Chengdu - TCP Group's Red Bull brand, in collaboration with QQ Music's Dian Feng Awards, jointly launched the "Very Thai" Music Festival at the Chengdu International Intangible Cultural Heritage Expo Park. The two-day music festival featured popular artists from China and Thailand, presenting consumers with an international music carnival that blends passion and vitality. As the inventor and owner of the global Red Bull brand and the “Red Bull” trademark, TCP Group, having hosted the "Very Thai" series of music carnivals last year, once again built an international stage for music and cultural exchange between China and Thailand. This event welcomes the 50th anniversary of Sino-Thai diplomatic relations in 2025 and contributes to the friendship and people-to-people exchanges between the two countries. The extraordinary music carnival was kicked off by attendees including: Ms. Najjsiri Nimyizhune, Deputy Consul-General , Royal Thai Consulate-General in Chengdu, Mr. Nithee Seeprae, Deputy Governor for Marketing Communications, Tourism Authority of Thailand, Mr. Supachai Junkeiat, TCP China CEO, and Ms. Chen Feifei, Vice President of Platform Marketing and Public Relations, Tencent Music Entertainment Group.

Very Thai - Dian Feng Music Festival ignited Chengdu

Group Photo of Guests on 2024 Very Thai - Dian Feng Music Festival

TCP Group's Red Bull brand specially set up a "Red Bull Energy Supply Station"

Multiple high-quality TCP Group’s Red Bull products to the Chinese market

Mr. Sake Nopthaisong, Consul-General , Royal Thai Consulate-General in Chengdu, said that "As we approach the 50th anniversary of diplomatic relations between China and Thailand next year, the prospects for bilateral cooperation are promising, with a focus on deepening economic ties and enhancing people-to-people connectivity. Both Thailand and Sichuan, as well as Chongqing, can further promote economic cooperation in sectors like connectivity, agriculture, food and beverages by leveraging Thailand's strategic position in Southeast Asia and Sichuan and Congqing's industrial strength. In addition to economic collaboration, cultural and educational exchanges through music festivals, educational programs, and tourism initiatives can play a crucial role in strengthening bilateral ties. I consider the ‘Very Thai Music Festival’ to be a great initiative by TCP Group. This event demonstrates the Thai enterprise's commitment to contributing positively to Chinese society. By promoting cultural diversity, the festival enriches offline and online Chinese audiences through exposure to Thai music and culture, fostering mutual understanding and appreciation between the two nations. It also strengthens bilateral relations by serving as a platform for cultural diplomacy, while encouraging collaboration between Thai and Chinese artists, spurring innovation in the creative industries. Additionally, the event indirectly promotes tourism and business exchanges, benefiting both economies. It is also an opportunity to engage Chinese youth in cross-cultural experiences that contribute to a more globally-minded generation."

Mr. Nithee Seeprae, Deputy Governor for Marketing Communications, Tourism Authority of Thailand, said that “Under the background of Thailand and China being close as one family, the relationship between the two countries has continued to deepen exchanges and cooperation in various fields, especially this year when Thailand and China have entered the 'visa-free era,' and exchanges in culture and tourism have become increasingly active. In the first half of the year, the number of Chinese tourists to Thailand has exceeded 3.5 million. The number of Thai tourists to China is expected to increase by 18%-20% compared to last year. We are very hopeful that there will be more diversified forms and channels to deepen the cultural exchanges between Thailand and China, so that friends from both countries can better understand each other. The 'Very Thai' Music Festival created by TCP Group, through diverse music and rich activities, allows everyone to experience the charm of the cultures of the two countries. We also hope to leverage this opportunity to promote two-way exchanges in tourism, culture, and other areas between the two countries.”

Mr. Supachai Junkeiat, TCP China CEO, said: "As a representative of Thai enterprises investing in Sichuan, TCP Group originates from Thailand and is rooted in Sichuan. Last year, our TCP Red Bull Beverage (Sichuan) Production Base in Sichuan officially started production. This year, the 'Very Thai' Music Festival, as TCP Group's annual signature event, has come to Chengdu, Sichuan. We hope to leverage music to bring the passionate Thai culture and the fiery Sichuan Shu culture together, and to provide a series of diverse and rich activities for all attendees to enjoy and experience the energy and vitality embodied in the Red Bull brand. At the same time, TCP Group will continue to promote high-quality development in Sichuan through our business operations, and contribute to Sichuan-Thai and Sina-Thai economic and cultural exchanges."

