Khun Mae Ju Company Limited is a Phuket-based specialty food and souvenir company celebrated for its authentic Southern Thai dried seafood snacks, condiments, and dried fruits. With deep roots in local culinary traditions, the brand “Khun Mae Ju” has become a household name among domestic tourists and international visitors seeking high-quality Thai flavors. Known for its signature shrimp chin snacks and handcrafted chili pastes, Khun Mae Ju exemplifies the blend of tradition and innovation in Thailand’s regional food sector.
Core Business Activities
Khun Mae Ju Company Limited focuses on the production and retail of:
- Dried Seafood Snacks: Including crispy shrimp chin, roasted prawns, seasoned anchovies, and squid.
- Chili Pastes and Sauces: Southern Thai-style shrimp paste (kapi), nam prik, and seafood dipping sauces.
- Dried Tropical Fruits: Mango, tamarind, banana, and pineapple, either soft-dried or vacuum packed.
- Gourmet Souvenirs: Gift boxes and packaged assortments for the tourist and retail markets.
Products are primarily sold through company-owned outlets in Phuket and a network of retailers across Southern Thailand, as well as online distribution channels and travel retail points.
Unique Strengths and Specialization
- Signature Product—Shrimp Chin Snack: A unique local delicacy that combines crunch, spice, and umami, generating significant repeat purchases.
- Tourist-Focused Packaging: Attractive, tamper-proof, and travel-friendly packaging optimized for duty-free and domestic travelers.
- Artisanal Process: Most products are made using traditional recipes and small-batch processes to preserve authentic flavor.
- Local Sourcing: Seafood and raw materials are sourced directly from southern Thai fisheries and farms, ensuring freshness and regional character.
Financial and Operational Strength
As a regional SME, Khun Mae Ju does not disclose full financials publicly, but retail activity and tourism footprint indicate:
- Operates multiple flagship stores across Phuket, including in high-traffic tourist areas such as Patong and Thalang.
- Estimated monthly sales volume exceeds 50,000 product units, especially during peak travel seasons.
- According to local tourism data and retail maps, Khun Mae Ju ranks among the top 5 snack and souvenir food sellers in Phuket Province.
International Trade and Shipments
Khun Mae Ju’s products are increasingly recognized in international Asian grocery and specialty snack markets. Key export observations include:
- Online Distribution: Products available through international online marketplaces and Thai food export aggregators.
- Exports to Neighboring Countries: Niche exports to Malaysia, Singapore, and Indonesia, focusing on shrimp chin and chili sauces.
- Participation in trade expos like OTOP (One Tambon One Product) and THAIFEX – Anuga Asia, expanding its visibility to international buyers.
- Preparing for greater international rollout with vacuum-sealed packaging technology for extended shelf life.
Target Market
Khun Mae Ju’s customers include:
- Domestic Tourists seeking regional delicacies and edible souvenirs.
- International Visitors looking for premium packaged snacks and sauces.
- Retail Distributors and Gift Shops in airports, resorts, and Thai-themed retail chains.
- Importers and Wholesalers of Southeast Asian food products in the ASEAN and Asia-Pacific regions.
Capabilities and Infrastructure
- Retail Store Network: Operates several company-branded shops in Phuket including high-visibility tourist zones.
- Small-Scale Production Facility: Food-safe, manually assisted production line with quality checks.
- Product Development Team: Innovates traditional recipes for modern palates, such as low-sodium shrimp paste and gluten-free sauces.
- Logistics Readiness: Local and regional shipping partnerships for temperature-sensitive snack goods.
Certifications and Compliance
- Thai FDA Registration for all food SKUs.
- Registered under the Phuket Provincial Commercial Office as a licensed food manufacturer and retailer.
- Products often showcased in OTOP events, indicating quality certification under Thailand’s One Tambon One Product initiative.
- Uses packaging compliant with ASEAN labeling standards, including English-translated ingredients and allergy disclosures.
Customer Testimonials
“Shrimp chin from Khun Mae Ju is absolutely addictive! We always buy extra to take back to Singapore.”
– Tourist Review, TripAdvisor
“Authentic taste, clean packaging, and wonderful staff. A must-visit store for Thai snack lovers.”
– Local Travel Blogger, Phuket Food Guide
Major Achievements
- Named a Top OTOP Producer in Southern Thailand in 2022 by the Ministry of Interior.
- Featured on major Thai travel TV programs and online food channels for authentic regional snacks.
- Surpassed 1 million units sold of its shrimp chin snack since its launch.
- Ranked in the Top 10 Souvenir Brands by visitor surveys conducted in Phuket Airport retail terminals.
Khun Mae Ju Company Limited continues to deliver flavorful, authentic, and travel-friendly Southern Thai snacks while scaling up to meet international demand. With a strong brand identity rooted in quality and regional pride, the company is well-positioned to grow in Thailand’s premium snack food segment.
