Thai Prime Minister, Embassies, Government and Private Sectors in Food Industry Collaborate with AWC to Launch ‘Phenix’, a World-Class Food and Beverage Hub in Bangkok, Elevating Thailand to a Culinary Destination

BANGKOK, June 28, 2024 /PRNewswire/ — Thailand’s Prime Minister, Embassy Representatives, Government and Private Sector Leaders Join Asset World Corporation (AWC) during the grand opening of “Phenix”, a global food wholesale center with the largest grocery store in the center Bangkok. Integrates food wholesale and retail in a pioneering business model that facilitates trade between food producers and buyers through both offline and online channels, complemented by a lifestyle of pleasure, entertainment and culinary excellence. Ready to Elevate Thailand food and tourism, Phenix promises a year-round celebration of gastronomic excellence within “Taste is gaining wings around the world” concept. This initiative aims to strengthen Thai cuisine’s global reputation as a cultural soft power by bringing together food entrepreneurs, chefs and influencers from around the world to establish Thailand as a leading “Food Ecosystem Place”. Food producers from all over the world are invited to showcase their products, connect with potential customers and explore opportunities to collaborate with various food companies, allowing us to collectively support unlimited growth at Phenix.

Thai Prime Minister Strettha Thavisin stressed, “On behalf of the government, I would like to congratulate AWC on the launch of Phenix, a world-class integrated food hub that connects food businesses with buyers and consumers worldwide. This initiative provides a significant platform ready to support Thailand creation of the “Regional Food Centre” as part of the government’s IGNITE TOURISM programme THAILAND politics. The “Phenix” project will promote tourism and the food industry, driving Thailand become a leading world tourism center.“

Wallapa Traisorat, CEO and President of Asset World Corporation (AWC), Thailand a leading integrated lifestyle real estate group he said, “AWC strongly believes in Thailand the potential to pioneer the creation of a world-class food hub in the heart of the city through an innovative, first-of-its-kind model globally. This initiative comprehensively meets the needs of wholesale and retail trade, connecting entrepreneurs, buyers and sellers of food around the world (B2B and B2C) through offline and online platforms (OMNI channels). Phenix has over 69,000 square meters strategically located in Pratunam, downtown Bangkokand serves as a direct connection point for food producers and operators of all scales, focusing on offering “a comprehensive range, good quality and competitive wholesale prices”. We work with international embassies and trade promotion to organize international pavilions showcasing global food products. We also collaborate with leading banking and other services, aiming to create a strong ecosystem in one place and strengthen our partners’ businesses with unlimited potential. Our annual calendar includes major events such as the Junior World Chef Championship and Phenix Academy, which aim to nurture the best talents in the global food industry. The large “Food Lounge” is an ideal place for business and informal meetings, complementing tourist attractions with a diverse culinary offer from renowned, Michelin-rated and legendary street food restaurants. This integrated trade model creates a unified ecosystem of top-quality experiences, positioning itself as the ultimate “food destination for all”.

Addressing the comprehensive needs of food entrepreneurs, Phenix’s business platform positions itself as the “world’s food wholesale hub,” providing access to a diverse range of food products and services. They range from local favorites to global gems, with over 1,000 leading food brands. The hub provides seamless, year-round connectivity between buyers and sellers, both through offline channels within the “Phenix Project” and online at www.phenixbox.com. The purchasing system supports companies of all sizes, from small enterprises to large organizations.

“Phenix” has also dedicated over 20,000 square meters to a first-class food lounge offering a diverse range of culinary options. Popular Michelin-recommended street food spots and other famous restaurants are included. There are over 200 restaurants in the facility. It offers a spacious and inviting atmosphere, from expansive co-living spaces to intimate chef’s tables and upscale, elegant dining options.

“Phenix” also cooperates with world leaders in the food industry, such as Koelnmesse Germanyrenowned global food exhibition organizers, Anuga and Thaifex and Yiwu CCC Group, as well as operators of the world’s largest wholesale market for various goods in Yiwu, China. The aim of this partnership is to create an ecosystem for the food industry, comprising leading food manufacturers including Mitr Phol Group, CPF Global Food Solution, Thai Union, Betagro, ThaiBev, BJC (consumer products and services manufacturer), KCG Corporation (specializing in cookies, crackers, wafers and jellies), AAN Trading and Import Export (importer and exporter of premium food products from Hokkaido), PRG Corporation (Thailand the first producer of packaged rice) and Siam Winery (Asia (leading wine producer).

For more details, visit the Phenix Food Wholesale Hub Facebook page or the website www.phenixbox.com. Businesses interested in joining this initiative can contact us via email: (email protected).

SOURCE Asset World Corporation (AWC)