• AWC in collaboration with the Food Institute (NFI) is creating marketing opportunities and supporting Thai food entrepreneurs to enter the global market, aiming to establish Thailand as a global food hub through the "Phenix" project, which focuses on strengthening the Thai food industry sustainably.
  • The "Phenix" project will be a central hub for food and exceptional flavors in the heart of the city, strategically located in the Pratunam area, transforming into a global food center that connects both online and offline channels, ready to launch 'Deliciously Fly' on June 26.

Asset World Corporation Public Company Limited (AWC), a Thai real estate developer focused on comprehensive lifestyle solutions, has partnered with the Food Institute (NFI) to create market opportunities and support over 200 Thai food entrepreneurs in establishing a space that promotes food innovation to enhance international competitiveness. This collaboration aims to position Thailand as a global food hub through the "Phenix" project (Phoenix), a collection of food products and exceptional flavors in the heart of the city, developed under the concept of "Deliciously Fly" (Flavor Gets Its Wing Worldwide), addressing all needs of food entrepreneurs by connecting online and offline experiences along with various global entertainment activities throughout the year. The project is set to open on June 26, 2024, to create a leading global food and lifestyle destination.

Dr. Supawan Teerarat, Director of the Food Institute (NFI), stated, “The Food Institute is very pleased to partner with AWC in the 'Phenix' project, which has a new concept to support Thailand as a global food hub. We are confident that this project will provide a platform for Thai food entrepreneurs to showcase their potential, innovate, and grow in the global market. This collaboration aligns with the mission of the Food Institute to guide both public and private sectors in promoting Thailand as a center for the food industry. The Food Institute will establish a service center to provide consulting and comprehensive services to food industry entrepreneurs and create retail spaces and ShareShop to showcase products from the institute's network within the 'Phenix' project, creating channels to present and sell products to global food buyers and raw material networks, as well as developing curricula for the 'Phenix Academy' to cultivate quality personnel for the Thai and global food industries, and to create knowledge in the Food Museum of 'Phenix'.”

Naowalapa Traisorat, CEO and Managing Director of Asset World Corporation Public Company Limited (AWC), said, “AWC thanks the Food Institute and network members for sharing the vision and joining forces to promote Thailand as a global food hub through the 'Phenix' project, which has received support from numerous public and private partners. We have also collaborated with embassies and chambers of commerce from various countries to create a Pavilion showcasing products from different countries, making 'Phenix' a central hub for food products and exceptional flavors in the Pratunam area, including the largest Food Lounge and the world's first online and offline food wholesale center, along with a large Co-Living space that gathers special food activities and world-class events to promote food products and innovations that meet the needs of the health and sustainability food industry, creating lifestyle trends of happiness and deliciousness, leading to impressive entertainment activities, including world-class concerts in a Chef Table atmosphere where audiences can enjoy the Food Lounge as part of various concert programs, continuously enhancing happiness and deliciousness, creating a new food lifestyle destination that attracts buyers, sellers, and service providers in the food industry from around the world, supporting the food industry as an important Soft Power and driving Thailand towards becoming a global food destination (Food Ecosystem Destination).”

The collaboration between AWC and the Food Institute aims to strengthen Thai food entrepreneurs, with the scope of cooperation including establishing retail zones and ShareShop as channels to showcase and sell products from the Food Institute's network to global food buyers, establishing a service center of the Food Institute to provide consulting and comprehensive services to food industry entrepreneurs, covering training, product development, and assistance in compliance with regulations and standards, promoting restaurants in the Food Institute's network by gathering and recommending restaurants in the network to participate in the project, collaborating on activities within the AWC project to support food entrepreneurs and create a community for sharing and exchanging food knowledge and business, supporting the establishment of the 'Phenix Academy' to develop new quality personnel for food career paths, and continuing to grow in their careers with AWC's hotel chain partners, with the Food Institute collaborating to develop curricula and provide consulting on Food Safety Management Systems for food entrepreneurs nationwide.

The 'Phenix' project is developed under the concept of "Deliciously Fly" (Flavor Gets Its Wing Worldwide) to serve as a global food hub, connecting both online and offline channels. The online platform of 'Phenix' will integrate a diverse network of buyers from AWC, hotel chain partners, restaurants, catering services, airlines, hospital networks, and top chefs worldwide, as well as other food buyers, which is the largest sector, to facilitate easier access to purchasing contacts. This will connect to offline food destinations in the city center that cater to food lovers and enthusiasts with the largest Food Lounge in Pratunam, gathering the finest gourmet food from around the world with over 200 restaurants and cafes in various atmospheres, including a hangout zone for sports and entertainment, family and children zones, Co-Dining zones, and a You Hunt We Cook Kitchen zone where customers can choose ingredients for chefs to prepare meals. Additionally, there will be a global food wholesale center with over 2,400 international sellers, gathering quality ingredients from around the world at source prices, along with promotional and marketing support to connect traders with buyers in the food industry, a Business Service Center (SSC), and over 20,000 square meters of Co-Living space, featuring the Phenix Grand Ballroom, Phenix Auditorium Hall, Common Space, meeting rooms, seminar rooms, large lounges, and a Taste Kitchen demonstration area where you can choose ingredients to create new menus. 'Phenix' will be a hub for Food Influencers to collaborate with Celebrity Chefs for live streaming and reviewing quality food products continuously, along with a Food Rating Organization that will work together to strengthen the food industry with 'Phenix' as the platform.

Moreover, the 'Phenix' project is preparing lifestyle food activities and world-class entertainment events to be held throughout the year to meet the needs of the food industry, such as the World Junior Chef Championship, an international cooking competition addressing the needs of entrepreneurs and creating new quality personnel for food career paths, the Thai Food Festival uniting leading Thai food producers, seasonings, and restaurants to promote Thai food as a Soft Power in the global food scene, and the world-class concert event Lisa Ono The Greatest Hits Concert scheduled for July 26, 2024, along with collaborations with the Food Institute to organize many other activities, including the NFI Future Food Event exploring the future of food, the NFI Thailand Vegan Festival transforming vegan food with Thai flavors, and the NFI Awards of the Year, a prestigious annual award from the Food Institute, Ministry of Industry, in collaboration with 'Phenix', awarded to businesses in the food industry that operate with sustainability in mind.

The 'Phenix' project, along with its leading business partner network, connects buyers and entrepreneurs to drive the food business industry, addressing strong growth needs and collaboratively creating a global food hub (Food Ecosystem Destination) set to officially launch on June 26, 2024. Interested parties can follow more information on the Phenix Food Wholesale Hub Facebook page or inquire further at 02-250-1555.