Thailand’s Prime Minister, embassies, government and private food sector partners with AWC to launch “Phenix”, a world-class food hub in Bangkok.

The Prime Minister of Thailand, embassy representatives, and government and private sector leaders from the food industry joined Asset World Corporation (AWC) for the grand opening of “Phenix”, a global food wholesale center with the largest restaurant in central Bangkok.

Integrates food wholesale and retail in a pioneering business model that facilitates trade between food producers and buyers through offline and online channels, complemented by a lifestyle of pampering, entertainment and culinary excellence. With a goal to elevate Thailand’s food and tourism sector, Phenix promises a year-long celebration of gastronomic excellence under “The concept of Flavor Gets Its Wing Worldwide. This initiative aims to strengthen the global reputation of Thai cuisine 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”. Food producers around the world are invited to showcase their products, connect with potential customers and explore partnerships with various companies in the food industry sector, supporting limitless growth together at Phenix. The Thai Prime Minister, embassies, government and private food sectors are collaborating with AWC to launch “Phenix”, a world-class food hub in Bangkok, elevating Thailand as a culinary destination

Thai Prime Minister Srettha Thavisin emphasized: “On behalf of the government, I sincerely 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 ready to support Thailand’s emergence as a “Regional Food Hub” under the government’s IGNITE TOURISM THAILAND policy. The Phenix project will promote tourism and the food industry, leading Thailand to become a leading global tourism hub.“

Wallapa Traisorat, CEO and Chairman of Asset World Corporation (AWC), Thailand’s leading integrated lifestyle property group, 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 direct connection hub for food manufacturers and operators of all scales, 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 partner with leading banks and other services to create a strong ecosystem in one place and empower our partners with unlimited potential. Our annual calendar includes signature events such as the World Junior Chef Championship and Phenix Academy, dedicated to nurturing top-notch talent for the global food industry. The large “Food Lounge” provides an ideal venue for business and casual meetings, 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 itself 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 diverse 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 offers over 20,000 square meters as a food court offering a wide range of culinary options. It houses popular Michelin-rated street food joints and other famous restaurants. The venue offers over 200 restaurants. It offers a spacious and inviting atmosphere, from expansive living spaces to intimate chefs’ tables and exclusive dining options.

“Phenix” also works with global leaders in the food industry, such as Koelnmesse from Germany, renowned global food fair organizers Anuga and Thaifex, and Yiwu CCC Group, as well as operators of the world’s largest wholesale market for sundries in Yiwu, China. The aim of this partnership is 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 biscuits, 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 (the largest wine producer in Asia).