Ram Fuen Fry

“Ram-fuen Fries” is an experimental culinary design project born from three distinct streams of inspiration that gradually converged into a single vision.

The First Spark: A Product Designer’s Mission

As a product designer, I have always wanted to create something deeply anchored in Chiang Rai—not by superficially pasting regional motifs onto packaging, but by allowing the product itself to embody the stories, identity, and landscape of this place. Years ago, I experimented with molding Chiang Rai’s iconic silhouettes into agar jelly. Although it couldn't be brought to market back then, that creative seed remained dormant, awaiting the right moment to sprout.

The Second Spark: Collaboration with Khun Mei

That moment arrived when I partnered with Khun Mei, whose family has crafted authentic Khao Ram-fuen (traditional indigenous pea-flour cakes) in Kad Luang for generations. Through rigorous culinary experimentation, we discovered a remarkable physical property: Khao Ram-fuen can be shaped and deep-fried without losing its structural silhouette.

The Third Spark: A Provocative Question

In a world where commercial french fries and brands like Potato Corner dominate every mall, why couldn't we have crispy, deep-fried Ram-fuen fries in Chiang Rai’s very own signature style?

The intersection of these three ideas birthed “Ram-fuen Fries” and its charismatic brand mascot, “Ram-fuen Boy.” Inspired by Lanna’s mythical Si Hu Ha Ta, Ram-fuen Boy sports a charcoal-black head with animated limbs—symbolizing raw cooking embers, local ingredients, and the playful energy of the word “fries.”

To realize the concept, we engineered the “Ram-fuen Cutter”—custom die-cast cutters shaped like Chiang Rai’s celebrated landmarks: the Si Hu Ha Ta mascot, the Chiang Rai Clock Tower, indigenous pineapples, and the White Temple (Wat Rong Khun). The cut cakes are then fried to perfection, yielding an irresistible texture that is golden-crisp on the outside and velvety-soft on the inside, served with signature dipping sauces.

For us, Ram-fuen Fries is far more than an aesthetic makeover or frying an ancient recipe. It uses Design Thinking to bridge gastronomy, character design, territorial identity, and sensory dining—pioneering exciting new horizons for traditional food while fiercely honoring its cultural roots.