Yen Yen, currently ranks first in the ready-to-drink herbal tea market, creates a new experience for Chinese New Year by collaborating with the popular Facebook page "kiwtum" to design Yen Yen cooling-herb labels that strengthen auspiciousness for Chinese New Year with “Stay cool and prosperous” a special collection for new generation consumers, introducing 3 new designs: auspicious deities label, auspicious animal label, and colorful Chinese New Year labels together with the most popular item - auspicious mobile wallpaper series, "Happiness, Money, Power" to enhance horoscope through mobile phone screen reaching out to the new generation for the digital era Chinese New Year with confidence to drive sales growth by 20% compared to the same period last year.

Yen Yen catches the trend of auspicious power enhancement of the new generation to overcome obstacles and liven up life through the volatility situation and joins hands with " kiwtum" to create a new experience for Gen Y and Gen Z customers who still adhere to the traditions of worshiping deities and ancestors during Chinese New Year festival, as well as presenting the identity of the more unique and modern new generation.

Tan Passakornnatee, President & CEO of Ichitan Group Public Company Limited, said, “The culture of worshiping deities during the Chinese New Year is a tradition that connects family members for a long time. It is a festival of family reunion through the tradition of ancestor worshipping for protection of the descendants and deities worshipping for the auspicious life. Today, the way of life in many families has changed to focus on convenience. Yen Yen, therefore, offers Yen Yen x Kiwtum products in a new packaging design as an alternative to paying respect to the deities in a modern, yet still binding with the tradition in a lovely way because we always think that good tradition has something to do with us; it is an identity of each generation. This will make it easier for today generation to appreciate the tradition, as well as for the family bonding through tradition to be more accessible.”

Under the concept of fighting heat and spices with Yen Yen", it is perfect to bring coolness to the new generation amid the surrounding situations as hot as a fire with its unique value of "12 cooling herbs" that can be drunk often, good for health, quality guaranteed with “Healthier Choice” label and a new design concept of cuteness in a “Stay cool and prosperous” collection developed with the page "kiwtum" , a famous encouraging creator, in 3 new label designs to enhance the luck of the Chinese New Year:

1. Auspicious Deities Label enhancing wealth, work, and love

2. Auspicious Animal Label for the Year of the Tiger strengthening dominance, fulfillment, and good luck to protect and bring in property, and eliminate bad lucks

3. Colorful Chinese New Year labels; lion dance, enhancing power, courage, and loyalty since the lion is believed to be a sacred creature that brings good fortune and only its roar can ward off evil. The lion dance will enhance the power of fortune and prosperity.

In addition, with an insight into the superstitious consumer behaviors in the digital age Yen Yen offers a super hit item; auspicious mobile wallpaper series " Happiness, Money, Power", to easily enhance lucks at your fingertips by just saving the picture to your mobile phone and carry with you anywhere the auspiciousness with no worries.

Freshen up and cool off every day and be ready to receive the auspicious cooling power with "Yen Yen Stay cool and prosperous” in the 400-ml bottle still priced at 15 Baht available at stores and department stores across the country, suitable for paying respect to deities and ancestors to welcome good luck in the year of the Tiger, or giving as a gift to enhance good luck on Chinese New Year's Day. You can download the auspicious mobile wallpaper series and follow special events to receive exclusive prizes via Facebook Yen Yen at https://www.facebook.com/yenyendrinks. Yen Yen for deities worshiping this year #Stay Cool and Get Rich #Fighting Heat and Spices with Yen Yen.