After starting several unsuccessful businesses, the owners of this Isan-style beef place gave it one last shot and named it So Jeng, or “surrender to failing” – it was a surprise hit and 40 years later, locals still frequent it for delicious budget-friendly meals and cheerful service. The no-frills shophouse setting naturally puts the spotlight on the food here, with the grilled beef sausage and the spicy clear soup with beef and beef offal shining brightest.