YOO CHINATOWN FISHBALL
Continuing the legacy of the legendary “Luk Chin Khee Kor” recipe from Yaowarat Road.
“YOO CHINATOWN FISHBALL” was born from a secret recipe passed down for over 60 years. It all began with “Ah Gong,” the founder, who started a small fish ball shop in the heart of Yaowarat with a clear vision: to create high-quality, delicious fish balls with a firm, springy texture. Using only 100% pure fish meat with no added flour and making them fresh daily, the brand has established a unique identity that customers remember and continue to share across generations
ร้าน ยู้ ลูกชิ้นปลาเยาวราช
From a humble shop in the past, “YOO CHINATOWN FISHBALL” has now entered its third generation of family ownership. Despite evolving with a modern touch, the brand remains committed to quality, cleanliness, and food safety while preserving the authentic taste that has never changed.
Our fish balls are certified by two leading food safety institutions, ensuring that every bite is crafted with care—fresh, clean, and uniquely delicious. ” YOO CHINATOWN FISHBALL ” is more than just fish balls; it’s a timeless flavor that has been cherished by Thais for generations and is ready to win hearts around the world.
Continuing to become ‘Yoo Fishball’
After graduating with a bachelor’s degree in International Program from Bangkok University, Khun Yoo wanted to help ease her parents’ workload.
“But Dad said I had to get a PhD before I could work at the shop. I wondered, why do I need a PhD just to sell noodles? The truth is, he wanted me to learn patience,” Khun Yoo shared.
She further explained that her father advised her to work outside the family business first. He said the term ‘child of the boss’ carries certain expectations. “The boss is the pioneer, but a ‘child of the boss’ is often seen as spoiled. How can I avoid being seen as that by the employees? It’s important. I needed to face criticism first, because no employee would dare criticize the child of the boss.”
ยู้ – เกยูร โชคล้ำเลิศ
After earning a Master’s degree from Newcastle University Business School in the UK and a PhD from Srinakharinwirot University, Khun Yoo worked outside the family business for a while. Observing her parents working hard, she decided to ask if she could help at the noodle shop once again. However, her father’s response was still unexpected.
“Dad asked if there would be a conflict between the old and new generations. He said I hadn’t yet learned the work at the noodle shop. He told me, ‘If you want to work, go open your own business with another name. I’m afraid that my reputation will be ruined because of you.'”
In 2010, Khun Yoo decided to open Yoo Fishball at the age of just over 20, becoming the youngest business owner in Yaowarat at that time. She even opened her shop directly across from her father’s restaurant, competing with him.
“But Dad also gave me advice about Thai consumer behavior, explaining that it’s like a triangle with the base being affordable prices. It’s similar to the marketing strategy of an energy drink or a car brand. So, I put up a sign saying ’25 Baht per bowl,’ and the shop became incredibly popular. We couldn’t keep up with the demand!”
An unexpected event occurred during the 2011 Chinese New Year in Yaowarat. Khun Yoo described it as an unimaginable honor when Her Royal Highness Princess Maha Chakri Sirindhorn visited the shop and personally made fish balls.
“The next day, every newspaper wrote, ‘Her Royal Highness said it was delicious.’ That newspaper headline was the pinnacle.
That day, I left home as usual and was getting closer to the shop. I wondered, ‘Is there a gold sale? Has the price of gold dropped?’ Why is the line so long today? As I got closer, I realized it wasn’t a line at the gold shop—it was a line at our shop! I was stunned. The line stretched almost a kilometer.
When I reached the shop, I found that Dad had come to help welcome customers. This was the same Dad who once doubted, ‘How could you sell better than me?’ And from then on, it became the legend of Yoo Fishball.”
สมเด็จพระเทพรัตนราชสุดาฯ สยามบรมราชกุมารี ทรงปั้นลูกชิ้นปลา พ.ศ.2554
‘Quality’ is the heart of the product.
Khun Yoo mentioned that the term “Yaowarat” is a common word and cannot be registered as a trademark, which made her feel regretful about losing the name “Yaowarat Fish Balls” that food enthusiasts had affectionately called the dish. However, after running the business for a while, Khun Yoo came to accept that while branding is important, what truly matters more deeply is the quality of the product.
