"It is summer but your face is cute, do you know?” a cool phrase from the song “ร้อนมากแม่” is strategically used by Yen Yen, the number 1 market leader of ready-to-drink herbal tea in Thailand to expand the customer base during 2021 Songkran festival this summer, when competition in beverage market is just as hot as the weather, highlighting the many benefits of 12 cooling herbs that are superior over any other cool drinks on the market by their deep coolness beneficial for the body and health. Using music marketing to attract new customer base of Gen Z teenagers a 20% sales growth is targeted throughout the summer which will result in dominating the market share of ready-to-drink herbal tea market for the whole year.

Tan Passakornnatee, President & CEO of Ichitan Group Public Company Limited, said that “Although during the past year Yen Yen has been affected by the COVID situation we are still able to maintain 68% the ready-to-drink herbal tea market share from the loyal fan of the original Jubliang herbal drink and a growing customer base of millennials gained from "Yen Yen Limited Collection Dragon Ball Z" that excited the herbal beverage market at the end of last year.

During Songkran Festival this year, Yen Yen will spend more than 40 million Baht in communication budget to reinforce the number 1 ready-to-drink herbal tea in the summer under the #ร้อนนี้ไม่ร้อนแน่ (This summer is not hot) campaign by joining hands with YOUNGOHM, the beloved rapper among young generation sending a music video “ร้อนมากแม่” which soared into Youtube trend with over 3 million views just 2 days after its release with its content that understands pain points Thai consumers have to face; from hot weather, various situations to the favorite hot and spicy Thai food, while offering a way to survive with "12 herbs to cool off the heat from Yen Yen" which is extremely refreshing, thirst quenching and also beneficial for health during hot weather under the brand concept of #ร้อนๆเผ็ดๆสู้ด้วยเย็นเย็น " Fight Hot & Spicy with Yen Yen.”

In addition, to reach a wider audience of Gen Z teenagers 3 cute boys who have a strong fan base like Buon - Noppanat Kanthachai, Prem-Warut Chawalitrujiwong from the Series “Until We Meet Again (Dai Daeng) and C-Pruek Phanich from the series "WHY RU THE SERIES Prao Rak Chai Plao" will continue to create engagement with target groups through both online and offline marketing activities throughout the campaign.

This summer be cool with the song “ร้อนมากแม่” https://www.youtube.com/watch under the campaign #ร้อนนี้ไม่ร้อนแน่ (This summer is not hot), and ready to cool off with “Yen Yen” Jubliang original and chrysanthemum available now in 400 ml. bottle size priced at 15 baht at convenience stores and leading stores nationwide. For information and to join the fun to win exclusive prizes follow Facebook Yen Yen www.facebook.com/yenyendrinks/