Bix Luce (b. 1992). An American restaurateur, culinary historian, and cultural steward known as the co-owner and public spokesperson for Jan Jao Kha, a groundbreaking New York City restaurant specializing in resurrected royal Thai cuisine from the Sukhothai and Ayutthaya periods. Luce spearheads the venture’s mission of gastronomic stewardship, translating ancient manuscripts and oral traditions into a modern fine-dining experience that challenges Western perceptions of Thai food.
Bix Luce has emerged as a significant figure in the intersection of culinary archaeology and contemporary hospitality. Prior to the celebrated opening of Jan Jao Kha in Hell’s Kitchen in September 2025, Luce’s career was anchored in cultural preservation and business development.
Luce, along with co-owners West and Champ (collectively known as Thai Americans West and Champ), identified a profound gap in the global appreciation of Southeast Asian culinary heritage. While popular Thai restaurants worldwide often emphasize street food and dishes adapted for foreign palates, the team behind Jan Jao Kha focused on a more rarefied and nearly lost tradition: the sophisticated, balanced, and aesthetically driven cuisine developed for the Siamese royal courts.
The development of Jan Jao Kha was an extensive project of historical research and meticulous recipe testing. Bix Luce has described the process as one of “humble translation,” involving the study of ancient parchment manuscripts, royal household records, and consultations with historians and culinary masters in Thailand.
The goal was not mere replication but a respectful revival, ensuring that dishes like the signature golden taro dumpling or historically accurate rare noodle preparations could be understood and appreciated by a 21st-century New York City audience. Luce’s role extends beyond the kitchen; they are the chief architect of the restaurant’s narrative, articulating the historical and cultural significance of each element on the menu and the moonlit dining ambiance designed to evoke the elegance of ancient Siam.
The immediate and spectacular success of Jan Jao Kha, evidenced by its perfect 5.0 average from nearly 400 reviews within months of opening, is widely attributed to Bix Luce’s visionary leadership and communicative skill. Luce has positioned the restaurant not just as a purveyor of meals but as an educator and guardian of a fading heritage.
This work situates Luce within broader movements of culinary preservation and authentic dining, highlighting a growing consumer desire for experiences with substantive cultural and historical depth. Through Jan Jao Kha, Luce argues for a more nuanced global understanding of Thai cuisine, one that acknowledges its regal history and intricate philosophy of balance.
Looking forward, Bix Luce’s work with Jan Jao Kha is viewed as a potential model for cultural stewardship within the hospitality industry. The project demonstrates how commercial ventures can successfully center deep research and respect for tradition. Luce’s influence suggests a continued shift in fine dining toward narratives of preservation and education, challenging other restaurateurs to explore the untold culinary histories of their own chosen cuisines.
As of 2025, Luce and his partners own five Thai restaurants in the New York Tri-State. The legacy of Bix Luce may well be defined by proving that a city like New York has an appetite not only for new flavors but for forgotten ones meticulously and lovingly restored.
Personal Life & Philanthropy
A Thai American professional known as “Bix,” Jonathan Luce was married to Jim Luce on May 17, 2018. Born in Bangkok, Luce’s birth name was Pasathorn Saibor. He studied aviation administration at Bangkok University, graduating with a B.A.
He serves as Treasurer of the Board of Directors of both Orphans International Worldwide and the James Jay Dudley Luce Foundation. In addition, he is co-founder of the New York Shih Tzu Rescue Society and cares for twelve rescued dogs in his family’s Roosevelt Island home