Thai influencer Gun Jompalang (Gun the Superpower) has turned his sights on the Cambodian border with a viral stunt that has supercharged his celebrity status – but risks reigniting an international conflict.
Known to millions of followers for his boisterous energy, oversized bowls of noodles, and a larger-than-life persona, Gun – or Kanthat Phongpaiboonwet – has unleashed the latest barrage in Thailand’s simmering dispute with its eastern neighbour.
In recent weeks, videos shared on social media show Kanthat erecting loudspeakers along the border and blasting eerie sounds late into the night. The ghostly shrieks are meant to frighten off Cambodians trying to encroach on Thai soil, the influencer explained.
However, his “activism” has drawn sharp criticism from rights advocates, notably Senator Angkhana Neelapaijit, a former Thai National Human Rights Commissioner. She argues that the ghoulish wails could be classified as psychological torture under international law.
Cambodia’s strongman and former leader Hun Sen agrees. On October 11, Cambodia lodged a complaint with the Office of the United Nations High Commissioner for Human Rights, saying the “intense, high-pitched noises” were a form of “psychological intimidation and harassment”.
Kanthat, however, remains defiant, insisting his actions are motivated by patriotism – a stance that has won firm support from his Facebook followers - which number over 9 million. He also appears to have the backing of Thai political leaders.
He is reportedly close to Agriculture Minister Thammanat Prompow, while Prime Minister Anutin Charnvirakul has publicly praised him for delivering aid to villagers in the border zone.
Clashes broke out on the Thai-Cambodian border on July 24, killing dozens, including civilians. Though a ceasefire was agreed upon four days later, tensions remain high, with both sides accusing each other of violating the truce.
From noodle vendor to social star
Kanthat’s popularity has been fuelled by a rags-to-riches backstory. Hailing from a humble background, he describes how he practically raised himself after his parents separated. He dropped out of school and took up a string of small jobs, from market worker to motorcycle-taxi driver.
However, his break came in his early 20s, when he opened a noodle stall in Bangkok. His gimmick – “extra-large portions” because he had a large appetite himself – quickly earned a large following.
The business, Bamee Jompalang, expanded fast, with stalls popping up across the city and turning him into a social-media celebrity. At 27, he was earning around 2 million baht a month from noodles.
However, his path to success hit a roadblock when he lost about 2 million baht in profits to dishonest workers and faced violence while trying to recover the money. He reported attacks on his stalls to police but said they failed to take action.
He then took his plight to social media, which resulted in him being accused of slander and charged under the Computer Crimes Act. This, he said, opened his eyes to the struggles ordinary Thais face when seeking justice.
“I vowed that when I became rich and successful, I would speak up for those who have no voice,” he said.
Hero or troublemaker?
In recent years, the self-styled “warrior for justice” has drawn both praise and criticism. Supporters hail him as a defender of the poor against powerful interests. He famously supported an elderly couple in a road-rage case against the son of an influential political family in Pathum Thani.
Critics, however, accuse him of flouting the law and undermining human rights. Questions have also surfaced about his sway with authorities, especially after photographs emerged of him walking alongside military personnel at the border.
His popularity, however, remains undeniable. His following on Facebook dwarfs that of many established politicians and activists, including Senator Angkhana, who boasts only 16,000 followers.
Life beyond the lens
Now 35, Kanthat is married to Lalita Hongsamat, a regular beauty pageant participant, and they have a young daughter.
Lalita has spoken of her fears for her husband’s safety but says she admires his determination stand up for the weak. Kanthat, in turn, says he backs his wife’s decisions, including her participation in a beauty pageant last year.
