H.E. Prime Minister Srettha Thavisin, International Embassies, Government, and Private Food Sectors Collaborate with AWC to Launch “Phenix,” a World-Class Food Hub in Pratunam, Elevating Thailand as a Premier Global Culinary Destination
Caption: Prime Minister Srettha Thavisin presided over the prestigious opening ceremony of the “Phenix” project. Also in attendance were key figures including the Deputy Prime Minister and Minister of Commerce, the Minister of Tourism and Sports, the Minister of Culture, international embassy representatives, Mrs. Wallapa Traisorat, Chief Executive Officer and President of Asset World Corp Public Company Limited, alongside esteemed partners from both the public and private sectors, as well as members of the media.
- Collaboratively pioneering a new model for the global food industry, the “Phenix” project boasts a valuation exceeding THB 10,000 Million. Seamlessly integrating offline and online platforms, it encompasses both retail and wholesale businesses within the strategic Pratunam area. Engage with leading food business partners offering a diverse array of over 1,000 global food brands, alongside international pavilions from numerous countries, establishing itself as the comprehensive ‘Food Ecosystem Destination’ for industry entrepreneurs.
- Enjoy a world-class dining experience at Pratunam’s largest food lounge, boasting over 200 renowned outlets. Delight in culinary masterpieces from legendary street food, including Michelin-recommended street food, set amidst diverse atmospheres throughout the venue. Catering to all lifestyles with globally inspired food and entertainment events all year round.
- Grandly unveiled today at Pratunam! Enjoy a 5-day feast of culinary delights and entertainment from June 26th to June 30th.
- The “Phenix” project appreciates the valuable feedback in refining tregenhis innovative global model. Please share your input on our website, phenixbox.com.
Bangkok, June 26, 2024 – The Prime Minister, embassy representatives, government, and private sectors in the food industry, along with Asset World Corp Public Company Limited (AWC), collaborate to inaugurate the “Phenix” project, the world’s food wholesale hub with the largest food lounge in Pratunam. It integrates high-quality food ingredients sourced globally, complemented by a lifestyle of indulgence, entertainment, and culinary excellence, all within a pioneering business model that facilitates trade between food manufacturers and suppliers through both offline and online channels. With a diverse array of products from over 1,000 global brands and international pavilions representing various countries, the project aims to attract tourists and food enthusiasts worldwide to Bangkok’s new landmark in the Pratunam area. The expansive food lounge hosts over 200 renowned restaurants, offering a rich tapestry of culinary experiences from esteemed establishments, including Michelin-recommended street food and restaurants, set against diverse atmospheres throughout the venue. This endeavor is poised to elevate Thailand’s food and tourism sectors, providing a year-round celebration of gastronomic excellence under the “Flavor Gets Its Wing Worldwide” concept, enhancing Thai cuisine’s global reputation as a cultural soft power. With the “Phenix” model, the project invites food entrepreneurs, chefs, and influencers worldwide to participate, driving Thailand towards becoming a premier ‘Food Ecosystem Destination.’
Prime Minister Srettha Thavisin highlighted, “On behalf of the government, I extend heartfelt congratulations to AWC on the launch of the Phenix project, a world-class integrated food hub that connects food industry entrepreneurs with 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. It will facilitate knowledge exchange, foster culinary innovation, and enhance trade opportunities for Thailand in both international and domestic markets.”
“AWC is seizing a remarkable opportunity to promote tourism and the food industry by establishing a ‘World’s Food Wholesale Hub,’ featuring collaboration with international pavilions and a dedicated food lounge. This initiative will link small and large entrepreneurs with consumers, fostering future growth in the food industry. I hope the ‘Phenix’ project will propel Thailand towards its goal of becoming a premier global tourism hub, leaving a lasting positive impression on both Thai consumers and international visitors. This project leverages the soft power of food through the five strategies for promoting must-visit cities, known as the ‘5 Must Do It in Thailand,’ including Must Eat: Enjoy delicious local cuisine. This endeavor will further cement Thailand’s reputation as a world-leading food and lifestyle destination. The launch of the ‘Phenix’ project signifies a crucial step for AWC in transforming the ‘Thai Kitchen into the World Kitchen’.” concluded Mr. Srettha.
