"Very Thai" Music Festival Resonates at Orange Isle, TCP Group Empowers Sino-Thai Cultural Exchange
The "Very Thai" Music Festival, co-hosted by TCP Group Red Bull brand and Kuaishou, with joint support from the Tourism Authority of Thailand, landed on Orange Isle in Changsha, Hunan Province. It presented consumers with a grand carnival where musical melodies intertwined with China-Thai culture. As the inventor and owner of the global Red Bull brand and the "Red Bull" trademark, TCP Group ingeniously blended the music festival experience cherished by consumers with the innovative Red Bull spirit of "always challenging and overcoming limits," crafting a spirited and dynamic immersive experience full of Sino-Thai cultural essence. The "Very Thai" Music Festival was officially commenced in the presence of Mr. Arthayudh Srisamoot, the Ambassador of Thailand to China, Ms. Pakkanan Winijchai, Director of the Beijing Office of the Tourism Authority of Thailand, Mr. Boonrapee Damrongrat, Director of the Guangzhou Office of the Tourism Authority of Thailand, Mr. Supachai Junkeiat, President of TCP China, Mr. Wang Donghui, General Manager of Pusheng Food, and Mr. Liu Zhen, Vice President of Kuaishou Technology.
"Very Thai" Music Festival Opening
in the presence of Mr. Arthayudh Srisamoot, the Ambassador of Thailand to China (third from right), Ms. Pakkanan Winijchai, Director of the Beijing Office of the Tourism Authority of Thailand (first from left), Mr. Boonrapee Damrongrat, Director of the Guangzhou Office of the Tourism Authority of Thailand(first from right), Mr. Supachai Junkeiat, President of TCP China (third from left), Mr. Wang Donghui, General Manager of Pusheng Food (second from left) , and Mr. Liu Zhen, Vice President of Kuaishou Technology (second from right)
A blend of diverse music styles, a playful cultural exchange between China and Thailand, and an interactive array of immersive experiences... The "Very Thai" Music Festival, in its essence, focuses on various dimensions, leveraging music, culture, and branding to promote interactive Sino-Thai cultural exchange through the dynamic fusion of "music revelry" and "carnival excitement." The event venue saw the impressive presence of celebrity guests from both China and Thailand, delivering an internationally flavored musical extravaganza to the audience. Beyond the music revelry, the event also featured a distinct Thai cultural carnival experience zone, offering participants an all-in-one immersive cultural encounter encompassing food, drinks, and entertainment. Simultaneously, TCP Group integrated the essence of the Red Bull brand's "Zhenniu Spirit" into the festive summer night by establishing a Red Bull pop-up store. This pop-up store included five functional zones: interactive area, DJ zone, brand exhibition area, merchandise display area, and tasting area. This comprehensive setup provided consumers with an immersive Red Bull brand experience.
The "Very Thai" Music Festival
International music resonates at Orange Isle, as TCP Group utilizes music as a medium to promote Sino-Thai cultural exchange
The friendship between China and Thailand has a long history, dating back to the formal establishment of diplomatic relations on July 1, 1975. Both sides have maintained close cultural exchanges and economic trade ties since then. As a representative of Thai–invested businesses in China, TCP Group has its origins in Thailand and is deeply rooted in China. Since its founder, Mr. Chaleo Yoovidhya, established the first Red Bull factory in China in 1993 as a way to give back to his homeland, this year marks the thirtieth anniversary of the Red Bull brand's entry into the Chinese market. While continuously increasing its investment in China, TCP Group actively explores innovative forms of experience to contribute to friendly Sino-Thai cultural exchanges. The purpose behind the TCP Group's "Very Thai" Music Festival is to utilize international music as a medium and diverse cultural experience activities to further promote Sino-Thai economic and trade exchanges and cultural interactions. This initiative, along with TCP Group's deep involvement in its Red Bull business in China, aims to foster greater economic ties and cultural exchange between China and Thailand.
