In 2007, Pulitzer Prize-winning food writer Jonathan Gold rediscovered Jitlada. Jitlada had been around for ages and was known as the first "nice" Thai restaurant in Hollywood before falling off the map due to an influx in Thai restaurants. In 2006, it was bought by a family from Southern Thailand who revamped the menu to reflect their regional cuisine. Jitlada is still open and serving up some of the spiciest curry in Los Angeles.