Mrs. Wallapa Traisorat, Chief Executive Officer and President of Asset World Corp Public Company Limited (AWC), Thailand’s leading integrated lifestyle real estate group, affirmed AWC’s commitment: “We deeply believe in Thailand’s potential and are dedicated to pioneering 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). We have transformed the former ‘Pantip Pratunam’ into the ‘Phenix,’ spanning over 69,000 square meters strategically located in Pratunam and boost this property value to THB 10,000 Million. This venue serves as a direct connection hub for manufacturers and food operators of all scales, focusing on offering ‘comprehensive selections, good value, and competitive wholesale pricing. We collaborate extensively with international partners to host pavilions showcasing leading food products as well as leading banking services, aiming to expand opportunities and strengthen businesses with limitless potential. Our annual calendar includes signature events like the World Junior Chef Championship and the Phenix Academy, dedicated to nurturing top-tier talent for the global food industry. The ‘Food Lounge’ provides an ideal setting for business negotiations, complementing tourism attractions with a diverse array of culinary delights from renowned Michelin-recommended restaurants. This integrated trade model creates a seamless ecosystem of premium experiences, positioning itself as the ultimate ‘Foods Destination For All.'”
Responding to the comprehensive needs of food entrepreneurs, the ‘World’s Food Wholesale Hub’ through the Phenix Business Platform integrates these entrepreneurs by providing access to a diverse array of products and services. These range from local favorites to global gems, featuring over 1,000 leading food brands. The hub ensures seamless year-round connectivity between buyers and sellers, both through offline channels at the “Phenix” project and online on www.phenixbox.com, enhancing business capabilities round the clock. The purchasing system accommodates businesses of all sizes, from small enterprises to large organizations procuring in bulk.
The “Phenix” project sets aside more than 20,000 square meters as a premier food lifestyle retail zone named ‘Food Lounge F&B Destination,’ establishing it as the largest of its kind in Pratunam. It offers a diverse array of culinary options, ranging from renowned Michelin-recommended street food and restaurants to celebrated restaurants from across Thailand. Included are popular venues featured on the ‘Aroi Lert With Khun Reed’ TV program, as endorsed by Cricket Taste by Khun Reed, Rapeepan Luangaramrut. The venue boasts over 200 restaurants such as Pad Thai Fai Ta Lu, April’s Bakery, Hua Seng Hong, Gopeg, Eaw Pad Thai Talad Plu, R-Leaw Noodle, Yok-Sod, Sensaiplaijavak, Kha Mu Boran Kathu Phuket, Krua Pla Teun, and numerous other renowned eateries. It offers a spacious and inviting ambiance, ranging from an expansive co-living area to intimate chef’s tables and upscale fine dining spots like Bar Italia by Giegie, Take a Break by Khao Group, Chef Man, HEAP Cafe & Restaurant, Loong Mala Hotpot, and Nua Tair.
The “Phenix” project also collaborates with global leaders in the food industry, such as Koelnmesse from Germany, renowned food organizers Anuga and Thaifex, and Yiwu CCC Group, developers and operators of the world’s largest wholesale market for miscellaneous goods in Yiwu, China. This partnership aims to create an ecosystem for the food industry, involving leading food manufacturers including Mitr Phol Group, CPF Global Food Solution, Thai Union, Betagro, ThaiBev, BJC (producer of consumer products and services), KCG Corporation (specializing in biscuits, crackers, wafers, and jelly), AAN Trading and Import Export (importer and exporter of premium food products from Hokkaido), PRG Corporation (Thailand’s first packaged rice producer), and Siam Winery (Asia’s top wine producer). These partners play an essential role in managing the ‘Share Shop’ area within the project, ensuring comprehensive and dedicated support.
