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The Yasothon native who's better known as comedian Mum Jokmok not only promotes Isaan culture in his latest celluloid offering "Yam Yasothon 2", he's also targeting small-screen viewers with his sitcom "Love Factory". It airs on Saturdays at 2 on Channel 3. Produced by his Bangfai Studio - named after the famed rocket festival of Yasothon - "Love Factory" has the multi-hyphenate Mum directing and writing the teleplay. Notably, it's the first TV series to be broadcast in the Isaan dialect. It has Thai subtitles.

"Love Factory" stars Achiraya "Noo Jaa" Peerapattarakunchaya as Khaopun, a smart Isaan girl who follows the path of many before her - migrating from the Northeast to Bangkok to work in a factory. Working for a leather-goods manufacturer, she finds herself falling in love with her boss Thana (Nathapol "Tai" Leeyavanij), the handsome young son of the factory's owner.

Along with satire, Mum portrays the balance of local and global cultures. A labour compromise has the workers adapting to new technologies while teaching their foreign-schooled boss a bit of Thai wisdom.

Supporting players include comic actress Sudarat "Tukky" Butrprom as Khaopun's best friend, luk thung singer Surachai Sombatcharoen as Sia Lee, the factory's owner, and Mum himself as Boontin, the factory's janitor.