[Hong Kong, October 2024] Samsen is delighted to launch its third iteration, bringing Hong Kong’s favourite Thai cuisine to the heart of the city with the launch of Samsen Central.
[Hong Kong, October 2024] Samsen is delighted to launch its third iteration, bringing Hong Kong’s favourite Thai cuisine to the heart of the city with the launch of Samsen Central.
Since opening the first Samsen in Wan Chai in 2016 and the second one in Sheung Wan in 2019, co-founders Bella Kong and Adam Cliff have introduced legions of Hongkongers to a roster of Thai crowd-pleasers such as Samsen Wagyu beef boat noodle soup, khao soi curried chicken noodles and wok fried rice of crab meat. Now Samsen’s third outlet is bringing these beloved dishes and several mouthwatering new creations to Samsen Central.
Set a block back from the crowds of the financial, commercial and retail hub Queen’s Road Central on On Lan Street, Samsen Central channels the buzz of Bangkok’s Chinatown district in a rustic-chic venue in stark contrast to the designer boutiques, fine diners and office towers in the area.
For Executive Chef Adam and co-founder Bella, it is the fulfilment of a long-held dream to open in Central. “We’ve always had our eyes on On Lan Street years before the opportunity came up,” says Kong. “After scouring many different locations, it was the first and only one that ticked all the boxes of what we were looking for, with high ceilings and triple frontage at the base of a building housing some of Hong Kong’s best restaurants – it was fate.”
Samsen fans will easily recognize the wide, shophouse-style space with its corrugated iron awning and tall wooden doors opening onto the street that is a Samsen hallmark. With Central being designed by Studio Haig, the interiors feature tiled floors, distressed concrete walls plastered with retro posters, storage units with coloured glass panels, latticed ceiling, hanging plants, pendant lights, and a Thai vintage shophouse cabinet at the entrance. Created by multidisciplinary artist Chris Kong, the layered artwork covering the walls is populated by vintage Thai graphics mixed with 80s urban and contemporary street culture. Vintage objects found at Bangkok’s flea markets add to the warm, casual and lively mix-and-match vibe similar to that found at many of Thailand’s beloved roadside eateries.
Many familiar favourites remain on the menu including the signature Samsen Wagyu beef boat noodle soup with fresh herbs, crispy pork rind and watercress in a deliciously savoury broth that takes more than four hours to make, or slightly smoky wok fried rice studded with chunks of crabmeat, spring onions, egg and crispy garlic.
New dishes destined to become Samsen Central classics include a crispy omelette of baby oysters & spring onions that is crispy at the edges, a little gooey in the middle, and a sensation on the palate, as well as a selection of fresh stir-fries such as stir-fried live flower clams with Samsen chili jam, wok fried rice of pork & Chinese olives and crab, squid & prawns wok fried with curry powder. Aside from a new selection of stir fries, diners will also be pleased to find some new salads and desserts that will be featured only in the Central location.
For now, like the Wanchai branch, Samsen Central will not take reservations and is walk-in only. It’s best suited to small groups in search of superb food made with quality ingredients that’s served quickly. Larger groups of friends and families may find the Sheung Wan branch, which does take bookings, more suitable.
Samsen Central will be open for dinner only from 23 October 2024 and is set to open for lunch in the near future.
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Address
G/F, 18 On Lan Street,
Central,
Hong Kong
Opening Hours:
Tuesday - Thursday and Sunday 6 PM to 10 PM
Friday and Saturday 6 PM to 11 PM
Closed Monday
Website: www.samsen-hk.com
IG @samsenhk
About Samsen
The first Samsen opened in September 2016 at 68 Stone Nullah Lane, Wanchai beside Hong Kong’s iconic Blue House landmark (a government-designated Grade 1 heritage site). It specialises in a wide variety of Thai noodle dishes, one most notably being their Signature Boat Noodles of Wagyu beef, a dish that was originally served on longtail boats in canals or down back alleys of Bangkok known as “kway teow reua” (commonly known as the “boat noodle soup”), but now sold by vendors across the Thai capital.
The second Samsen opened at 23 Jervois Street in Sheung Wan, serving a wider variety of dishes including curries and stir-fries that are ideal for sharing and perfect for families. Aside from the menu, Samsen Sheung Wan also accepts bookings for groups of 6 people or more, making it the ideal location for parties and family feasts. The third Samsen location opened in Central, Hong Kong in October 2024.
About Adam Cliff
Australian-born chef Adam Cliff made the decision at the age of 17 to pursue and specialise in Thai cuisine, leading him to spend the next 20 years working in some of the world’s leading Thai restaurants, including 5 years working and managing some of Bangkok’s top eateries.
During his time in Thailand and thereafter, Adam spent extensive periods devoting his time to studying the Thai language and culture as he explored the countryside where he honed his skills in the more regional and local genres of Thai food and cuisine; skills and know-how he would later draw on when developing and envisioning Samsen. Today, Adam is a native Thai speaker and regularly frequents different regions of Thailand.
In 2013 Adam was approached by JIA Group to conceptualise and bring to life a Thai restaurant here in Hong Kong, leading him to co-found Chachawan, JIA Group’s well-known Thai restaurant specialising in Eastern Thai cuisine. Adam spent the next 2 years developing and managing Chachawan before leaving JIA Group in 2015.
Adam co-founded Hawker Group Limited with his business partner Bella Kong in 2016. In September 2016, the duo opened the first outpost of Samsen, an authentic Thai noodle house, on Stone Nullah Lane in Wanchai. Samsen quickly gained a reputation as a beloved local eatery serving expertly crafted Thai classics made with thoughtfully sourced, high-quality ingredients. The second Samsen location opened in Sheung Wan in 2019, with a strong commitment to the same core simple principles.
Under Adam's leadership and clear vision, Samsen has become a beloved destination for both locals and tourists alike, earning accolades for its exceptional service and mouth-watering menu.
The third and latest Samsen is due to open on On Lan Street in Central in October 2024.
A carefully considered drinks menu will certainly keep diner’s thirsts quenched; with many of the Samsen classics such as their fresh fruit smoothies and non-alcoholic spritzers along with several new items specially curated for Central including a selection of new cocktails such as Lychee & Coconut Gimlet, Chiang Mai Sour and the “Sap-pa-rot” Margarita as well as a more extensive wine and champagne list.
As Adam states: “My team and I cook food that we all love to eat - it’s not intimidating, it’s just great food that we really enjoy, with some of it being dishes that people are more familiar with, and other dishes maybe less so. For instance we have Phad Thai and fried rice on our menus and we’re proud of that, these dishes have stood the test of time and are popular in Thai cuisine for good reason. And at the same time we like to keep it fresh by introducing dishes to Hong Kong that are typically only reserved for the streets of Bangkok.”
The commitment to authenticity and approachability is one reason Samsen has become Hong Kong’s go-to for Thai cooking. So is the accessibility of the restaurant, where everyone is welcome. It’s not unusual to see tables of schoolchildren next to retirees or tycoons with their security detail at any Samsen and the Central location will be equally welcoming of all. In addition, being in the heart of the city makes it easier than ever for busy executives and office workers to get their daily Thai noodle soup or stir-fry fix.