Sappe Public Company Limited (SAPPE), one of Thailand’s leading innovative beverage companies, is showcasing its global brand potential at THAIFEX – ANUGA ASIA 2026, Asia’s largest food and beverage trade show, taking place from 26–30 May 2026 at IMPACT Challenger, Muang Thong Thani.
This year, SAPPE is bringing together more than 10 innovative beverage brands under the concept of “FUNNIVERSE” — a combination of the words Fun and Universe — reflecting SAPPE’s identity as a Thai brand growing onto the global stage through innovation, creativity, and limitless fun.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of Sappe Public Company Limited (SAPPE), said that THAIFEX – ANUGA ASIA 2026 serves as an important platform for reinforcing SAPPE’s direction in building global brands that connect with new-generation consumers worldwide.
The booth concept this year evolves the idea of a futuristic spaceship into a “Space Playground,” designed to break traditional rules and boundaries while delivering fresh and exciting experiences for visitors. The immersive brand experience aims to connect directly with both consumers and business partners, while also showcasing Thai Pride on the global stage.
One of the key highlights this year is the launch of the latest global campaign for SAPPE’s flagship brand “Mogu Mogu,” the world’s first nata de coco juice drink, under the concept “Wanna Skip? You Gotta Chew.”
The campaign is designed to connect with Generation Z consumers worldwide through consumer insights reflecting today’s digital lifestyle, where people are used to “skipping” unwanted content instantly — while in real life, not every moment can be skipped. Mogu Mogu positions itself as a fun companion that helps turn boring or unavoidable moments into enjoyable ones through its unique “drink and chew” experience.
At THAIFEX 2026, SAPPE will premiere the brand-new Mogu Mogu TVC in Thailand for the first time, supported by a 360-degree marketing strategy spanning both online and offline channels, including social media, influencer collaborations, and experiential brand activities across multiple global regions.
Meanwhile, in the Thai market, SAPPE is refreshing its popular functional drink brand “Sappe Beauti” with the new campaign “Drink Fresh, Bring Back Your Slay,” featuring vibrant new packaging designed to resonate with Generation Z and Young Millennials seeking beverages that deliver freshness, benefits, and confidence.
The company is also showcasing other key brands including Sappe Aloe Vera, B’lue vitamin water, as well as several newly launched products available for tasting within the booth.
“THAIFEX – ANUGA ASIA 2026 represents a valuable opportunity for us to meet business partners from around the world, particularly in high-growth regions such as Asia, Europe, Africa, and emerging markets,” Ms. Piyajit said.
“We believe SAPPE continues to receive strong interest from both existing and new partners thanks to our strengths in innovation, product localization capabilities, and flexibility in global marketing.”
Ms. Piyajit added that SAPPE’s international strategy for 2026 continues to focus on strengthening existing markets while expanding into new high-potential markets, with Mogu Mogu serving as the key growth driver.
The company is also expanding other product portfolios to align with global health, refreshment, and lifestyle trends through three key strategic pillars:
- Distribution expansion
- Building strong local brands
- Developing global campaigns that resonate across multiple countries
In addition, SAPPE is targeting markets with large young consumer populations that are highly open to innovative products. The company plans to expand product SKUs tailored to local market preferences, strengthen brand visibility, improve supply chain efficiency, and proactively manage risks related to market volatility, logistics, and costs amid global economic uncertainty.
SAPPE has also diversified its export markets across multiple regions to reduce dependency on any single market, while working closely with local partners to monitor situations and adapt business strategies flexibly for long-term competitiveness.
“Our key strength lies in creating products with clear differentiation and building emotional connections with consumers across cultures,” Ms. Piyajit said.
“In particular, Mogu Mogu delivers ‘Tangible Fun’ through the combination of refreshing fruit juice and chewy nata de coco texture, allowing the brand to grow from a Thai beverage into a Global Snack Drink available in more than 100 countries worldwide.”
Looking ahead, SAPPE sees positive growth momentum in the second quarter of 2026, supported mainly by international markets during the beverage industry’s high season, alongside the launch of new global and domestic campaigns.
The company believes that THAIFEX 2026 will further strengthen marketing momentum through meetings with existing and new business partners, while SAPPE continues driving sustainable global growth through innovation and efficient cost management.
