and Thaparat \u201cPat\u201d Waerojruedee. Their story offers a closer look at how adaptation and strategic choices shape how a business grows.\u00a0<\/p>\n\n\n\n

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The Recipe That Started It All<\/strong><\/h3>\n\n\n\n

In the era of TikTok, the story of Emily\u2019s begins during the pandemic, when daily life slowed and social media became a space for creation, sharing and connection. During this period, Peb and her partner Pat started posting content that reflected their lifestyle, treating it as a digital diary. Their audience grew through these moments of everyday storytelling. <\/p>\n\n\n\n

At the time, Peb and Pat worked in the beverage business. When COVID-19 affected operations heavily, they faced difficult decisions. One priority stood clear: avoiding staff layoffs. This led them to explore a new direction in food. <\/p>\n\n\n\n

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A post shared by khunpat (@ikpikpz)<\/a><\/p><\/div><\/blockquote>\n