When I moved to Thailand permanently in 1997, it wasn’t just the beaches, the climate, or the business opportunities that drew me in—it was the food. I was head-over-heels in love with Thai cuisine. So much so, I opened SAMSARA Pub & Grill on Beach Road Pattaya, a high-end fusion restaurant that celebrated the bold, the beautiful, and the utterly addictive flavors of Thailand.
And yet, even today, I hear the same tired excuse from newcomers:
“Thai food is too spicy.”
Nonsense.
Thai Food Isn’t Just Spicy—It’s Symphony
Thai cuisine is one of the most diverse, balanced, and emotionally expressive food cultures in the world. From dishes with zero heat to those that whisper spice rather than scream it, there’s something for every palate. It’s not just about chili—it’s about harmony: sweet, sour, salty, bitter, and umami, all dancing together in perfect rhythm.
MSG, Oil & Sugar: The Real Talk
Yes, Thai kitchens use MSG. Yes, they love their sugar and oil. But let’s not pretend Western fast food is any cleaner. The difference? Thai food is fresh. Ingredients are pulled from nature—lemongrass, galangal, kaffir lime, holy basil, fresh seafood, and tropical fruits. You taste the land in every bite.
Street Food: The Real Michelin Stars
Forget white tablecloths. Thailand’s best meals are served from carts and roadside grills.
Big portions
Freshly cooked
Dirt cheap
Explosively flavorful
From grilled pork skewers to papaya salad, from boat noodles to mango sticky rice, this is food that feeds the soul, not just the stomach.
A Feast for the Eyes
Thai dishes aren’t just delicious—they’re gorgeous. Colorful herbs, vibrant vegetables, and artful plating turn every meal into a visual celebration. It’s no wonder Thai food dominates Instagram feeds and travel blogs.
The Best Food in the World?
Ask any seasoned traveler or expat and you’ll hear it: Thai food is consistently ranked among the world’s most appreciated cuisines. It’s not just a meal, it’s a memory, a mood, a moment.
So yes, I came to Thailand for the food. And I stayed for everything else that came with it. Whether you’re investing in property, exploring new lifestyles, or just passing through—don’t miss the chance to fall in love with Thai cuisine. It’s not just spicy. It’s spectacular.
About the Author
KC Cuijpers is the Managing Director & CEO of Town & Country Property and has proudly called Pattaya home since 1997. What first drew him to Thailand wasn’t business—it was the food. The flavors, the freshness, the fearless combinations sparked a passion that led him to open SAMSARA Pub & Grill, a fusion restaurant on Beach Road Pattaya.
Over the years, KC’s journey evolved from culinary exploration to real estate leadership. He’s helped thousands of expats discover the truth about living in Thailand—not through headlines, but through lived experience. Whether it’s finding the perfect villa or the perfect bowl of tom yum, KC brings candor, humor, and hard-earned perspective to every conversation.
