Bangkok: Boy Peacemaker (Boy Anuwat) and Jeab Pichittra, the dynamic couple behind the popular restaurant chain Gotoku by Shabu King, are adjusting their business strategy to navigate the economic challenges arising from the ongoing Iran-US conflict. Despite the geographical distance from Thailand, the conflict's economic impact is being felt locally, prompting consumers to tighten their belts.

According to Thai News Agency, Boy and Jeab have observed increased costs for ingredients and food packaging as a result of the conflict. Determined not to pass these costs onto their customers, they have opted to maintain their pricing and quality standards. To offset the financial strain, they are leveraging marketing strategies and offering both   la carte and buffet options at their two restaurant branches. Furthermore, they are advocating for energy conservation, encouraging practices such as carpooling.

In addition to their business endeavors, Boy and Jeab shared insights into their personal lives, which have endeared them to fans. Jeab recounted how Boy has been attentive to her needs due to his demanding workload. To support him, she ensures he takes his vitamins and reminds him to apply sunscreen. Boy humorously shared anecdotes about Jeab's spirited interactions with doctors, highlighting her quiet yet determined nature. Despite her research and preparation, Jeab acknowledges the ultimate reliance on medical professionals for treatment.