From the success of Mogu Mogu, Thailand’s fruit juice mixed with coconut jelly which is a global hit both in the real world and Metaverse, Sappe Public Company Limited (SAPPE) recently released a new collection of 23 items for ZEPETO fans to emphasize the success of Mogu Mogu in becoming a popular lifestyle brand in the virtual world last year. SAPPE also announced good news for Thai consumers that Mogu Mogu Lichee and Peach flavors are now available in Thailand at Tops CLUB Rama 2 in response to the Mogu Mogu fever and to allow Thais to experience the world-class testiness along with people worldwide.
Sappe Chief Executive Officer, Ms. Piyajit Ruckariyapong, said Mogu Mogu, the signature fruit juice mixed with coconut jelly created by Sappe, is available in 98 countries and is popular in Europe, Asia and the Middle East particularly France, which is a key country for the Mogu Mogu brand in Europe. A large number of French people like Mogu Mogu and its popularity has reached other European countries to become a trend in the cyber world leading to record-breaking growth of sales volume. Another destination where Mogu Mogu is very popular is South Korea, where Sappe has been doing business for so long that Mogu Mogu has become the best-selling drink for several years in a row and is available across the country.
In 2022, Sappe used the “Global Influencer Marketing” to boost the sales through the famous boy band “BTS” to promote the product in the Run BTS program. Additionally, Mogu Mogu was among the partners to sponsor the K-drama “Crash Course in Romance” which was the top TV series in South Korea and listed in Netflix’s top 10 in several countries in Asia and the Middle East. Crash Course in Romance was the top hit for several weeks in a row when it was aired on South Korea’s TVN channel and TVing which is TVN’s online TV for global streaming. Both marketing campaigns have helped create an image of a global brand for Mogu Mogu, make it known wider and receive more acceptance on the world stage.
The Sappe CEO added that last year the company successfully turned Mogu Mogu into more than a drink by building it as a “Lifestyle Brand” for Gen Z worldwide through ZEPETO, a Metaverse-based social gaming application which is Asia’s biggest Metaverse platform with more than 400 million users around the world and tends to increase. We believe that this platform is worth keeping an eye on and will be more popular among the new generation as it connects the brand with players through Avatar’s lifestyle for entertainment and access to the content of global influencers. A number of global brands have participated in this virtual world like Sappe which is among the very first Thai brands to enter the Metaverse. The ZEPETO users with avatars can enjoy the new experience with Mogu Mogu by purchasing these special items of clothes for the characters available at Mogu Mogu shop in the application.
The Mogu Mogu X ZEPETO campaign last year had more than one million views and some 400,000 items in the first collection were sold. Therefore, we decided to add a new collection of 23 items to sell at Mogu Mogu shop, and we expected at least 700,000 pieces will be sold in a month after the launch. This joint experience between the brand and the ZEPETO users will help bolster Mogu Mogu’s sales volume to grow over 10%. More importantly, we also plan to bring the items from ZEPETO to produce as products for sale in the real world.
“The popularity of Mogu Mogu in foreign countries especially South Korea has an influence on Thai fans of K-Pop bands who called for Mogu Mogu to be on sale in Thailand. Thus, Sappe brought two best-selling flavors worldwide, Lichee and Peach, to sell at Tops CLUB Rama 2, a retail store with a membership system which mainly sells imported goods. This will allow Thai fans to experience the world-class deliciousness along with our customers around the world. After having the delicious refreshment, Mogu Mogu fans both in Thailand and overseas do not forget to take part in the fun activity of creating Mogu Mogu’s film templates in ZEPETO to win a lot of prizes from us,” Ms. Piyajit said.