CPRAM Revives Mangkorn Yok Brand for Chinese Food Market

Thansettakij•Economy•13h ago

Reader Briefing

CPRAM is relaunching the Mangkorn Yok brand to target the mass market for ready-to-eat Chinese food and dim sum in Thailand.

•CPRAM is bringing back the Mangkorn Yok brand to serve the mass market.
•The strategy divides the market between the mass-market Mangkorn Yok and the premium Jade Dragon brands.
•Production follows the FOOD3S standard and utilizes a Cold Chain logistics system.
•The move is supported by a consumer trend toward convenience and a large Thai-Chinese population.

•The ready-to-eat food market in Thailand is seeing a shift as consumers increasingly accept foreign foods, particularly Chinese food and dim sum.
•Thailand has approximately 10 million people of Chinese descent, accounting for about 14% of the total population.
•CPRAM has implemented a strategy to segment its products through the concept of 'Gratitude' and the strategy 'Authentic taste, familiar flavor... every day'.
•CPRAM is using the Mangkorn Yok brand to target the mass market with affordable and value-for-money Chinese food and dim sum.
•CPRAM maintains the Jade Dragon brand to serve consumers seeking a premium Chinese dining experience.
•All Mangkorn Yok products are manufactured under the CPRAM kitchen standard following the FOOD3S principles of food safety, security, and sustainability.
•CPRAM employs a Cold Chain logistics system that allows for traceability at every step to maintain freshness.
•The full market entry of Mangkorn Yok aims to shift the perception of Chinese food from a special festival menu to a daily ready-to-eat meal.

Full article content is available on the original source.

CPRAM(ซีพีแรม)

A company relaunching the Mangkorn Yok brand and managing the Jade Dragon brand in the ready-to-eat Chinese food market.

Mangkorn Yok(มังกรหยก)

A brand under CPRAM targeting the mass market for affordable Chinese food and dim sum.

Jade Dragon(เจด ดราก้อน)ℹ️

A premium Chinese food brand under CPRAM targeting high-end consumers.

Thailand(ประเทศไทย)ℹ️

The country where the ready-to-eat food market is experiencing behavioral changes among consumers.