Coca-Cola Marks 77 Years in Thailand with "Fizz That Never Fades"

Seven stories highlight the brand's long-standing connection with Thai communities, local culture, and generations of consumers.

Bangkok, 21 April 2026 - The Coca-Cola system in ThailandCoca-Cola (Thailand) Ltd., ThaiNamthip Corporation PLC, and HaadThip PCLis celebrating 77 years of Coca-Cola in Thailand, marking the brand's first bottle sold in the country in 1949. The milestone reflects the brand's long-standing connection with Thai consumers and communities.

To commemorate the anniversary, the company has launched "Fizz That Never Fades," a 77-year storytelling platform celebrating the people, partnerships, and moments that have shaped Coca-Cola's journey in Thailand for the past seven decades. Through on-ground experiences, digital storytelling, and seven content collaborations with leading media and creators, the campaign reflects how Coca-Cola has grown alongside Thailand across generations.

Reetima Rakyan, Vice President and General Manager for Thailand, said: "For 77 years, Coca-Cola has been part of everyday life in Thailand, growing alongside local communities, consumers, and trade partners across generations. From neighborhood mom-and-pop stores to restaurants that trust our beverages every day, these relationships have shaped our journey. Over the years, we've seen youth players from the 'Coke(R) Cup' rise to the national stage, artists who debuted on the Coke Music Awards platform grow into nationally recognized performers, and communities working with us and our partners to improve local water resources. These stories reflect the people, partnerships, and shared experiences that continue to shape Coca-Cola's presence in Thailand."

To mark the anniversary, Coca-Cola Thailand has launched a series of on ground and online experiences, beginning with a special activation that recreated a neighborhood "Coke" shop from two different eras during the Thai New Year celebration at "Coca-Cola Presents Songkran Siam 2026."

As part of the anniversary celebration, Coca-Cola is also honoring the people and moments that have shaped the brand's story in Thailand. Seven stories capture the connection between "Coke" and Thai people, told through the perspectives of leading media and creators:

The Employees Behind Every Fizzy Bottle and Can- Stories of the people supporting Coca-Cola's presence in Thailand across generations. Today, the Coca-Cola system in Thailand operates six production plants nationwide and 77 distribution centers supporting across the country.

A Photo Exhibition of Community Memories- A visual journey reflecting Coca-Cola's presence in neighborhood stores and local restaurants, supported by behind-the-scenes storytelling that captures the brand's role in everyday community life.

The Collector's Community- A celebration of vintage posters, premium memorabilia, and limited-edition collectibles that continue to inspire a new generation of collectors.

Reliving the Legacy of Coke(R) Cup - The iconic youth football tournament that has produced national team players returns this year, continuing its role in encouraging and inspiring young people who aspire to play football at the national level.

The "RAKNAM (Love Water) Project - Active in selected communities for nearly two decades in collaboration with local partners, the initiative continues to help address water challenges while engaging younger generations in water stewardship and water resource management activities.

Coke Music Awards - A high-profile stage that has helped shape youth culture in the 1990s and supported the early journeys of many nationally recognized artists. The platform returns with music memories and behind-the-scenes stories, stepping into memory lane to recall a defining era of Thai music.

Creative "Coke" Advertising in Thailand- Iconic marketing campaigns that have influenced Thailand's advertising landscape, reflecting evolving cultural expressions across every decade, while staying authentic to the brand's creative spirit.

Looking ahead, Coca-Cola will continue delivering refreshment that holds a special place in the hearts and everyday life of many Thais, while strengthening community partnerships and contributing positively to future generations. While time changes, the delicious, fizzy taste of Coca-Cola remains familiar; much like the shared moments and memories it has been part of across Thailand for 77 years.

Watch the 77th anniversary video celebrating Coca-Cola in Thailand, a compilation of iconic "Coke" advertisements from vintage classics to the present day, at Coca-Cola Thailand YouTube . The full 77-year journey and the stories behind Coca-Cola's impact in Thailand will also be shared through leading creators and media platforms including The Cloud, GoodDayOfficial, Main Stand Thailand, and Pa Ted.

Stay updated on Coca-Cola Thailand's latest activities on the Coca-Cola Thailand Facebook page and Localness Hub website.