The Thai government, industry leaders, and Asset World Corporation (AWC) recently inaugurated “Phenix,” a pioneering food hub in central Bangkok. This unique initiative aims to revolutionize Thailand’s food industry and elevate its position on the global culinary map. Phenix integrates food wholesale and retail under a novel business model, bridging manufacturers and buyers through both offline and online channels, embracing the concept of “Flavor Gets Its Wing Worldwide.”
Beyond commerce, Phenix offers a lifestyle experience encompassing entertainment, culinary excellence, and indulgence. The hub is strategically located in Pratunam, covering over 69,000 square meters and serving as a direct connection hub for food operators of all scales. Phenix focuses on providing comprehensive selections, good value, and competitive wholesale pricing, while collaborating with international embassies and trade promotion organizations to host international pavilions showcasing global food products.
The project, backed by the Thai government’s IGNITE TOURISM THAILAND policy, aims to establish Thailand as a ‘Regional Food Hub’ and a leading ‘Food Ecosystem Destination.’ Phenix offers a strong ecosystem, partnering with leading banking and other services to strengthen businesses. The hub hosts 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” at Phenix provides an ideal setting for business and casual meetings, complementing tourism attractions with a diverse array of culinary delights. This integrated trade model creates a seamless ecosystem of premium experiences, positioning Phenix as the ultimate ‘Foods Destination For All.’
The Phenix Business Platform caters to the extensive requirements of food entrepreneurs, establishing itself as the premier ‘World’s Food Wholesale Hub.’ It offers access to a wide spectrum of food products and services, encompassing local favorites and renowned global brands, totaling over 1,000 leading food labels. This hub guarantees uninterrupted year-round connectivity between buyers and sellers, available through both offline at the “Phenix” project and online at www.phenixbox.com. Its flexible purchasing system caters to businesses of all scales, accommodating small enterprises as well as large organizations seamlessly.
Phenix dedicates over 20,000 square meters to a prestigious food lounge zone, showcasing a diverse range of culinary delights. This area features renowned venues including Michelin-recommended street food stalls and other celebrated restaurants, totaling more than 200 dining establishments. The venue provides a spacious and inviting atmosphere, with options ranging from expansive co-living areas to intimate chef’s tables and upscale fine dining spots.
Phenix also collaborates with esteemed global leaders in the food industry, including Koelnmesse from Germany, organizers of renowned global food exhibitions like Anuga and Thaifex, and Yiwu CCC Group, operators of the world’s largest wholesale market for miscellaneous goods in Yiwu, China. This strategic partnership aims to foster an ecosystem for the food industry, engaging top food manufacturers such as Mitr Phol Group, CPF Global Food Solutions, 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 pioneer packaged rice producer), and Siam Winery (Asia’s leading wine producer).
