Thai Prime Minister, Embassies, Government and Private Sectors in Food Industry Collaborate with AWC to Launch “Phenix”, a World-Class Food and Beverage Center in Bangkok, Elevating Thailand to a Culinary Destination, Business News

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 the center 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. Ready to Elevate Thailand in the food and tourism sectors, Phenix promises a year-round celebration of gastronomic excellence under the banner “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 the main “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 stressed: “On behalf of the government, I extend my heartfelt congratulations to AWC on the launch of Phenix, a world-class integrated food hub that connects food entrepreneurs with buyers and consumers worldwide. This initiative provides an important 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 and automotive industries Thailand become a leading world tourism centre.“

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 a world-class dining destination in the heart of the city with an innovative, first-of-its-kind model in the world. 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, in the city center Bangkok., and serves as a direct connection hub for food producers and operators of all scales, focusing on offering “comprehensive selection, good value and competitive wholesale prices. We work with international embassies and trade promotion to organize international pavilions showcasing global food products. We also work with leading banks and other services with the goal of creating a strong ecosystem in one place and strengthening our partners’ businesses with unlimited potential. Our annual calendar includes flagship events such as the World Young Chefs Championship and Phenix Academy, dedicated to cultivating the best talent for the global food industry. The large “Food Lounge” provides the ideal setting for business and informal meetings, complementing tourist attractions with a diverse range of culinary delights from renowned Michelin-recommended and legendary street restaurants. This integrated commerce model creates a seamless ecosystem of premium experiences, positioning itself as the ultimate “Food Destination for All.”

Addressing the end-to-end needs of food entrepreneurs, the Phenix business platform is positioned as the “Global Wholesale Food Hub” by providing access to a wide range of food products and services. They range from local delicacies to global gems, featuring over 1,000 leading food brands. The hub provides seamless year-round connectivity between buyers and sellers, both through offline channels at 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 organizers of food exhibitions, Anuga and Thaifex and Yiwu CCC Group, as well as operators of the world’s largest wholesale market for various goods in Yiwu, China. This partnership aims to create an ecosystem for the food industry, including leading food producers, including Mitr Phol Group, CPF Global Food Solution, Thai Union, Betagro, ThaiBev, BJC (manufacturer of consumer products and services), KCG Corporation (specializing in biscuits , crackers, wafers and jellies), AAN Trading and Import Export (importer and exporter of the highest quality food products from Hokkaido), PRG Corporation (Thailand first producer of packaged rice) and Siam Winery (Asia leading wine producer).

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