Bangkok: Bent Kittithach Pordongko, a rising star in the music industry, has released a new single titled "Fai Phuk Jai," inspired by traditional Isaan and Northern Thai customs. This latest offering marks a continuation of his exploration of cultural themes through music, following the success of his previous single, "Kalasin Blues," released under "Kicks Records."

According to Thai News Agency, "Fai Phuk Jai" draws on the Bai Sri Su Khwan arm-tying ceremony, which symbolizes love and care through the act of tying cotton threads around the arm. Bent Kittithach, who wrote the song himself, explains that this ceremony represents an enduring bond between hearts, a theme he explores in both the lyrics and the accompanying music video, where he takes on the lead role for the first time.

Bent shared insights into the creative process behind "Fai Phuk Jai," noting the extensive research and cultural immersion required. He emphasized the importance of understanding and adapting traditional music styles, such as Luk Thung, and mastering Thai instruments like the phin and pi phu thai to authentically convey the song's message. The collaborative effort with the production team, including the song's arranger, Jay, involved deep engagement with folk and traditional music to capture the essence of Phu Thai culture.

The song resonates with those experiencing separation from loved ones due to work commitments. Bent explains that the cotton wristband in the song symbolizes a promise and a blessing that transcends material offerings, emphasizing the enduring connection between hearts despite physical distance.

"Fai Phuk Jai" is available for streaming on all major music platforms, alongside Bent's previous release, "Kalasin Blues." The music video, produced by the "Ladplakao Boys" team, can be viewed on Bent Kittithach's YouTube channel, inviting audiences to experience the heartfelt narrative of love and separation woven into the song.