
The Rising Success of Choco Mucho and Doowee Donut in Thailand
Contributed by the Rebisco International Business Group
Choco Mucho and Doowee Donut are two of Rebisco's most unique and internationally
appealing brands, making them ideal ambassadors of the company's mission to expand
globally. Choco Mucho made its debut in Thailand in 2011, while Doowee Donut joined
the Thai market in 2021. Both brands have been met with enthusiasm by Thai consumers who
value their product uniqueness, affordability, excitement and quality.
Our primary objective in launching these products in Thailand has been to elevate local
favorites with international appeal into globally recognized brands, aiming for a prominent
place in Thailand's mainstream market and a position among the country's top 10 brands.
Here are some of the key initiatives our Export team has undertaken this year to promote
Choco Mucho and Doowee Donut in Thailand:
Choco Mucho Awareness Launch in Thailand
To boost awareness and encourage trials of Choco Mucho, Piriyapul International, Rebisco’s
partner and distributor in Thailand, organized a concert-slash-launch event last August 2024
called the Double Fun Fest on Tour. This concert event not only brought a lively and engaging
experience to attendees but also strategically promoted Choco Mucho to a broad audience.
Collaborating with Vietnam-based G7 Coffee, another brand distributed by Piriyapul
International, the event was held not only in the bustling capital of Bangkok but extended its
reach to various regions across Thailand. This widespread tour effectively raised brand
awareness and contributed significantly to Choco Mucho’s sales growth in Thailand.
Doowee Donut Sampling in Schools and Markets Across Thailand
Another initiative by Export was the Doowee Donut sampling program, where they directly
engaged with consumers by visiting schools in Thailand’s northern and northeastern provinces.
The program was held last January and August 2024 which covered 32 schools in Chantaburi,
Rayong and Chanburi, and extended to 88 schools in the north, including Ayutthaya,
Nakhonsawan, Kampangphet, Lampang, Chiang Mai, Chiang Rai, Phayao and Pitsanulok. A total of
120 schools participated in this campaign.
This event focused on targeting kids and moms, allowing us to introduce Doowee Donut to a
young demographic while showcasing its appeal to families. The program was exclusively
dedicated to Doowee Donut and it also successfully increased brand recognition, leading
to higher trial rates and sales.
Future Visits and Plans for Further Growth
With numerous activities underway for Choco Mucho and Doowee Donut, the Export team
is preparing for another visit to Thailand. Their visit will focus on meeting with our distributors,
assessing product performance and evaluating our competitive position in the Thai market.
We look forward to building on the success of Doowee Donut and Choco Mucho by introducing
more of Rebisco’s beloved brands, such as Whoopie, Fudgee Barr and Topps, that are sure to
captivate more Thai consumers.