On June 21, the Thai Festival in Beijing 2024 kicked off in Sanlitun, Beijing. As the largest annual Thai cultural event in Beijing, this year's festival was co-hosted by the Royal Thai Embassy in China, the Foreign Affairs Office of the People's Government of Chaoyang District in Beijing, and the Sanlitun Sub-district Office of the People's Government of Chaoyang District in Beijing. The three-day event aimed to promote Sino-Thai economic exchanges and cultural interactions, and to jointly welcome the 50th anniversary of the establishment of diplomatic relations between China and Thailand in 2025. Additionally, the festival offered consumers the opportunity to experience Thai products and services, stimulating consumption vitality. Mr. Chatchai Viriyavejakul, the Thai Ambassador to China, attended the opening ceremony and kicked off the event. As a representative of Thai enterprises in China, TCP Group Red Bull Brand brought rich and diverse energy support to this cultural exchange feast.

Thai Festival in Beijing 2024 Successfully Held

Thai Festival in Beijing 2024 is not only a cultural feast, but also a symbol of the exchange and friendship between Thailand and China. The friendship between two nations has a long history, since the establishment of diplomatic ties in 1975, both sides have maintained close cultural exchanges and economic trade ties since then. The cooperation between the two nations is deepening continuously and the construction of a China-Thailand community with a shared future progressing steadily, adding new connotations of “China and Thailand as close as one family”. Particularly, the implementation of a permanent visa exemption policy this year has further facilitated reciprocal exchanges and interactions between the peoples of both countries. As the 50th anniversary of diplomatic relations approaches, the festival undoubtedly adds fresh luster to this millennium-long friendship.

Thai Festival in Beijing 2024

The Thai Festival in Beijing 2024 recreated an authentic Thai marketplace, showcasing Thailand's premium products and rich cultural resources, attracting a large number of consumers and cultural enthusiasts. At the event, Thai elements were presented in every aspect, including high-quality Thai food and fruits, Muay Thai, Thai dance performances, fashion shows from Thai designer brands, traditional Thai music and T-POP performances, as well as a three-day exhibition activity by 10 high-quality Thai universities and international schools. About 10,000 participants were attracted daily, bringing a comprehensive cultural experience to the attendees.

In terms of Thai cuisine, various brands from members of the Thai Chamber of Commerce in China brought more than 100 types of high-quality Thai products, including seasonal Thai fruits that could be purchased on the spot. The authentic Thai flavors provided a unique consumer experience, taking participants on a Thai culinary journey. Traditional arts were displayed, from the elegant steps of Thai dance, to the powerful strikes of Muay Thai, to the mysterious colors of Khon mask play, from which the audience could experience the profound heritage of Thai culture up close. Meanwhile, modern performances by singers and actors who traveled from Thailand presented a dazzling feast for both the eyes and ears of the audience, further promoting the cultural exchange of music between China and Thailand.

Mr. Chatchai Viriyavejakul, the Thai Ambassador to China (left), visited TCP Red Bull brand zone
and took photo with Mr. Supachai Junkeiat, President of TCP China (right)

TCP Group, as a representative Thai enterprises in China, established a Red Bull brand zone at the event site, providing diverse energy support for the Thai Festival in Beijing 2024. Visitors enthusiastically engaged in interactive brand experiences with a variety of Red Bull products, including the highly popular Red Bull® Vitamin Flavor Drink, recognizable by its iconic gold can and unique taste; the "Zero-Sugar Fruit-Flavored" Red Bull® Vitamin Energy Drink, featuring passion fruit and mixed fruit flavors, which effortlessly replenishes energy without the burden of sugar; and the China first bottled Red Bull® (Extra) Energy Drink, offering EXTRA-strength energy supplementation in a convenient bottle format, catering to diverse energy needs across various scenarios. Additionally, TCP Group has customized special drinks for this festival, bringing a unique energy charm.

TCP Group Redbull Brand Supporting Sino-Thai Cultural Exchanges with Diverse Energy Support

As the inventor and owner of the global Red Bull brand and the "Red Bull" trademark, TCP Group's participation in the "Thai Festival in Beijing 2024" series of celebrations not only supplies consumers with energy through Red Bull products but also conveys the brand's spirit of "Always Challenging and Overcoming Limits" to each consumer. Furthermore, TCP Group hopes to utilize cultural experience events like the Thai Festival to foster greater cultural exchange between China and Thailand.

TCP Group Red Bull Brand Zone at Thai Festival in Beijing 2024

The Red Bull brand originated in Thailand and rooted in China. Since the founding of the first China Red Bull factory in Hainan by Mr. Chaleo Yoovidhya, a Thai Chinese and the founder of TCP Group, in 1993, the Red Bull brand has marked its 31st anniversary in the Chinese market. As one of Thailand's leading food and beverage companies, TCP Group owns a diverse product portfolio in both Thailand and the Chinese market, dedicated to providing a multitude of energetic options for consumers in both nations. Leveraging its profound historical ties with both Thailand and China, TCP Group actively contributes to the promotion of economic and trade exchanges, cultural collaborations, and friendship between the two countries through concrete actions, thereby reinforcing the bridge of amity that connects two nations.

Mr. Supachai Junkeiat, President of TCP China, commented, "The Thai Festival not only enriches the cultural exchanges between Thailand and China through unique cultural experiences but also infuses the consumer market with distinctive vitality through Thailand's unique products and services. Currently, TCP Group is reinforcing its commitment to investment in China, contributing a total of 3.3 billion yuan in the past two years, to enhance trade and economic interactions between Thailand and China. While expanding our operations in China, we are also actively seeking innovative ways to facilitate cultural engagement between the two nations. As the 50th anniversary of Sino-Thai diplomatic relations approaches in 2025, TCP Group aims to further its involvement in deepened cooperation across multiple sectors including trade, investment, and culture. We are dedicated to continuously deepening the Chinese market and contributing more significantly to the enduring friendship and future development of the 'China and Thailand as close as one family'".