Creating the "Very Thai" Consumer Experience IP, Promoting Sino-Thai Cultural Exchange

This year's "Very Thai - Dian Feng Music Festival" leverages music as a bridge for cultural and people-to-people exchanges between China and Thailand, gathering a group of international renowned guests. In addition to performances by Chinese musicians such as Joker Xue, Wilber Pan, Chusheng Chen and Bird Zhang, the festival also invited popular Thai artists like MILLI, ALLY and THE TOYS to bring a multi-cultural audio-visual feast to the audience. Beyond the music, the festival caters to young consumers' interests, setting up four interactive zones for a holistic experience that integrates exploration, dining, and entertainment. From authentic Thai markets to Sichuan-style intangible cultural heritage interactive experiences, attendees can  immerse themselves in the charm of Sino-Thai cultural blending.

At the event, TCP Group's Red Bull brand specially set up a "Red Bull Energy Supply Station", bringing multiple high-quality Red Bull products to the Chinese market. These include the popular Red Bull® Vitamin Flavor Drink with a classic taste; the “Zero-Sugar Fruit-Flavor” Red Bull® Vitamin Energy Drink for healthy lifestyle trends; and the first bottled Red Bull product in the Chinese market, Red Bull® (Extra) Energy Drink, with portable packaging and an upgraded formula for extra energy supply. The Red Bull Energy Supply Station provided the audience with rich and diverse energy supports, keeping them in the best to unlock more unique experiences. It also reached different consumer groups with the "Go Beyond, No Limits" Spirit, inspiring more vitality and energy for this Sino-Thai music journey.

“Music+Diverse Culture” Experience on Very Thai - Dian Feng Music Festival

As one of Thailand's leading food and beverage companies, TCP Group has a rich product portfolio in both the Thai and Chinese markets, dedicated to energizing consumers in both countries. Since 1993, when Mr. Chaleo Yoovidhya, the founder of TC Group and a Thai-Chinese entrepreneur, established the first Red Bull factory in China as a way to give back to his ancestral land, this year marks the 31st anniversary of the Red Bull brand entering the Chinese market. Leveraging the deep historical ties between China and Thailand, TCP Group has consistently taken concrete actions to promote economic and cultural exchanges and cooperation between the two countries. The "Very Thai" Music Festival is one of the series of activities TCP Group has launched to celebrate the 50th anniversary of Sino-Thai diplomatic relations in 2025. TCP Group hopes to add bricks and tiles to the bridge of friendship between the two countries with innovative and colorful cultural exchanges and experiences.

Originating from Thailand and Taking Root in Sichuan, Promoting High-quality Development in Sichuan through Practical Actions.

Sichuan, a key strategic market for TCP Group in China, Sichuan's strong consumption potential, distinct geographical advantages of connecting inside and outside, and open business environment, which has brought tremendous opportunities for foreign enterprises, including TCP Group. In recent years, TCP Group has been committed to investing in Sichuan. In March 2022, the TCP Red Bull Beverage (Sichuan) Production Base project, with a total investment of 2 billion yuan, was officially settled in the Neijiang Economic and Technological Development Zone. Under the support of the Sichuan Provincial Party Committee and Government, as well as the Neijiang Municipal Party Committee and Government, the first phase of the project was officially put into production in December last year. The project is designed with a total of 5 production lines, with an annual production capacity of 1.44 billion cans. It has introduced industry-leading high-speed fully automatic production lines and fully automatic warehouses, complies with world-class energy conservation standards for green factories, adding vitality to new quality productive forces. At the same time, the Red Bull brand of TCP Group also taking concrete actions to promote local employment and sustainable economic growth. the project stands as the largest foreign direct investment (FDI) project in the food and beverage sector in Sichuan Province that year and regarded as a model of Sichuan-Thai economic and trade cooperation.

TCP Red Bull Beverage (Sichuan) Production Base 

Saravoot Yoovidhya, the CEO of TCP Group, said: "As one of Thailand's leading food and beverage companies, TCP Group has a rich product portfolio both in Thailand and Chinese market, committed to providing diverse energy and vitality to consumers in both countries. Relying on the development of Red Bull in China, TCP Group actively promotes economic, cultural, trade exchanges, and cooperation between China and Thailand. The 'Very Thai' Music Festival is one of the series of activities that TCP Group has carried out to celebrate the 50th anniversary of the establishment of diplomatic relations between China and Thailand in 2025. In the future, TCP Group will bring more high-quality products to Chinese consumers, continue to implement investments in Sichuan, and add more energy into the construction of the Chengdu-Chongqing Economic Circle."

Very Thai - Dian Feng Music Festival gathered a group of renowned Chinese and Thai artists