Thai beverage innovator Sappe PCL (SAPPE) is making waves at THAIFEX – ANUGA Asia 2025, Asia’s leading food and beverage trade fair, with the global launch of its bold new campaign for Mogu Mogu, the brand credited with pioneering the “Snackable Drink” category.
Unveiled under the tagline ‘Life’s Too Short, You Gotta Chew’, the campaign signals SAPPE’s strategic ambition to “reshape the global beverage experience by blending taste, texture, and lifestyle in one fun and refreshing product” while strengthening its brand presence in over 100 countries.
The official campaign launch is taking centre stage at Booth 1-QQ01, Impact Challenger Hall 1 in Muang Thong Thani, Bangkok, Thailand, where SAPPE is showcasing the world’s first Snackable Drink, a concept it created and popularised.
Mogu Mogu, known for its signature nata de coco bits and fruity flavour combinations, has gained a cult following among Gen Z consumers seeking drinks that blend fun, refreshment, and texture.
The phrase ‘Life’s too short, You Gotta Chew’ isn’t just a slogan — it’s a lifestyle movement that creates joy in every sip and chew that turns “ordinary days into chewable fun”.
The campaign launch is being backed by a dynamic global media rollout supported by three vibrant new TV commercials. It highlights Mogu Mogu’s playful, upbeat personality and connects with today’s young consumers who seek Social Connection, FOMO (Fear of Missing Out), Instant Gratification, and a lifestyle filled with fun and spontaneity.
Mogu Mogu’s global footprint continues to expand, with SAPPE working with key partners in major international markets and setting its sights on growing the campaign’s global reach with the brand’s growing fan base, including in South Korea, the Philippines, France, and the United Kingdom.
The company, which was recently added to Thailand’s SET100 index, reported overseas revenue accounting for more than 70 per cent of its total earnings in 2023, and international sales accounting for 80 per cent of total sales last year, underscoring its international success.
“We don’t just export beverages. Our mission is to build a brand from Thailand that leads with innovation, offers new excitement and drinking experiences to consumers, and brings positivity into people’s everyday lives,” said Piyajit Ruckariyapong, chief executive officer of SAPPE.
SAPPE’s vision is aligned with shifting consumer trends in Asia and beyond — including a growing appetite for healthier, low-calorie, fun-to-consume drinks. The brand’s unique selling point lies in its combination of natural juice and chewable nata de coco, positioning Mogu Mogu between traditional beverages and snacks.
Spotlight at THAIFEX – ANUGA Asia 2025
Organised by Thailand’s Department of International Trade Promotion (DITP) in partnership with the Thai Chamber of Commerce and Koelnmesse Germany, THAIFEX – ANUGA Asia 2025 runs from 27–31 May 2025, bringing together top food and beverage innovators from around the world.
In a statement issued to the press, SAPPE said their consistent participation in THAIFEX – ANUGA ASIA for over a decade reflects the company’s commitment to becoming a creative force in the global beverage industry, driven by bold ideas, cultural connection, and consumer empathy.
“Under the concept of ‘Mission to Mars’, SAPPE’s exhibition booth is designed to resemble a spacecraft transporting over 10 beverage brands from Thailand on a journey into the future. The concept symbolises bold creativity, forward thinking, and the ambition to share Thai-made innovations with consumers worldwide,” stated SAPPE in the statement.
SAPPE’s booth has attracted strong interest from international buyers, distributors, and industry media eager to see how the brand continues to fuse Thai creativity with global trends.
Mogu Mogu’s rise as a cross-cultural beverage success story underscores Thailand’s growing role as a launchpad for food and beverage innovation in Asia. With SAPPE leading the charge, the regional industry is watching closely to see how Asia’s “Snackable Drink” could become the next mainstream refreshment globally. For more information about SAPPE at THAIFEX, visit: www.sappe.com.
