🔄 Updated 21 Jun 2026
What sets Roi Et souvenirs apart is that they're genuinely made from local know-how, not stuff hauled in from elsewhere and slapped with a province label. Thung Kula Rong-Hai jasmine rice is the star, carrying a GI mark that certifies where it's grown. The ferments — pla som, naem and jaew bong — are old Isan ways of preserving food that people have made for generations. We've rounded up what's worth buying and where to find it in town.
Thung Kula Rong-Hai jasmine rice — the number-one souvenir
Thung Kula Rong-Hai is a wide plain spread across five provinces — Roi Et, Maha Sarakham, Yasothon, Sisaket and Surin — with Roi Et sitting at its heart. The salty soil and the climate here actually give the jasmine rice grown on it an extra-fragrant aroma and a softer texture, which is why it earned a Geographical Indication (GI) registration back in 2007.
Check the GI mark before you buy
Genuine Thung Kula Rong-Hai rice carries a GI mark or the name Thung Kula Rong-Hai Thai Hom Mali Rice on the bag. In a supermarket, look for brands that clearly state Roi Et as the growing area, such as A-rice or Tung Kula 101. Don't just grab any bag that says jasmine rice and nothing more.
A 5 kg vacuum-sealed bag runs about 200–280 THB depending on the brand and harvest season. If you want the truly local stuff, look for rice from co-ops or community enterprises in the districts ringing the Thung Kula plain — it can be cheaper and fresher than what's on supermarket shelves.
Want to taste deeper? Try a Roi Et food tour or cooking class
Half a day with a local who knows the lanes — or cooking a dish yourself — teaches you more than just eating. Book ahead on Klook or GetYourGuide.
Homemade ferments — pla som, naem, kun chiang
This is the group Roi Et locals actually carry when they visit relatives in other provinces. These ferments keep reasonably well if refrigerated, and the flavors are hard to copy outside Isan. We've ordered them by how popular they are and how well they travel.
Boneless pla som (fermented fish)
Barb fish fermented with rice and salt until it turns mildly sour, then fried up to eat with hot rice — boned and easy to enjoy. It's the best-seller of the ferment group. Roi Et's production hub is around Selaphum district along the river.
Naem mu / naem rib
Ground pork fermented with rice and garlic until sour, wrapped in banana leaf or bagged. Eat it raw or grilled; the rib version has soft cartilage that's fun to chew. The well-known shops in town make it fresh and sell it daily.
Kun chiang (Chinese sausage)
A sweet-savory Chinese-style pork sausage, sliced and fried to eat with rice porridge or steamed rice. It keeps far longer than naem or pla som, so it's good for long trips — the safest bet if you're worried a ferment might spoil on the way.
Mu yo (pork sausage)
Finely ground pork wrapped in banana leaf and steamed, with a springy bite. Slice and eat it plain or dip it in jaew. It usually sits alongside naem and kun chiang in the same souvenir shop — kids eat it and adults like it.
Mu daet diao / mu thup (sun-dried pork)
Marinated pork sun-dried then fried — crisp outside, tender inside. Snack on it or eat it with sticky rice; the mu thup version is flatter and crispier. It keeps longer than fresh ferments, making it a good backup souvenir next to kun chiang.
Mu yong (crispy pork floss)
Pork shredded fine and seasoned until dry and fluffy — sprinkle it over rice porridge or use it in sandwiches. It keeps the longest of anything in the same shop, weighs almost nothing, and flies just fine.
Getting ferments home in one piece
Pla som and naem are fresh ferments that should stay cold the whole way. If your trip runs more than 3–4 hours, ask the shop to pack them in a foam box with ice or gel packs. Kun chiang, mu yong and mu thup are fine at room temperature — no problem carrying them on a plane or tour bus.
Jaew bong, pla ra and Isan chili dips
If you want the souvenir that screams Isan the loudest, it has to be jaew bong — a fermented-fish chili paste stir-fried with herbs until thick and aromatic. It pairs with sticky rice, fresh veg or grilled rice cakes. Roi Et has several OTOP jaew bong makers, some rated five stars, packed in tubs that are easy to carry and keep well.
- Jaew bong (cooked fermented-fish paste) — stir-fried and cooked, so the smell is milder than raw pla ra; fine to carry on a plane, roughly ฿50–90 a tub
- Seasoned pla ra / pla ra tuang — for people who make their own som tam; choose tightly sealed bottles so it doesn't leak
- Loaded pla ra chili dip — milder than jaew bong, suits both kids and adults, good for sharing with a crowd
Where to buy souvenirs in downtown Roi Et
Edible souvenirs are easy to find downtown, especially around Bueng Phlan Chai and the souvenir-shop streets. We've gathered the spots locals actually go to and that are convenient for travelers to swing by.
Nok Noi (Rat Uthit Road)
A long-running souvenir shop in the center of town with naem, naem rib, sausage, kun chiang, mu yo, sun-dried pork and pork floss all under one roof. Open early from 5 a.m. until evening, near Bueng Phlan Chai — easy to stop by before you head home.
Aroi Jang (Prem Pracha Rat Road)
A souvenir shop stocking lots of things in one place — kun chiang, mu yo, naem and carry-out favorites from well-known makers. There's parking, so it's handy for a one-stop run before you leave town.
Ho Hwot 101, floors 2–3
The landmark observation tower in Somdet Phra Srinagarindra Park beside Bueng Phlan Chai. Floors 2–3 have a souvenir and gift zone, open 9 a.m.–7 p.m. — take in the view, then shop for souvenirs right after.
Markets/shops around Bueng Phlan Chai
The downtown area around the lake is dotted with souvenir shops and stalls selling pla som, jaew bong and Thung Kula rice. You can compare prices across several vendors — good for an evening stroll.
Where to buy Thung Kula rice for sure
For convenience, big supermarkets in town like Big C carry brands that clearly state Roi Et as the growing area. But if you want fresh rice straight from the farmers, look for agricultural co-ops in the districts around the Thung Kula plain — the price can be better and you get to talk to the growers directly.
How to shop Roi Et souvenirs smart
- Separate fresh ferments from dry goods — pla som and naem need refrigeration, while kun chiang, mu yong and rice carry easily; plan around your travel distance
- Buy rice last — a 5 kg bag is heavy, so grab it near the end so you're not lugging it around all day
- Ask for a taste if you can — jaew bong and pla som vary by maker; market shops usually let you sample, so pick the one you like before buying a lot
- Check the ferment/production date — the older a ferment, the sourer it gets; if you prefer it less sour, choose a freshly made pack
Plan a full eat-and-explore trip to Roi Et
See the Roi Et travel guide →