The Coca-Cola system in Thailandcomprising ThaiNamthip Corporation PLC, HaadThip PCL, and Coca-Cola (Thailand) Ltd. is scaling up its successful "COKE Foodmarks" campaign by expanding its reach to food outlets nationwide by the end of this year. Building on a strong foundation of more than 4,300 current outlets, the campaign is now set to transform food trips into gastronomy explorations targeting vibrant street food hubs, bustling walking streets, and iconic districts across the country, including Bangkok, Chiang Mai, Khon Kaen, and Phuket, as well as cities like Hua Hin, Hat Yai, and Pattaya. These locations are more than just tourist spots; they are the latest epicenters where amazing food meets great company, captivating stories unfold, and Thailand's cultural legacies are preserved.
Thailand holds a special place in this global initiative as it was the first country in the ASEAN & South Pacific region to launch "COKE Foodmarks" in 2024. Coca-Cola, with its proud 75-year history of being deeply intertwined with Thai culture and cuisine, is celebrating the country's rich street food heritage by bridging tradition with today's modern lifestyles. The campaign continues to explore and integrate digital platforms, exciting on-ground activities, and unforgettable dining experiences with the refreshing and deliciously fizzy Coca-Cola drink. Furthermore, through this platform, the company also provides participating vendors with enhanced visibility and marketing support. Initial pilot areas in Banthat Thong Road in Bangkok, Nimmanhaemin Road in Chiang Mai, 30 Kanya Road in Nakhon Ratchasima, and San Chao Road in Surat Thani, demonstrate the campaign's potential to further energize vibrant local food economies.
A Pioneering Collaboration: Transforming Talat Phlu with BMA
Highlighting its steadfast commitment to growing with local communities, Coca-Cola Thailand has partnered with the Bangkok Metropolitan Administration (BMA) and the Thonburi District Office to officially launch the "COKE Foodmarks" at Talat Phlu initiative. This collaboration focuses on revitalizing the historic street food area under the Ratchadaphisek overpass by the Talat Phlu railway - a neighborhood rich in cultural heritage. This initiative is being undertaken with full community engagement, ensuring the preservation of Talat Phlu's historical charm.
Bangkok Governor Chadchart Sittipunt, stated: "The BMA is committed to strengthening community-based economies through meaningful public-private partnerships. Talat Phlu is not only a street food haven but a living testament to Thonburi's heritage. This collaboration with Coca-Cola will transform it into a creative economy hub that respects its identity while improving public infrastructure and economic opportunity. We hope this model inspires future community-led developments."
Han Thwe Phyo, Senior Director of Marketing for Coca-Cola in Thailand and Laos, added: "At Coca-Cola, we aim to be part of every joyful momentespecially around food. Coca-Cola's local presence in Thailand over the last 75 years underscores our deep connection to Thai culture and cuisine. We're proud to partner with the BMA and Thonburi District to help develop the shop area under the Ratchadaphisek Bridge, on the side near Talat Phlu Railway Station. Our efforts aim to elevate this unique historic neighborhood into a new culinary landmark. We are delighted to help support and contribute to the local economy and we are thankful to the community and our partners for working with us to bring this collaboration to life. It is our honor to help maintain the distinctive identity and historical values of an area that has thrived for over 200 years and contributes to its transformation into a new culinary destination."
Talat Phlu: The New 'Coca-Cola' Culinary Foodmark To mark this revitalization, Coca-Cola has unveiled a new Talat Phlu Landmark Sign on the Ratchadaphisek overpass. Designed to reflect the district's 200-year-old heritage, distinct railway-side character, and the rich Thai-Chinese culinary identity, the signage sets the stage for the area's significant infrastructure upgrades.
- In partnership with the Thonburi District Office, Coca-Cola has contributed to the design and improvement of the vendor zone, ensuring a better experience for both vendors and visitors. Enhancements include Clearly defined spaces for food stalls and comfortable dine-in areas
- Improved cleaning stations equipped with grease traps
- Categorized waste disposal systems
- Upgraded lighting throughout the area enhanced for enhanced safety and visibility
Empowering Local Vendors and Content Creators Through Digital Integration
Beyond the physical infrastructure, "COKE Foodmarks" is improving digital visibility for the local vendors through social media and food delivery platform partnerships. Collaborating with partners like Grab, Coca-Cola is providing guidance and support to the local vendors, helping them integrate into digital platforms. This allows vendors to expand their customer base and boost their income potential, fostering sustainable, tech-enabled community growth.
Additionally, Coca-Cola Thailand is also supporting the local community of content creators, who help drive excitement and discovery of these food landmarks and epicenters, which then benefits participating food businesses. The brand is hosting the "COKE Foodmarks Day", a one-day creative workshop that brings together over 100 food and travel influencers and serves as a platform for top and budding content creators to share, learn, and exchange ideas, inspiration, and new content creation techniques.
Building on this support for a vibrant creator base, Coca-Cola continues to engage in dynamic collaborations with leading food and travel influencers to showcase and invite people to visit and explore iconic food spots. There will also be a nationwide food review challenge, which aims to put a spotlight on participating food outlets. Special promotions and exclusive offers will be rolled out soon to increase engagement and participation.
Discover, Collect, and Enjoy with "COKE Foodmarks"
Everyone is invited to experience Thailand's rich culinary map through top delivery platforms such as Grab, LINE MAN, and ShopeeFood. More details will be announced soon. Visit www.coca-cola.com/th/th/offerings/foodmarks to explore participating eateries, reviews, and promotions.