Soho is the brainchild of Jarukorn Quewpaisarn, who has been running Joke Club’s two branches on Sukhumvit Soi 11 and at Royal Garden Plaza, Pattaya. Located in the middle of the city, Soho is different from its sister establishments as it targets young professionals instead of families and older customers. Surrounded with floor-to-ceiling glass and furnished in black and white, the modern eatery looks like an overpriced restaurant. However, part of the restaurant’s concept is its reasonable prices. In order to cut costs and maintain fast service, Soho doesn’t emphasize artistic presentations. There are no flowers or delicately carved edible accents decorating the dishes, and waiters don’t hover over you holding the silverware for your next course. Having lived in Hong Kong for 20 years, Jarukorn is familiar with Cantonese cooking and ingredients. Most of the ingredients used in Soho are imported from Hong Kong, including soy sauce, kale and tenderloin. Jarukorn believes Hong Kong’s ingredients are unique: its soy sauce has a special odor, and unlike vegetables available locally, Hong Kong kale imparts a sweet flavor to the tenderloin. Congee, Joke Club’s the most famous dish isn’t popular at Soho, where many diners are businesspeople looking for a filling midday meal. The lunch set is a good choice here; The deals are B79 and B99 for one main dish, one soup and one drink.