TCP Red Bull Pop-up Store at "Very Thai" Music Festival
Mr. Arthayudh Srisamoot, the Ambassador of Thailand to China, stated, "Thailand and China have always been close and friendly neighbors, and the Thailand-China Community with Shared Future has defined the direction of the bilateral relationship in the new era, adding new connotations of 'China and Thailand as close as one family'. This new direction has broadened the scope for cooperation between the two nations, fostering even closer exchanges at various levels and strengthening practical collaboration across different sectors. Moreover, the construction of the Thailand-China Community with Shared Future continues to deepen and solidify. In particular, bilateral cultural exchanges have become an important highlight in Thailand-China relations. The ‘Very Thai’ Music Festival, as a brand-new attempt by Thai companies investing in China to promote Thai-Chinese cultural exchanges, is believed to be an important supplement to further promote economic cooperation, deepen cultural exchanges, and enhance people-to-people friendship between Thailand and China.”
Ambassador of Thailand to China and Tourism Authority of Thailand Visited the Red Bull Pop-up Store
Mr. Saravoot Yoovidhya, CEO of TCP Group, remarked, "Thailand and China share a friendship that spans over a thousand years. This year coincides with the tenth anniversary of the Belt and Road Initiative, in which Thailand plays a significant role as a country along the Belt and Road. Additionally, with the Regional Comprehensive Economic Partnership (RCEP) in effect for over a year now, and various policy advantages in play, the space for economic and trade cooperation between China and Thailand continues to expand. TCP Group's confidence in the Chinese market is stronger than ever. As one of the representatives of Thai-invested enterprises in China, TCP Group has announced cumulative investments totaling 3.3 billion yuan over the past two years. We are committed to deepening our presence in the Chinese market through concrete actions, further advancing the deep integration of Sino-Thai economic, trade, and cultural exchanges."
Innovative marketing activities empower the Red Bull brand, inspiring consumers with the "Go Beyond, No Limits" as the Zhenniu Spirit to push boundaries
As a leading food and beverage company in Thailand, TCP Group has been a key player in the energy drink industry for over six decades. Though consistent launches of high-quality products and a commitment to meeting consumer demands, TCP Group continues to enhance the Red Bull brand by infusing it with new value. On the product front, TCP Group continually enriches the Red Bull product portfolio. Beyond the classic Red Bull® Vitamin Flavor Drink, TCP Group introduced the innovative concept of "sugar-free and burden-free" to energy drinks. The launch of the "zero sugar fruit flavor Red Bull® Vitamin Energy Drink," available in passion fruit and mixed fruit flavors, provides consumers with diverse and personalized choices.
On the marketing side, TCP Group has embraced a series of #Red Bull’s Got Your Back# brand campaigns that resonate with the attitudes of the new generation, encouraging the pursuit of dreams and the spirit of challenging oneself to break limits. This motivates individuals to live with a passionate attitude and become "True Red Bull". During the "Very Thai" Music Festival, TCP Group has leveraged the Zhenniu Spirit of “Go Beyond, No Limits” to connect with consumers and created a multifaceted playground of limitless energy, excitement, and music, using Red Bull® Vitamin Flavor Drink and Red Bull® Vitamin Energy Drink as bridges. This not only brings the brand closer to consumers but also rejuvenates the Red Bull brand with a fresh vitality.
Red Bull® Vitamin Flavor Drink
Red Bull® Vitamin Energy Drink
Mr. Supachai Junkeiat, President of TCP China, expressed, "In recent years, TCP Group has been committed to continuously enriching and innovating the Red Bull product portfolio based on diverse consumer needs and emerging consumption trends. We are simultaneously infusing the Red Bull brand with new value. The 'Very Thai' Music Festival organized by TCP Group is aimed at conveying the Zhenniu Spirit to everyone in a way that resonates with their lifestyle attitudes. In the future, we hope to further empower the Red Bull brand by offering high-quality products tailored to the preferences of Chinese consumers and engaging in a variety of marketing activities. This approach will not only continue to strengthen the Red Bull brand but also create new value for consumers, thereby jointly 'unleashing potential and co-creating a better future'."