“Once people taste it and realize they can’t find anything like it elsewhere, they will return. Customers will know on their own. I have come to understand a deeper truth about ego. If we let go of our ego, but do things well, even without seeking recognition, people will still remember us. It’s hard to believe, but it’s true.”
In addition to maintaining the quality and deliciousness of the traditional fish ball recipe from her grandfather, Khun Yoo has also taken steps to improve the product’s standards. Her fish balls have been certified with GHP (Good Hygiene Practice) and HACCP (Hazard Analysis and Critical Control Point System) by two institutions, one in Thailand and one in Germany.
“13 years ago, I started sending our fish balls for research. We examined what goes into each fish ball, which peptides are present, how much collagen is in it, and at what temperature it can withstand. We discussed all these details, including the precise numbers and statistics, as well as the science behind it.
Even the soup has Bioactive Peptides, which are short-chain proteins that can be digested from the mouth to the small intestine. The challenge was how to make sure people get more protein and essential minerals. This is the problem we’ve been working on and trying to solve consistently.”
“We understand that the first dish is an art, but the second and third dishes are all about statistics, science, and calculations. However, how do we calculate in the most natural way possible and bring that into Yoo Yaowarat Fish Balls?
Our goal is to make each bowl of noodles more nutritious. We’ve researched and developed our recipes to the point where a single shrimp ball contains the meat of two shrimp. It’s about serving the most natural ingredients, without adding MSG or any harmful chemicals. Can we conquer nature with nature, rather than conquering nature with artificial ingredients?”
บรรยากาศภายในร้าน ‘ยู้ ลูกชิ้นปลาเยาวราช’
Set up a factory to produce ‘fish balls’ abroad.
Currently, Yoo Fishball has expanded from its original shop on Yaowarat Road to 19 other locations in Bangkok, not to mention the customers from various provinces who buy the fish balls to resell in other areas across the country.
Although there are customers from other provinces and several countries interested in franchising, Khun Yoo mentioned that the shop is not ready to expand outside the city or sell franchises. She admits that she is still not an expert in the business system but excels more in production.
“When we started exporting abroad, they realized the high shipping costs. They then invited us to set up a factory, and there are investors waiting to partner with us internationally,” Khun Yoo explained. She added that if it’s feasible, she may consider countries with abundant marine resources. Domestically, there are also plans to open a factory in the southern provinces of Thailand.
Yoo Fishball
Address: 433 Yaowarat Road, Samphanthawong, Bangkok, between Soi Plangnam and Soi Phadungdao, or about 4 minutes’ walk from MRT Wat Mangkon Station.
Signature Dishes: Fish Balls, Hoo Kwei, Shrimp Balls, Fried Taro (delicious everything)
Contact: Tel. 08 9782 7777
Facebook: YOO CHINATOWN FISHBALL
YOO CHINATOWN FISHBALL
Continuing the legacy of the legendary “Luk Chin Khee Kor” recipe from Yaowarat Road.
“YOO CHINATOWN FISHBALL” was born from a secret recipe passed down for over 60 years. It all began with “Ah Gong,” the founder, who started a small fish ball shop in the heart of Yaowarat with a clear vision: to create high-quality, delicious fish balls with a firm, springy texture. Using only 100% pure fish meat with no added flour and making them fresh daily, the brand has established a unique identity that customers remember and continue to share across generations
ร้าน ยู้ ลูกชิ้นปลาเยาวราช
From a humble shop in the past, “YOO CHINATOWN FISHBALL” has now entered its third generation of family ownership. Despite evolving with a modern touch, the brand remains committed to quality, cleanliness, and food safety while preserving the authentic taste that has never changed.
Our fish balls are certified by two leading food safety institutions, ensuring that every bite is crafted with care—fresh, clean, and uniquely delicious. ” YOO CHINATOWN FISHBALL ” is more than just fish balls; it’s a timeless flavor that has been cherished by Thais for generations and is ready to win hearts around the world.
Continuing to become ‘Yoo Fishball’
After graduating with a bachelor’s degree in International Program from Bangkok University, Khun Yoo wanted to help ease her parents’ workload.
