Sappe Public Company Limited (SAPPE) reported robust financial results for Q2/2025, with sales revenue of THB 1,548 million, up 35.5% from the previous quarter, and a net profit of THB 248 million, representing a 10.9% QoQ increase. The growth was fueled by a rebound in international orders and the success of the “Mogu Mogu Global Campaign” titled “Life’s too Short, You Gotta Chew”, combined with effective domestic marketing strategies. The company continues to prepare for external challenges while pursuing market expansion and launching new products.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of SAPPE, disclosed that Q2/2025 (April–June) sales revenue rose to THB 1,548 million from THB 1,142 million in Q1/2025, with net profit increasing to THB 248 million from THB 224 million. International markets in all regions showed strong recovery, supported by the resolution of stock backlog issues in Europe, the Middle East, and Indonesia, which restored normal order volumes. International sales reached THB 1,105 million, up 48% QoQ.
To mitigate risks amid ongoing global economic volatility and trade tensions, the company has put in place cost and expense control measures and adopted a Scenario Planning approach to quickly adapt to changes. Ms. Piyajit noted that potential headwinds include the ongoing Middle East conflict and the United States’ imposition of a 19% reciprocal tariff on Thai products, although this has limited impact as the U.S. accounts for less than 5% of SAPPE’s total revenue. The company remains committed to expanding into other high-potential markets.
The “Life’s too Short, You Gotta Chew” campaign has successfully engaged Gen Z consumers through short-format TVCs that went viral, particularly in the United States and the United Kingdom, gaining over 3 million organic views on TikTok within three days of launch. The campaign sparked extensive conversation and engagement among young consumers, resonating with values important to Gen Z. The success has since been extended to the Philippines with the launch of the “You Gotta Earn” Loyalty Program, which has attracted strong participation from local consumers.
In the domestic market, sales revenue totaled THB 443 million, up 12% QoQ, driven by strong marketing performance of the vitamin-infused drink brand B’lue, which resonated with Gen Y and Gen Z consumers, and Preaw Coffee, which penetrated the mass market through traditional trade channels with its competitive pricing, value-for-money proposition, and accessibility. SAPPE emphasizes responsible marketing by communicating product benefits truthfully and providing accurate nutritional information to encourage genuine product appreciation.
For the remainder of 2025, SAPPE plans to launch new products aligned with consumer trends to expand its customer base and strengthen brand awareness, engagement, and loyalty. The company will also continue to invest in online and e-commerce channels, which present significant growth potential, supporting its long-term goal of becoming a truly global brand.
