How Soothr’s Storytelling and Authenticity Are Redefining Thai Dining
Blending bold Thai flavors with thoughtful storytelling, Soothr has become a destination for authentic dishes and creative dining experiences in NYC—now expanding to Long Island City.
Soothr’s journey from East Village to Long Island City is more than an expansion. It’s a masterclass in blending heritage, hospitality, and high-concept branding. Here’s how this Thai noodle bar became a local legend.
Building a Brand Rooted in Recipe and Story
When Soothr opened its doors in Manhattan’s East Village in 2020, it wasn’t just another Thai restaurant. It was a love letter to Yaowarat, Bangkok’s bustling Chinatown. The name itself, “Soothr,” means “recipe” in Thai, a reminder of the team’s commitment to authenticity.
“We stay true to the recipe,” shared Ratthee. “We don’t do fusion.”
Soothr was born from a shared vision between three co-founders—Kitiya,Supatta and Chidensee—who came together through their deep roots in both the food and fashion industries. The founding team behind Soothr shares a deep connection to Thai culinary heritage, shaped by diverse backgrounds spanning regional cuisine, family traditions, and years in the beverage world. Their combined experience forms the backbone of Soothr’s menu—rooted in authenticity, yet elevated through a creative lens.
“We know how to do the marketing, the branding,” said Kitiya. “We know how to bring storytelling into the restaurant space through social media and visuals.” Ratthee added, “If you go on our Instagram, you’ll see each post has a vision—it’s not random.”
Signature Dishes That Keep Guests Coming Back
At its core, Soothr is all about the food. Their menu is packed with dishes that honor tradition while feeling fresh and unforgettable. For starters, the Jeeb dumplings—pork and shrimp steamed to perfection—are a clear favorite. The Thai-style beef salad made with stewed beef and the Had Yai fried chicken, marinated in fragrant Thai herbs, are other crowd-pleasers.
But it’s the entrées that often seal the deal. The Koong Karee, a creamy stir-fried shrimp curry, has become Soothr’s signature dish. Khao Soi—egg noodles in a rich curry broth—and Duck Noodles topped with house-made gravy and sliced duck breast round out the top three best-sellers.
As for personal picks? The team doesn’t hesitate. “Tom Yum seafood hot pot,” said Ratthee. “It’s tangy, spicy, and perfect for sharing.” Kitiya, on the other hand, swears by the Nam-Tok Moo—a boldly spiced pork blood noodle soup. “I eat it three times a week,” she said. “That’s the dish that brings in other Thai folks living in New York. It’s a taste of home.”
Desserts play a strong supporting role, too. The mango sticky rice is a summer-exclusive, served only when the fruit is in peak season. For something year-round, the mango sundae offers a playful take on the classic.
Navigating Challenges with Passion and Consistency
Running a restaurant in New York isn’t for the faint of heart—especially when you open just before a global pandemic. Soothr weathered the storm through sheer resilience and community support. “We did everything we could to survive COVID,” said Ratthee. “And once things got better, our guests came back. That’s something we’re really grateful for.”
But with loyal customers comes pressure. “The fun part is seeing regulars bring in their friends,” Ratthee explained. “But that also means we have to deliver the same or better experience every single time. It’s easy to fall short of expectations when people care this much.”
Kitiya agreed, pointing to the challenge of consistency as the restaurant’s biggest test. “Some days we seat over 700 guests. No matter how busy we get, we want everyone to feel happy with their food.”
At the heart of their approach is a clear philosophy: stay real, stay focused. “People in New York know what authentic food tastes like,” said Ratthee. “You can’t fool them. That’s why you have to know who you are and keep improving every day.”
The team’s background in hospitality helped lay the groundwork, but it’s their passion that’s kept them going. “If you don’t love what you do, you won’t last,” said Kitiya. “This industry is intense. You need to keep your energy up, stay curious, and always adapt—whether it’s new trends, ingredients, or technology.”
Expanding the Experience in Long Island City
Now, the team is preparing for their next big step: a new location in Long Island City, set to open this summer. But they’re not just copying and pasting what worked in the East Village.
“We’re not just bringing another Soothr to a different neighborhood,” said Kitiya. “We want to give our guests the full Yaowarat experience—from morning tea to late-night drinks.”
The LIC space will include multiple dining areas: a tea house vibe for daytime guests, a casual space for dinner, a luxe private dining room, a garden, and even a performance room. New dishes and cocktails will debut exclusively at this location.
“Think of our East Village spot as a side alley in Yaowarat,” said Ratthee. “This new space will feel like the entire Chinatown—busy, full of life, and always something happening from day to night.”