“But Dad said I had to get a PhD before I could work at the shop. I wondered, why do I need a PhD just to sell noodles? The truth is, he wanted me to learn patience,” Khun Yoo shared.
She further explained that her father advised her to work outside the family business first. He said the term ‘child of the boss’ carries certain expectations. “The boss is the pioneer, but a ‘child of the boss’ is often seen as spoiled. How can I avoid being seen as that by the employees? It’s important. I needed to face criticism first, because no employee would dare criticize the child of the boss.”
ยู้ – เกยูร โชคล้ำเลิศ
After earning a Master’s degree from Newcastle University Business School in the UK and a PhD from Srinakharinwirot University, Khun Yoo worked outside the family business for a while. Observing her parents working hard, she decided to ask if she could help at the noodle shop once again. However, her father’s response was still unexpected.
“Dad asked if there would be a conflict between the old and new generations. He said I hadn’t yet learned the work at the noodle shop. He told me, ‘If you want to work, go open your own business with another name. I’m afraid that my reputation will be ruined because of you.'”
In 2010, Khun Yoo decided to open Yoo Fishball at the age of just over 20, becoming the youngest business owner in Yaowarat at that time. She even opened her shop directly across from her father’s restaurant, competing with him.
“But Dad also gave me advice about Thai consumer behavior, explaining that it’s like a triangle with the base being affordable prices. It’s similar to the marketing strategy of an energy drink or a car brand. So, I put up a sign saying ’25 Baht per bowl,’ and the shop became incredibly popular. We couldn’t keep up with the demand!”
An unexpected event occurred during the 2011 Chinese New Year in Yaowarat. Khun Yoo described it as an unimaginable honor when Her Royal Highness Princess Maha Chakri Sirindhorn visited the shop and personally made fish balls.
“The next day, every newspaper wrote, ‘Her Royal Highness said it was delicious.’ That newspaper headline was the pinnacle.
That day, I left home as usual and was getting closer to the shop. I wondered, ‘Is there a gold sale? Has the price of gold dropped?’ Why is the line so long today? As I got closer, I realized it wasn’t a line at the gold shop—it was a line at our shop! I was stunned. The line stretched almost a kilometer.
When I reached the shop, I found that Dad had come to help welcome customers. This was the same Dad who once doubted, ‘How could you sell better than me?’ And from then on, it became the legend of Yoo Fishball.”
สมเด็จพระเทพรัตนราชสุดาฯ สยามบรมราชกุมารี ทรงปั้นลูกชิ้นปลา พ.ศ.2554
‘Quality’ is the heart of the product.
Khun Yoo mentioned that the term “Yaowarat” is a common word and cannot be registered as a trademark, which made her feel regretful about losing the name “Yaowarat Fish Balls” that food enthusiasts had affectionately called the dish. However, after running the business for a while, Khun Yoo came to accept that while branding is important, what truly matters more deeply is the quality of the product.
“Once people taste it and realize they can’t find anything like it elsewhere, they will return. Customers will know on their own. I have come to understand a deeper truth about ego. If we let go of our ego, but do things well, even without seeking recognition, people will still remember us. It’s hard to believe, but it’s true.”
In addition to maintaining the quality and deliciousness of the traditional fish ball recipe from her grandfather, Khun Yoo has also taken steps to improve the product’s standards. Her fish balls have been certified with GHP (Good Hygiene Practice) and HACCP (Hazard Analysis and Critical Control Point System) by two institutions, one in Thailand and one in Germany.
“13 years ago, I started sending our fish balls for research. We examined what goes into each fish ball, which peptides are present, how much collagen is in it, and at what temperature it can withstand. We discussed all these details, including the precise numbers and statistics, as well as the science behind it.
Even the soup has Bioactive Peptides, which are short-chain proteins that can be digested from the mouth to the small intestine. The challenge was how to make sure people get more protein and essential minerals. This is the problem we’ve been working on and trying to solve consistently.”
“We understand that the first dish is an art, but the second and third dishes are all about statistics, science, and calculations. However, how do we calculate in the most natural way possible and bring that into Yoo Yaowarat Fish Balls?
Our goal is to make each bowl of noodles more nutritious. We’ve researched and developed our recipes to the point where a single shrimp ball contains the meat of two shrimp. It’s about serving the most natural ingredients, without adding MSG or any harmful chemicals. Can we conquer nature with nature, rather than conquering nature with artificial ingredients?”
