How Mogu Mogu is turning Gen Z’s skip culture into a chewable moment

Sappe Public Company Limited (SAPPE) is taking its beverage portfolio to THAIFEX – Anuga Asia 2026 with a global push anchored on its “FUNNIVERSE” concept, as it positions Thai brands for sustainable international growth.

Held from 26 to 30 May at IMPACT Challenger, the showcase brings together more than 10 beverage brands under a “Space playground” booth designed to turn product discovery into an immersive experience for trade partners and consumers.

A key highlight is the global campaign launch for flagship brand Mogu Mogu, the world’s first nata de coco juice drink, under the concept “Wanna skip? You gotta chew”.

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The idea taps into Gen Z’s digital behaviour of skipping content instantly, contrasting it with everyday moments that cannot be bypassed. SAPPE said the brand aims to turn mundane experiences into enjoyable ones through its signature drink-and-chew format.

The company will also premiere the new Mogu Mogu TVC in Thailand at the event, supported by a 360-degree rollout across social media, influencer partnerships and experiential activations across multiple markets.

In the domestic market, SAPPE is refreshing its Sappe Beauti functional beverage line with a new campaign, “Drink fresh, bring back your slay,” alongside updated packaging aimed at Gen Z and young millennials. The repositioning leans into freshness, functional benefits and confidence-driven messaging as competition intensifies in the ready-to-drink and beauty-beverage space.

Beyond individual brand pushes, SAPPE is highlighting its broader strategy built on three pillars: expanding distribution, strengthening local brands, and developing global campaigns with cross-market resonance.

The company is also diversifying export markets to reduce reliance on any single region, while tailoring SKUs to local preferences and tightening supply chain and cost management amid ongoing volatility.

Looking ahead, SAPPE expects stronger momentum in Q2 2026, supported by international demand and new campaign launches, with THAIFEX 2026 serving as a key platform to deepen partnerships and accelerate global growth ambitions.

Piyajit Ruckariyapong, CEO of 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.

“We believe SAPPE continues to receive strong interest from both existing and new partners thanks to our strengths in innovation, product localisation capabilities, and flexibility in global marketing," she added. 

Piyajit also noted 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.

“Our key strength lies in creating products with clear differentiation and building emotional connections with consumers across cultures. 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," she said. 

The move reflects a wider trend of FMCG brands leaning into immersive digital ecosystems and youth-driven platforms to stay culturally relevant and deepen engagement beyond traditional marketing channels.

Earlier this year, Monde Nissin brought its SUMO mini cookies into the gaming space through a partnership with We Are Social Thailand, launching “SUMO World” on Roblox. The campaign positions the snack as “gaming fuel” for Thai youth and runs until 31 May 2026, blending gaming, community and influencer engagement during the school break period.

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