BANGKOK — NESCAFÉ is transforming Bangkok’s historic Songwat Road into the epicenter of Thailand’s cold coffee culture this October with a three-day festival celebrating its new ready-to-mix coffee innovation.
The NESCAFÉ Concentrate Ready-to-Mix Coffee Haus Party will take place at PLAY art house in Chinatown from October 3-5, 2025, blending coffee culture, lifestyle, and live music in one of Bangkok’s trendiest Gen Z destinations.
Festival Highlights
The event will feature collaborations with Bangkok’s largest running community, Sabai Run Club, swing dance sessions with Jelly Roll Jazz Club, and live performances by Thai T-pop stars PROXIE and PiXXiE, alongside artists James Alynn and Valentina Ploy.
Attendees can experiment at the DIY Coffee Bar, explore content creation spaces, and discover guerrilla marketing installations throughout the historic street. The festival aims to ignite a DIY coffee culture among young Thai consumers while showcasing creative ways to customize cold coffee at home.
Product Launch Strategy
The October event marks the local launch of NESCAFÉ Concentrate Ready-to-Mix, the brand’s first liquid coffee concentrate designed specifically for cold coffee preparation. The product comes in three variants: Black No Sugar, Sweetened Black, and Latte, catering to different taste preferences.
“We’re bringing this innovation to Thailand following successful launches in Australia, China, the U.S., and the U.K.,” said Othman Chraibi, Business Executive Officer for Nestlé Thailand’s Coffee and Creamer Business Unit. “This addresses a significant market opportunity—cold coffee represents 65% of out-of-home consumption in Thailand, worth over 62.6 billion baht according to Euromonitor 2024.”
Marketing Campaign
Global digital creator Zach King, who has 82 million TikTok followers, serves as the campaign’s international ambassador. The “Hack It How You Like It” campaign will appear on over 3,000 digital out-of-home screens nationwide, with Bangkok serving as a strategic focus given its importance in the cold coffee market.
Songwat takeover represents NESCAFÉ’s strategy to connect with millennials and Gen Z consumers who increasingly seek personalized, convenient coffee experiences at home.
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