บรรยากาศภายในร้าน ‘ยู้ ลูกชิ้นปลาเยาวราช’
Set up a factory to produce ‘fish balls’ abroad.
Currently, Yoo Fishball has expanded from its original shop on Yaowarat Road to 19 other locations in Bangkok, not to mention the customers from various provinces who buy the fish balls to resell in other areas across the country.
Although there are customers from other provinces and several countries interested in franchising, Khun Yoo mentioned that the shop is not ready to expand outside the city or sell franchises. She admits that she is still not an expert in the business system but excels more in production.
“When we started exporting abroad, they realized the high shipping costs. They then invited us to set up a factory, and there are investors waiting to partner with us internationally,” Khun Yoo explained. She added that if it’s feasible, she may consider countries with abundant marine resources. Domestically, there are also plans to open a factory in the southern provinces of Thailand.
Yoo Fishball
Address: 433 Yaowarat Road, Samphanthawong, Bangkok, between Soi Plangnam and Soi Phadungdao, or about 4 minutes’ walk from MRT Wat Mangkon Station.
Signature Dishes: Fish Balls, Hoo Kwei, Shrimp Balls, Fried Taro (delicious everything)
Contact: Tel. 08 9782 7777
Facebook: YOO CHINATOWN FISHBALL
YOO CHINATOWN FISHBALL
Continuing the legacy of the legendary “Luk Chin Khee Kor” recipe from Yaowarat Road.
“YOO CHINATOWN FISHBALL” was born from a secret recipe passed down for over 60 years. It all began with “Ah Gong,” the founder, who started a small fish ball shop in the heart of Yaowarat with a clear vision: to create high-quality, delicious fish balls with a firm, springy texture. Using only 100% pure fish meat with no added flour and making them fresh daily, the brand has established a unique identity that customers remember and continue to share across generations
ร้าน ยู้ ลูกชิ้นปลาเยาวราช
From a humble shop in the past, “YOO CHINATOWN FISHBALL” has now entered its third generation of family ownership. Despite evolving with a modern touch, the brand remains committed to quality, cleanliness, and food safety while preserving the authentic taste that has never changed.
Our fish balls are certified by two leading food safety institutions, ensuring that every bite is crafted with care—fresh, clean, and uniquely delicious. ” YOO CHINATOWN FISHBALL ” is more than just fish balls; it’s a timeless flavor that has been cherished by Thais for generations and is ready to win hearts around the world.
Continuing to become ‘Yoo Fishball’
After graduating with a bachelor’s degree in International Program from Bangkok University, Khun Yoo wanted to help ease her parents’ workload.
“But Dad said I had to get a PhD before I could work at the shop. I wondered, why do I need a PhD just to sell noodles? The truth is, he wanted me to learn patience,” Khun Yoo shared.
She further explained that her father advised her to work outside the family business first. He said the term ‘child of the boss’ carries certain expectations. “The boss is the pioneer, but a ‘child of the boss’ is often seen as spoiled. How can I avoid being seen as that by the employees? It’s important. I needed to face criticism first, because no employee would dare criticize the child of the boss.”
ยู้ – เกยูร โชคล้ำเลิศ
After earning a Master’s degree from Newcastle University Business School in the UK and a PhD from Srinakharinwirot University, Khun Yoo worked outside the family business for a while. Observing her parents working hard, she decided to ask if she could help at the noodle shop once again. However, her father’s response was still unexpected.
“Dad asked if there would be a conflict between the old and new generations. He said I hadn’t yet learned the work at the noodle shop. He told me, ‘If you want to work, go open your own business with another name. I’m afraid that my reputation will be ruined because of you.'”
In 2010, Khun Yoo decided to open Yoo Fishball at the age of just over 20, becoming the youngest business owner in Yaowarat at that time. She even opened her shop directly across from her father’s restaurant, competing with him.
“But Dad also gave me advice about Thai consumer behavior, explaining that it’s like a triangle with the base being affordable prices. It’s similar to the marketing strategy of an energy drink or a car brand. So, I put up a sign saying ’25 Baht per bowl,’ and the shop became incredibly popular. We couldn’t keep up with the demand!”
