From Homegrown Success to Homecoming: JOE WINGS Returns to Chiangmai to Launch Its Nationwide Expansion, Targeting 30 Stores by 2030
Bangkok, 14 July 2026 – JOE WINGS, the Thai healthier fried chicken brand under Pluk Phak Praw Rak Mae Public Company Limited (OKJ), has officially launched its first store outside Bangkok and its surrounding metropolitan area at Central Chiangmai, 5th Floor. The new location marks the brand’s 13th store nationwide and its first step into Thailand’s provincial market after expanding to 12 stores across Bangkok and nearby provinces within just one year. The milestone reflects the strength of JOE WINGS’ business model and signals the brand’s next phase of growth, with a roadmap to expand to 30 stores by 2030.
The opening of the Chiangmai branch is part of a strategy to position JOE WINGS as a key growth engine for OKJ Group through continuous expansion and an increased revenue share within the group’s restaurant portfolio. Currently, JOE WINGS contributes a high single-digit percentage to OKJ Group’s total revenue and serves an average of over 45,000 customers per month, underscoring the brand’s potential for long-term growth.
“Chiangmai is more than the first province we have chosen for expansion—it is where the OKJ story began. Bringing JOE WINGS here is not simply about opening another restaurant; it is about bringing one of our family’s newest successes back home. We also see this as an opportunity to thank the people of Chiangmai for their continued support of Oh Ka Jhu over the years,” said Mr. Jirayuth Puwapoonpol, Founder and Chief Agri-Intelligence Officer of OKJ Group.
Chiangmai was chosen as the first province for expansion because it has long been one of the strongest customer bases for the Oh Ka Jhu group, and because it stands as a key economic hub of the North with a diverse consumer base — locals, students, tourists, and younger generations who place a premium on food quality. This move is part of OKJ Group’s broader strategy to position JOE WINGS as one of its key growth engines, with plans to continue opening new branches steadily and increase the brand’s share of revenue within the group’s restaurant portfolio.
Mr. Jirayuth said, “JOE WINGS carries the same DNA as Oh Ka Jhu: everything starts with good ingredients. In terms of brand identity, JOE WINGS positions itself as a ‘Healthier Fried Chicken’ under the concept ‘Better Chicken. Better Oil. Better Way.’ This begins with carefully selected premium chicken raised without growth promoters or residual hormones, our signature Fresh-Coated Fried Chicken technique that freshly coats every piece per order, and the use of cooking oil lower in saturated fat. Together, these elements create a new standard for fried chicken that delivers both great taste and a more health-conscious dining experience.”
Beyond ingredient quality, JOE WINGS has developed a Modern Fast Casual concept centered around the idea of “real meals” rather than traditional fried chicken concepts. Every meal pairs its signature fried chicken with homemade dipping sauces and organic salad sourced from Oh Ka Jhu’s own farms — delivering an experience that satisfies on taste, variety, and the lifestyle of today’s consumers.
JOE WINGS now operates 13 branches across Bangkok, he surrounding metropolitan area and Chiangmai. The company plans to continue expanding steadily, both in shopping malls and at PTT Station locations, to reach consumers across a wider range of locations and further strengthen OKJ Group through a brand built to meet the needs of today’s consumers — in food quality, dining experience, and menu innovation.
To celebrate the opening of JOE WINGS Central Chiangmai, the brand is offering exclusive launch promotions:
- 7-Day Grand Opening Offer (10–16 July 2026): Buy 4 Crunch Wings and receive 4 additional pieces free for THB 119 (regular price THB 238).
- Exclusive Opening Coupons: Customers will receive promotional coupons redeemable from 10 July to 30 September 2026.
All promotions are available exclusively at JOE WINGS Central Chiangmai.