In photo, from left to right: Mr. Nitipum Silawanna, Managing Director Project Group 8, Asset World Corp Public Company Limited, Dr. Siwate Rojanasoonthon, Chief Corporate Office, Asset World Corp Public Company Limited, Mr. Chokdee Wisansing, Chief People Officer, Asset World Corp Public Company Limited, Mrs. Wallapa Traisorat, Chief Executive Officer and President, Asset World Corp Public Company Limited, Ms. Sirinun Siripanich, Vice Minister for Industry, Mrs. Atchaka Sibunruang (Ph.D), Chairman of the National Food Institute, Mrs. Supawan Teerarat (Ph.D.), President of the National Food Institute, Mr. Phusit Sasitaranondha, Managing Director, Expolink Global Network Co. Ltd., and Dr. Panisuan Chamnanvej, Committee of the National Food Institute
- AWC, in collaboration with the National Food Institute (NFI), will create market opportunities and support Thai food entrepreneurs in stepping into the international stage, promoting Thailand as a global food hub through the “Phenix” project and sustainably strengthening the Thai food industry.
- Unveiled as the World’s Food Wholesale Hub with the largest food lounge in Pratunam, the “Phenix” project will become a global food hub that seamlessly connects online and offline services, offering a “Flavor Gets Its Wing Worldwide” experience on 26th June.
Asset World Corp Public Company Limited (SET: AWC), Thailand’s leading integrated lifestyle real estate group, partners with the National Food Institute (NFI) to promote market opportunities and support over 200 Thai food businesses. Together, both aim to create a platform for food innovation to enhance global competitiveness for Thai food entrepreneurs while positioning Thailand as a global food hub through the “Phenix” project, which consolidates food products and culinary delights in the strategic Pratunam area in central Bangkok.
Developed under the concept of “Flavor Gets Its Wing Worldwide,” it caters to all the needs of food businesses, connects online and offline channels, and offers world-class activities and lifestyle food events to create a year-round fun and delicious experience. Scheduled to open on 26th June this year, the project is poised to become a leading destination for food and lifestyle on a global scale.
Mrs. Supawan Teerarat (Ph.D.), President of the National Food Institute (NFI), stated that “The National Food Institute is delighted to partner with AWC in the ‘Phenix’ project, which represents an outstanding approach to supporting Thailand as a global food hub. We are confident that this project will provide a platform for Thai food entrepreneurs to showcase their potential, innovate, and grow into the global market. This collaboration aligns with the institute’s mission to guide both the public and private sectors in Thailand towards positioning the country as a central hub for food industry services. The NFI will establish a service center to provide comprehensive consultancy and services to food industry entrepreneurs, as well as establish retail spaces and ‘ShareShop’ to showcase products from the institute’s network of entrepreneurs within the ‘Phenix’ project. This will serve as a channel for presenting and selling products to global food buyers and suppliers. Additionally, we will collaborate on developing curriculum through the ‘Phenix Academy’ to enhance the quality of personnel in the Thai and global food industries. The NFI will also contribute our expertise in the making of the Phenix Food Museum.”
Mrs. Wallapa Traisorat, Chief Executive Officer and President, Asset World Corp Public Company Limited or AWC, said, “AWC would like to express our sincere gratitude to the National Food Institute and the members of the network for joining hands to propel Thailand to become a global food hub together. AWC is proud to be part of supporting Thailand’s position as a global food hub through the ‘Phenix’ project. AWC has also collaborated with embassies and chambers of commerce from various countries to create International Pavilions showcasing food products from around the world, enhancing ‘Phenix’ as the World’s Food Wholesale Hub with the largest food lounge in Pratunam, connecting both online and offline channels. Additionally, there will be a large Co-Living space hosting special food activities and world-class entertainment events to promote food products, innovations for health and sustainability, and lifestyle trends. This includes world-class concerts in the Chef Table atmosphere where viewers can indulge in the Food Lounge ambiance as part of various concert programs, ensuring continuous enjoyment of delicious food and ultimate satisfaction. We aim to create a new destination for lifestyle and food that attracts buyers, sellers, and service providers in the food industry from around the world in Thailand, supporting the food industry as a crucial Soft Power and driving Thailand towards becoming a global Food Ecosystem Destination.”
The collaboration between AWC and the National Food Institute under this initiative aims to strengthen Thai food entrepreneurs. The scope of cooperation includes 1.) Establishing retail spaces and ShareShop to showcase and sell products from the institute’s network to global food buyers and suppliers. 2.) Setting up a service center to provide comprehensive consultancy and services to food industry entrepreneurs, covering training, product development, and assistance in compliance with regulations and standards. 3.) Promoting restaurants within the institute’s network by encouraging them to participate in the project. 4.) Collaborating on organizing activities within AWC’s project to support food entrepreneurs and create a community for sharing knowledge and exchanging culinary expertise and business. 5.) Supporting the establishment of the Phenix Academy to train new quality personnel in the food industry, along with continuous professional growth opportunities in collaboration with various hotel chain partners of AWC. The National Food Institute will also support curriculum development and provide consultation on 6.) Food Safety Management Systems for food entrepreneurs nationwide.
The “Phenix” project is developed under the concept “Flavor Gets Its Wing Worldwide” to serve as a global food hub, connecting both online and offline channels. The online platform includes a diverse network of buyers from AWC, various hotel chain partners, restaurants, catering services, airlines, leading chefs worldwide, and other food sector buyers. This large-scale sector enables more convenient transactions and connects with the offline destination points in the city center, catering to food enthusiasts with the largest Food Lounge in the Pratunam area. It gathers exquisite food from around the world, with over 200 restaurants and cafes in a diverse atmosphere. This includes zones for sports and entertainment viewing, family and children, Co-Dining, and the You Hunt We Cook Kitchen zone, where customers select ingredients for chefs to prepare. Additionally, it hosts a global food wholesale hub with over 2,400 sellers from various countries, offering quality ingredients at wholesale prices, along with sales promotion and promotion centers that connect sellers with buyers in the food industry. It also includes Business Service Centers (BSC) and over 20,000 square meters of Co-Living space. It features the Phenix Grand Ballroom, Phenix Auditorium Hall, Common Space, conference rooms, large lounges, and the Taste Kitchen demonstration kitchen, where customers can choose ingredients to create new menus. “Phenix” will serve as a hub for food influencers to collaborate with celebrity chefs in live streaming product reviews. It will also collaborate with food rating organizations to develop the food industry, with “Phenix” as the platform.
In addition, the “Phenix” project is preparing lifestyle food activities and world-class entertainment events throughout the year to meet the needs of the food industry. These include the World Junior Chef Championship, an international cooking competition to meet the demands of entrepreneurs and develop new quality personnel in the culinary profession. There’s also the Thai Food Festival, which brings together leading Thai food producers and restaurants to promote Thai cuisine as a Soft Power in the global food industry. Additionally, there will be a world-class concert featuring Lisa Ono The Greatest Hits Concert on 26th July 2024, along with collaborations with the National Food Institute for various other events such as the NFI Future Food Event, exploring the future of food, NFI Thailand Vegan Festival, transforming vegan food with Thai flavors, and the NFI Awards of the Year, a prestigious awards event from the Ministry of Industry’s National Food Institute, in collaboration with “Phenix,” honoring businesses in the food industry that operate sustainably.
The “Phenix” project, along with its network of leading business partners, aims to connect buyers and sellers to drive the food industry forward and foster strong growth. Together, they are creating a Food Ecosystem Destination, which will officially launch on 26th June 2024.