An unexpected event occurred during the 2011 Chinese New Year in Yaowarat. Khun Yoo described it as an unimaginable honor when Her Royal Highness Princess Maha Chakri Sirindhorn visited the shop and personally made fish balls.
“The next day, every newspaper wrote, ‘Her Royal Highness said it was delicious.’ That newspaper headline was the pinnacle.
That day, I left home as usual and was getting closer to the shop. I wondered, ‘Is there a gold sale? Has the price of gold dropped?’ Why is the line so long today? As I got closer, I realized it wasn’t a line at the gold shop—it was a line at our shop! I was stunned. The line stretched almost a kilometer.
When I reached the shop, I found that Dad had come to help welcome customers. This was the same Dad who once doubted, ‘How could you sell better than me?’ And from then on, it became the legend of Yoo Fishball.”
สมเด็จพระเทพรัตนราชสุดาฯ สยามบรมราชกุมารี ทรงปั้นลูกชิ้นปลา พ.ศ.2554
‘Quality’ is the heart of the product.
Khun Yoo mentioned that the term “Yaowarat” is a common word and cannot be registered as a trademark, which made her feel regretful about losing the name “Yaowarat Fish Balls” that food enthusiasts had affectionately called the dish. However, after running the business for a while, Khun Yoo came to accept that while branding is important, what truly matters more deeply is the quality of the product.
“Once people taste it and realize they can’t find anything like it elsewhere, they will return. Customers will know on their own. I have come to understand a deeper truth about ego. If we let go of our ego, but do things well, even without seeking recognition, people will still remember us. It’s hard to believe, but it’s true.”
In addition to maintaining the quality and deliciousness of the traditional fish ball recipe from her grandfather, Khun Yoo has also taken steps to improve the product’s standards. Her fish balls have been certified with GHP (Good Hygiene Practice) and HACCP (Hazard Analysis and Critical Control Point System) by two institutions, one in Thailand and one in Germany.
“13 years ago, I started sending our fish balls for research. We examined what goes into each fish ball, which peptides are present, how much collagen is in it, and at what temperature it can withstand. We discussed all these details, including the precise numbers and statistics, as well as the science behind it.
Even the soup has Bioactive Peptides, which are short-chain proteins that can be digested from the mouth to the small intestine. The challenge was how to make sure people get more protein and essential minerals. This is the problem we’ve been working on and trying to solve consistently.”
“We understand that the first dish is an art, but the second and third dishes are all about statistics, science, and calculations. However, how do we calculate in the most natural way possible and bring that into Yoo Yaowarat Fish Balls?
Our goal is to make each bowl of noodles more nutritious. We’ve researched and developed our recipes to the point where a single shrimp ball contains the meat of two shrimp. It’s about serving the most natural ingredients, without adding MSG or any harmful chemicals. Can we conquer nature with nature, rather than conquering nature with artificial ingredients?”
บรรยากาศภายในร้าน ‘ยู้ ลูกชิ้นปลาเยาวราช’
Set up a factory to produce ‘fish balls’ abroad.
Currently, Yoo Fishball has expanded from its original shop on Yaowarat Road to 19 other locations in Bangkok, not to mention the customers from various provinces who buy the fish balls to resell in other areas across the country.
Although there are customers from other provinces and several countries interested in franchising, Khun Yoo mentioned that the shop is not ready to expand outside the city or sell franchises. She admits that she is still not an expert in the business system but excels more in production.
“When we started exporting abroad, they realized the high shipping costs. They then invited us to set up a factory, and there are investors waiting to partner with us internationally,” Khun Yoo explained. She added that if it’s feasible, she may consider countries with abundant marine resources. Domestically, there are also plans to open a factory in the southern provinces of Thailand.
Yoo Fishball
Address: 433 Yaowarat Road, Samphanthawong, Bangkok, between Soi Plangnam and Soi Phadungdao, or about 4 minutes’ walk from MRT Wat Mangkon Station.
Signature Dishes: Fish Balls, Hoo Kwei, Shrimp Balls, Fried Taro (delicious everything)
Contact: Tel. 08 9782 7777
Facebook: YOO CHINATOWN FISHBALL
