Core Insights - A number of Thai restaurant brands, including Tai Shi Shou and Xing Ye Nan Yang Cuisine, are facing significant challenges, leading to store closures and market contraction [1][15]. Group 1: Tai Shi Shou's Decline - Tai Shi Shou, once considered a leading Thai restaurant chain in China, has seen its store count drop from over 60 to approximately 20 within a year, indicating a reduction of more than 50% [2][14]. - The brand initially gained popularity by offering a unique "Thai cuisine + tea restaurant" model, featuring localized Thai street food and a vintage decor style [3][4]. - Despite a rapid expansion phase around 2020, where it opened stores in major cities, the brand has recently experienced a noticeable slowdown in new openings, with only one new store launched in 2023 [6][14]. Group 2: Broader Industry Trends - Other Thai restaurant brands are also struggling, with Xing Ye Nan Yang Cuisine reportedly closing several locations and Simply Thai facing operational difficulties, including unpaid wages and business irregularities [15][16]. - The emergence of "Thai-style small stalls" is noted, which offer a more affordable dining experience with average spending around 60-70 yuan, contrasting with traditional Thai restaurants that typically charge 120-160 yuan [18][19]. - The overall Thai restaurant market is undergoing a contraction, with a shift towards more cost-effective dining options becoming prevalent among consumers [20].

Core Viewpoint - The article discusses the decline of several Thai restaurant brands in China, particularly focusing on the case of Tai Shi Shou, which has seen a significant reduction in its number of stores and overall market presence [4][16]. Group 1: Tai Shi Shou's Decline - Tai Shi Shou, once a leading Thai restaurant chain in China, has reportedly closed all its stores in Nanjing and has been exiting multiple markets including Anhui, Hebei, Gansu, and Sichuan [5][11]. - The brand peaked with over 60 stores nationwide but has seen its store count shrink by more than half within a year, now reportedly having only 20 operational locations [15]. - The restaurant initially gained popularity through its unique "Thai + Tea Restaurant" model and social media buzz, leading to long queues at new openings [7][9]. Group 2: Broader Industry Trends - Other Thai restaurant brands are also experiencing downturns, with notable closures reported for brands like Xingye Nanyang Cuisine and Simply Thai, indicating a broader trend of decline in the Thai dining segment [16][18]. - The shift in consumer preferences towards "value-for-money dining" has impacted traditional Thai restaurants, which typically have higher average spending per customer (around 120-160 yuan) [19]. - In contrast, new "Thai-style street stalls" are emerging, offering a more affordable dining experience with lower average spending (60-70 yuan), suggesting a potential shift in market dynamics [20].