The ‘Phenix’ project offers a dynamic array of food and entertainment activities that change with the seasons. It features the ‘Taste Kitchen’ demonstration area and the expansive ‘Phenix Grand Ballroom’, designed to host major food events and festivals such as the World Junior Chef Championship, aimed at nurturing the next generation of culinary talent. ‘Future Food’ initiatives and prestigious concert performances, like Lisa Ono’s The Greatest Hits Concert on July 6, 2024, will enhance the food lounge experience. Catering to food enthusiasts, influencers, and global tourists, the project provides a diverse selection of culinary delights in one accessible location. The forthcoming ‘Food Museum’ zone will chronicle the rich history of Thai cuisine, renowned worldwide, and is slated to open its doors to visitors by 2024.
“AWC is committed to creating sustainable value for Thailand’s food and wholesale industries while also supporting tourism, leveraging the country’s strengths in ‘Gastronomy Tourism’ with a new destination designed to attract global tourists and food enthusiasts year-round. Our goal is to foster business growth on an international scale, in line with the project’s vision of ‘Flavor Gets Its Wing Worldwide‘. We extend our heartfelt thanks to our esteemed partners in both the public and private sectors who have collaborated to establish this groundbreaking new business model, aligned with government initiatives aimed at promoting ‘Thai Kitchen to the World’,” Mrs. Wallapa concluded.
To celebrate the opening of “Phenix,” a special 5-day event will unfold from June 26 to 30, 2024. The highlight of this celebration will be the biggest cooking event of 242 pans of Pad Thai, marking Bangkok’s 242nd anniversary and aiming to boost tourism in the city. Led by Mr. Chadchart Sittipunt, Governor of Bangkok, and Mrs. Wallapa Traisorat, the event will feature participation from notable figures including Khun Sorayuth Suthassanachinda, Khun Anne Thongprasom, Khun Bright Pitchayatan Chanput, and Khun Tor Saksit Vejsupaporn, alongside renowned chefs and project partners. Activities on June 26th will commence with the Pad Thai cooking session, followed by diverse workshops on pasta making, traditional Thai desserts, children’s kimbap, and pancakes with various toppings. Highlights also include eating contests, cooking demonstrations, and a culinary competition using ingredients sourced from within the “Phenix” project. The top spenders will have the exclusive opportunity to participate in Meet & Greet sessions with Nong Dan from the Cullen Hateberry channel and Khun Jamie James. Additionally, everyone can enjoy mini concerts by renowned artists such as Sarah Salola, URBOYTJ, and the Season Five band. For a detailed schedule of activities, please visit the Phenix Food Wholesale Hub Facebook page.
Additionally, the “Phenix” project showcases a prominent feature on its 6th floor: a depiction of Ganesha in the Heramba Ganapati pose. This portrayal depicts Ganesha with five heads and ten hands, seated atop a majestic lion, symbolizing supreme power and auspiciousness. It embodies themes of success, fulfillment, love, and happiness. Enshrined on the rooftop of the 6th floor within the project, Ganesha serves as a symbol of prosperity, inviting devotees to pay homage to a prosperous life. Earlier today, Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, and Mrs. Wallapa Traisorat presided over the worship ceremony, providing an opportunity for worshippers to express their reverence and seek blessings for prosperity.
The “Phenix” project is strategically located in the heart of Pratunam (formerly Pantip Pratunam), offering convenient access via public transportation, parking services, and over 20 complimentary shuttle services to various destinations nearby. The wholesale zone operates daily from 10:00 a.m. to 8:00 p.m., while the food lounge zone is open from 10:00 a.m. to 12:00 a.m. For further details, including information on special activities, please visit the Phenix Food Wholesale Hub Facebook page or provide your feedback on the website www.phenixbox.com. Entrepreneurs interested in joining this initiative can contact us at 065-549-6565.
