Grey Thailand Redefines 'Thainess' to Connect PunThai Coffee with Gen Z

What thoughts spring to mind when you think of Thailand? An abundance of magnificent temples adorned with golden statues, an elephant ride, or a traditional Thai dance with intricate movements. 

Through the eyes of foreigners, Thai cultural uniqueness is often portrayed and identified as 'Thainess.' However, Thais view themselves differently, particularly in this modern age of digital technology, which profoundly impacts their identity, way of life and how they think and react to issues. Thais possess a playful sense of humor, often reflected in their online content and popular meme culture. 

In a move to help expand PunThai Coffee's customer base from the current upcountry travellers to urban gen z'ers, Grey Thailand's campaign, Creative Thai Taste, has brought elements of modern 'Thainess' to showcase the distinctive identity of PunThai Coffee. PunThai Coffee embraces creativity while helping Thai farmers by meticulously crafting beverage menus with locally sourced ingredients. For instance, local palm sugar, with its attractive notes and mellow taste, is used to create a drink such as palm coffee. 

Through a one-minute online film, Korean lifestyle YouTube duo Jung and Cullen capture the hearts of Thais with their endearing content and love for Thai culture. They act as visitors, experiencing Thailand's new and modern culture. For example, the traditional baby pygmy hippo Moo Deng becomes the latest internet celebrity. Little Naga (Buddha's Snake) Piggy Bank is a colourful new addition blending mythology with modern-day tourism. Likay Heroes, from Thai folk theatre, has been updated with modern touches using superhero costumes. 

"This modern humorous phenomenon reinforces how creativity with positivity has become the DNA of modern Thainess, which can uplift everyone in life," said Sompat Trisdikun, CCO at Grey Thailand.