SAPPE Launches Global Mogu Mogu Campaign At THAIFEX 2026

Sappe Public Company Limited (SAPPE) has launched its “FUNNIVERSE” concept at THAIFEX – Anuga Asia 2026, leveraging the platform to boost its beverage portfolio and accelerate global growth ambitions.

The company is showcasing more than 10 beverage brands at the trade event with an immersive product discovery experience for consumers and business partners at a “Space Playground”-themed booth.

The highlight of the SAPPE showcase is the global launch of a new campaign for its flagship brand Mogu Mogu, said to be the world’s first nata de coco juice drink.

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Gen Z Focus:

The campaign, called “Wanna Skip? “You Gotta Chew” plays into Gen Z’s instant skipping habit of digital content, while positioning Mogu Mogu as an experience you can’t skip.

The campaign is designed to make every moment more fun with the brand’s signature combination of fruit juice and chewy nata de coco, SAPPE said. 

The company will also debut a new Mogu Mogu TV commercial in Thailand during the event, supported by a 360-degree marketing campaign across social media, influencer partnerships and experiential activations across international markets.

SAPPE is also refreshing its domestic functional beverage brand Sappe Beauti with a new campaign, “Drink Fresh, Bring Back Your Slay,” as well as updated packaging to appeal to Gen Z consumers and young millennials, alongside Mogu Mogu.

The repositioning will focus on freshness, functional benefits and confidence-led messaging as competition heats up in the ready-to-drink and beauty beverage categories.

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Global Growth Strategy:

Alongside its individual brands, SAPPE also used THAIFEX 2026 to outline its wider international strategy, which is focused on growing distribution networks, growing local brands and developing global campaigns that will resonate in multiple markets.

The company also is diversifying export markets to reduce reliance on any one geography while customising products to local preferences and bolstering supply chain efficiency amid ongoing market volatility, it said.

Piyajit Ruckariyapong, Chief Executive Officer of SAPPE, said THAIFEX serves as an important platform for reinforcing the company’s vision of building globally relevant brands.

“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 said.

Ruckariyapong added that Mogu Mogu remains the company’s primary growth engine as it seeks to deepen its presence in existing markets while expanding into new high-potential regions.

“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,” she said.

The brand is now in more than 100 countries across the globe, the company says.

SAPPE expects to see a stronger momentum in the second quarter of 2026, buoyed by international demand and the launch of new campaigns, with THAIFEX serving as a platform to strengthen partnerships and speed up overseas expansion.