In a groundbreaking initiative poised to revolutionize Thailand’s food and tourism sectors, the Thai Prime Minister, embassy representatives, and leaders from both government and private food industries have partnered with Asset World Corporation (AWC) to launch “Phenix,” a world-class food wholesale hub situated in the heart of Bangkok. This strategic collaboration aims to elevate Thailand’s culinary status on the global stage, reinforcing the country’s position as a top-tier gastronomic destination.
Phenix is the world’s largest integrated food hub, seamlessly blending wholesale and retail operations through innovative offline and online platforms. Located in Bangkok’s bustling Pratunam district, the hub spans over 69,000 square meters and promises an unparalleled culinary experience, promoting the “Flavor Gets Its Wing Worldwide” concept. This initiative highlights Thai cuisine’s global appeal, attracting food entrepreneurs, chefs, and influencers worldwide to establish Thailand as the ultimate ‘Food Ecosystem Destination.’
A Vision of Culinary Excellence
Thai Prime Minister Srettha Thavisin, addressing the significance of this launch, remarked, “On behalf of the government, I extend heartfelt congratulations to AWC on the launch of Phenix, a world-class integrated food hub that connects food industry entrepreneurs with buyers and consumers globally. This initiative stands as a vital platform poised 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, driving Thailand to become a premier global tourism hub.”
Wallapa Traisorat, CEO and President of Asset World Corporation (AWC) emphasized the project’s innovative approach, stating, “AWC deeply 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 globally. This initiative comprehensively caters to both wholesale and retail trade needs, connecting entrepreneurs, buyers, and food sellers worldwide (B2B & B2C) via offline and online platforms (OMNI Channels).”
A Hub of Infinite Possibilities
Phenix’s vast space includes over 20,000 square meters dedicated to a premier food lounge zone, offering diverse culinary delights. Visitors can indulge in offerings from Michelin-recommended street food vendors to high-end restaurants, creating a vibrant atmosphere for business and leisure. The food lounge is ideal for business meetings, casual gatherings, and culinary explorations, enhancing the overall tourism experience.
Phenix’s integrated business model facilitates seamless interactions between food manufacturers and buyers, ensuring year-round connectivity. The hub boasts participation from over 1,000 leading food brands, making it a one-stop destination for all food-related needs. Both local favourites and international specialties are available, catering to businesses of all sizes.
Strategic Collaborations and Global Impact
Phenix’s partnerships extend to global leaders in the food industry, including Koelnmesse from Germany, renowned for organizing prestigious food exhibitions like Anuga and Thaifex, and Yiwu CCC Group from China, operators of the world’s largest wholesale market for miscellaneous goods. These collaborations aim to create a robust ecosystem for the food industry, fostering limitless growth opportunities.
Notable participants in this venture include leading food manufacturers such as Mitr Phol Group, CPF Global Food Solution, Thai Union, Betagro, ThaiBev, BJC, KCG Corporation, AAN Trading and Import Export, PRG Corporation, and Siam Winery. These partnerships are set to enhance Phenix’s offerings, providing a diverse and comprehensive selection of food products and services.
A Year-Round Celebration of Gastronomy
Phenix’s annual calendar is packed with signature events like the World Junior Chef Championship and the Phenix Academy, which are dedicated to nurturing top-tier talent for the global food industry. These events underscore Phenix’s commitment to promoting culinary excellence and innovation, making it a central hub for the food community.
As Thailand continues strengthening its position as a global culinary leader, Phenix stands at the forefront of this transformation, offering an unparalleled platform for food entrepreneurs, manufacturers, and consumers. This initiative boosts the food industry and enhances Thailand’s tourism appeal, positioning the country as a premier destination for culinary enthusiasts.
For more information, visit the Phenix Food Wholesale Hub Facebook page or website www.phenixbox.com.
Written by: Kanda Limw
