Thailand’s Prime Minister, embassies, government and private sectors of the food industry collaborate with AWC to launch ‘Phenix’, a world-class dining destination 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 catering showroom in downtown 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’s food and tourism sector, Phenix promises a year-long celebration of gastronomic excellence under “The flavor is gaining popularity around the world” concept. The 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 premier “food ecosystem destination.” Food producers around the world are invited to showcase their products, connect with potential customers and partner with a variety of food industry companies to help collectively support limitless growth at Phenix.

Thai Prime Minister Srettha Thavisin emphasized: “On behalf of the government, I warmly congratulate AWC on the launch of Phenix, a world-class integrated food hub that connects food entrepreneurs with buyers and consumers around the world. This initiative provides an important platform to support Thailand’s emergence as a leading “Regional Food Hub” under the government’s IGNITE TOURISM THAILAND policy. The “Phenix” project will promote tourism and the food industry, making Thailand a leading global tourism center.“

Wallapa Traisorat, CEO and President of Asset World Corporation (AWC), Thailand’s leading integrated lifestyle real estate group he said, “AWC strongly believes in Thailand’s potential to pioneer a world-class food hub in the heart of the city through an innovative, first-of-its-kind model in the world. This initiative comprehensively addresses the needs of the wholesale and retail trade, connecting food entrepreneurs, buyers and sellers worldwide (B2B and B2C) through offline and online platforms (OMNI channels). Phenix is ​​over 69,000 square meters strategically located in Pratunam, central Bangkok, and serves as a one-stop hub for food manufacturers and operators of all sizes, focusing on offering “one-stop selection, good value and competitive wholesale prices.” We work with international embassies and trade promotion to host international pavilions showcasing global food products. We also collaborate with leading banks and other services, aiming to create a strong ecosystem in one place and empower our partners’ businesses with unlimited potential. Our annual calendar includes flagship events such as the World Junior Chef Championship and Phenix Academy, dedicated to nurturing the best talent for the global food industry. The large “Food Lounge” provides an ideal venue for business and social gatherings, complementing the tourist attractions with a diverse range of culinary delights from renowned Michelin-starred and legendary street food restaurants. This integrated retail model creates a seamless ecosystem of premium experiences, positioning ourselves as the ultimate “Foods Destination For All.”

Addressing the comprehensive needs of food entrepreneurs, the Phenix business platform is positioned as the “World’s Wholesale Food Hub” by providing access to a wide range of food products and services. These range from local delicacies to global gems, covering over 1,000 leading food brands. The hub provides seamless year-round connectivity between buyers and sellers, both through offline channels on the “Phenix” project and online at www.phenixbox.com. The purchasing system serves businesses of all sizes, from small enterprises to large organizations.

“Phenix” also has over 20,000 square meters of space as a food lounge zone offering a wide range of culinary options. It is home to popular Michelin-recommended street food and other famous restaurants. The place offers over 200 restaurants. It offers a spacious and inviting atmosphere, from expansive communal living spaces to intimate chef’s tables and upscale dining options.

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

For more details, visit the Phenix Food Wholesale Hub Facebook page or website www.phenixbox.com. Entrepreneurs interested in joining this initiative can contact us by email at [email protected].