SAPPE Showcases Innovation at THAIFEX 2026 with “FUNNIVERSE” Concept Launches Global Mogu Mogu Campaign and Unveils New Look for Sappe Beauti, Reinforcing Three Strategic Pillars for Sustainable Global Growth
SAPPE Public Company Limited, one of Thailand’s leading innovative beverage companies, showcased its global brand vision at THAIFEX – ANUGA ASIA 2026, Asia’s largest food and beverage trade exhibition, held from 26–30 May 2026 at IMPACT Challenger, Bangkok.
This year, SAPPE brought together more than 10 innovative brands under the concept of “FUNNIVERSE”—a combination of the words Fun and Universe. The concept reflects SAPPE’s identity as a Thai-born brand that has successfully expanded onto the global stage through innovation, creativity, and limitless fun.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of SAPPE Public Company Limited, said that THAIFEX – ANUGA ASIA 2026 serves as an important platform to reinforce SAPPE’s commitment to building sustainable global brands that resonate with consumers around the world, particularly younger generations.
Building on the space-themed concept introduced in previous years, SAPPE transformed its booth into a “Space Playground”—a creative environment designed to break traditional boundaries and invite visitors to experience a world where imagination, innovation, and fun come together. The immersive brand experience was created to strengthen connections with business partners and consumers while showcasing Thai creativity and innovation on the global stage.
One of the key highlights at this year’s event was the launch of the latest global campaign for Mogu Mogu, the world’s first fruit juice drink with nata de coco. Under the campaign theme “Wanna Skip? You Gotta Chew,” the brand speaks directly to Generation Z consumers through a relatable digital-age insight: people may be able to “skip” unwanted content online, but real-life situations cannot always be skipped.
Mogu Mogu transforms those unavoidable moments into enjoyable experiences through its unique “sip and chew” proposition. Visitors to the booth were among the first in Thailand to preview the brand’s new global television commercial (TVC), supported by a comprehensive 360-degree marketing strategy spanning social media, influencer collaborations, digital content, and experiential activities across multiple markets worldwide.
At the same time, SAPPE unveiled a refreshed identity for Sappe Beauti, one of Thailand’s most recognized functional beverage brands. The new campaign, “Drink for Yourself,” features a modern and vibrant packaging design aimed at Generation Z and young millennials seeking beverages that deliver refreshment, functionality, and self-confidence.
The company also showcased other flagship brands, including Sappe Aloe Vera and B’lue Vitamin Water, alongside a variety of new product innovations available for sampling throughout the exhibition.
“THAIFEX – ANUGA ASIA provides an excellent opportunity for us to engage with existing partners and explore new business opportunities from around the world,” said Ms. Piyajit. “We continue to see strong growth potential across Asia, Europe, Africa, and emerging markets. SAPPE’s strengths lie in innovation, product development capabilities, market localization, and the flexibility to adapt to diverse consumer needs across international markets.”
Looking ahead, SAPPE remains focused on strengthening its presence in existing markets while expanding into new high-potential territories. The company continues to leverage Mogu Mogu as its flagship growth engine while developing a broader portfolio aligned with global trends in health, refreshment, and lifestyle beverages.
SAPPE’s international growth strategy is built upon three key pillars:
- Expanding distribution channels
- Building stronger local brand equity
- Developing impactful global marketing campaigns
The company is also prioritizing markets with large young consumer populations that are highly receptive to innovative products. This includes expanding relevant product offerings tailored to local preferences, increasing brand visibility, and enhancing consumer engagement.
At the same time, SAPPE continues to strengthen supply chain efficiency and proactive risk management across logistics, sourcing, and market operations to navigate global economic uncertainties. By diversifying its export markets and maintaining close collaboration with local partners, the company aims to preserve long-term competitiveness and sustainable growth.
“Our strength lies in creating products with clear differentiation and building emotional connections with consumers across cultures,” Ms. Piyajit added. “Mogu Mogu delivers what we call ‘Tangible Fun’—a unique experience that combines delicious fruit juice with the enjoyable chewiness of nata de coco. This distinctive proposition has enabled the brand to evolve from a Thai innovation into a global snack drink available in more than 100 countries worldwide.”
For the second quarter of 2026, SAPPE expects encouraging growth momentum, supported primarily by international markets during the beverage industry’s peak season. The launch of both global and domestic marketing campaigns, together with business discussions initiated during THAIFEX 2026, is expected to further strengthen growth momentum throughout the second half of the year.
Driven by innovation, brand-building, and disciplined cost management, SAPPE remains committed to elevating Thai brands onto the global stage and delivering sustainable long-term growth.
