TCP Group leverages "Red Bull" as a soft power strategy to penetrate the Chinese market through the Very Thai music festival.

TCP establishes its base in China for the fourth year, transforming Huzhou into a major music festival featuring Thai and Chinese artists, attracting over 80,000 viewers. Red Bull transforms from an energy drink into an "Energy Companion," leveraging soft power in food, fashion, and art toys to target Chinese lifestyles. Online live stream viewership surges to over 410 million, reinforcing TCP's experiential marketing strategy for long-term growth in the Chinese market.

September 12, 2026 — Mr. Supachai Junkiat, Chairman of TCP Group's China division, revealed the company's business strategy and market expansion in China, stating that it has continuously leveraged the "Red Bull" brand to drive Thai soft power on the international stage. This was achieved through the organization of the "Very Thai Dian Feng Music Festival 2026" in Huzhou, China, from September 5-6, which was held for the fourth consecutive year. The festival aims to build brand recognition as a lifestyle link between Thai and Chinese consumers.

The key objective of this strategy is not simply to hold marketing events and then end, but to create a unique music and cultural festival that allows consumers to experience the creative energy of Thailand through unparalleled music and culture. This will help the "Red Bull" brand transcend from being just a beverage to becoming an "Energy Companion" that is interconnected with the lifestyles of consumers in both Thailand and China, leading to long-term exchange and collaboration in the creative industries of both countries.

Mr. Supachai emphasized the brand's direction, stating, "We don't want Very Thai Music Festival 2026 to be just an event that comes and goes. We want to create a festival that, when mentioned, immediately recognizes the fun and creative energy from Thailand. We want Red Bull to be more than just a drink; it to be a trusted companion connecting with every lifestyle. Entering its fourth year not only confirms the continuity of the event but also reflects our growing presence as a key image representing Thai creative energy on the international stage."

A lineup of 16 Thai and Chinese artists took over the Huzhou stage, racking up over 410 million online views.

In terms of music performances, the festival brought together a lineup of 16 Thai and Chinese artists, covering a wide range of musical genres including international hits, T-Pop, and hip-hop. Leading the lineup was BamBam-Kunpimook, a world-renowned Thai artist and Red Bull's brand ambassador in Thailand, along with the second-time return of Golf Fucking Hero, 4EVE, a leading Thai girl group, and NexT1DE, a rising boy group.

In addition, there were collaborative performances between Thai and Chinese artists such as Golf Fucking Hero and Chinese hip-hop artist MONEY (Menni) on the song Gone with Wind (Mo Shan), as well as the inclusion of popular Thai characters in China, Butterbear and Biancabear, adding vibrancy alongside top Chinese artists like Zhou Shen and Xu Minghao (THE8).

A key musical highlight was the reinterpretation of familiar Chinese songs in a Thai style, incorporating the three-beat rhythm, Thai musical instruments, and Thai lyrics. The music served as a bridge connecting the two cultures. Over 80,000 people participated in the two-day event, while live streaming on Chinese online platforms surpassed 410 million views.

Targeting the experiential market, expanding into food, fashion, and art toys to strengthen the lineup.

Beyond the main stage activities, the TCP Group designed spaces to create multi-faceted brand experiences, including a "Red Bull booth" offering special drinks, festival-style makeup services, and interactive games, along with a "Thai Village" featuring food, fashion, and live Thai cooking demonstrations of dishes like Som Tum (papaya salad) and Pad Krapow (stir-fried basil).

This includes a "Thai Stage" showcasing arts and culture, a fashion show, and Isaan remixed Thai music, as well as a "Thai Art" zone displaying art toys from six Thai artists in collaboration with Red Bull and sponsors, along with painting workshops. The aim is to transform Thai culture into interactive moments that attendees can participate in, experience, and share on social media.

Leveraging 30 years of experience in China, TCP is building a Thai brand for the international stage, highlighting its 70th anniversary.

TCP Group has been operating in China for over 30 years, giving it a deep understanding of the market structure, consumer behavior, and cultural context. This allows the company to identify precise connections between Thailand's creative potential and the interests of Chinese consumers, developing them into accessible and engaging experiences.

The launch of this project into its fourth year marks a significant step in elevating festivals created by Thai brands into sustainable international festivals. This aligns with the direction of TCP Group's 70th anniversary under the theme "70 Years of TCP: Igniting Potential... for the Future," which aims to leverage the brand's strength by providing opportunities and expanding the capabilities of Thai people in the global market.

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