It's super-hot, you need to "take a vacation" Yen Yen catches the insight into Thai people’s consideration of taking vacation creates a campaign to maintain the herbal tea championship in response to the high season. Is there anyone who didn't take a vacation the previous year? If you are one, we are friends all over the country. Apart from having only a 6-day minimum vacation, which is among the top fewest in the world, statistics show that Thai people rank No. 7 in the fewest vacation usage. “Yen Yen”, a ready-to-drink herbal tea with heat quenching herbs under brand concept #ร้อนๆเผ็ดๆสู้ด้วยเย็นเย็น “Fight Hot & Spicy with Yen Yen”, invites Thais to take an easy 3-minute vacation in a campaign #พักร้อนจริงๆต้องกินเย็นเย็น “Yen Yen, a Must for a Real vacation”, hoping to help refresh you from the heat of the weather and work stress throughout this summer. It is with confidence that 20% sales growth can be pushed over the same period last year to dominate the market share of ready-to-drink herbal tea beverages all year round in response to the overall market of ready-to-drink tea that is expected to grow by no less than 20% in 2022, in contrast to other beverage groups.

Tan Passakornnatee, CEO of Ichitan Group Public Company Limited, who is the key man behind the creation of this unique brand “Yen Yen”, stated, “This year, Ichitan will penetrate the market in all channels, focusing on expanding the growth of the company's main products, Ichitan and Yen Yen, considering the overview of the growing ready-to-drink tea market, especially on the traditional trade channel, which benefited from the advantage of government measures to stimulate domestic consumption. According to Nielsen’s data the overall ready-to-drink tea market grew by 28.65% in January compared to the same period last year and continued to grow by 24.99% in February, resulting in the likely growth expected for the ready-to-drink tea market in 2022 being at least 20%, a trend that continues from 2021, with the market value at 11,213 million baht, growing 3.96%, stronger than the overall beverage group that shrank.

The strategy is thus set for "Yen Yen", one of the ready-to-drink herbal tea beverage categories with the most brand movements and ongoing customer engagement activities, such as the customer base expansion to the new digital generation at the start of the year by collaborating with the famous Facebook page "kiwtum" in a well-received special collection of labels for Chinese New Year, resulting in maintaining the number one market share leader in the ready-to-drink herbal tea market, to launch an interesting campaign #พักร้อนจริงๆต้องกินเย็นเย็น “Yen Yen, A Must for a Real Vacation” for the summer high season which was inspired by an insight of consumers’ vacation problems with an aim of Yen Yen sales growth of 11.59% throughout the year to support the target of Ichitan Group to reach 6.5 billion Baht, or more than 24% growth from the previous year.”

Despite the recent fluctuating temperatures in Thailand, it is forecasted that 35 provinces across the country must be prepared for sweltering hot weather with a high chance that the temperature will soar higher than 40 degrees. Yen Yen, therefore, enhances the highlight of being the cooling herbal drinks that are superior to any other heat-beating beverages in the market with the deep cooling from within characteristics that are beneficial for the body and good health guaranteed by the healthier logo in every flavor, namely "Yen Yen Jub Liang" that combines the value of 12 cooling herbs, "Yen Yen Chrysanthemum mixed with honey", the refreshing mellow fragrance, and the latest, "Yen Yen Minimal", the tasty less-sweet formula to please health lovers, and prepares to re-launch "Yen Yen Super Cool", the cooling Jub Liang formula for refreshment and thirst-quenching benefit for the Thai people in any occupation, be it office workers, medical personnel, merchants, or various employees, etc., who have been working hard for a long time without taking days off, or anyone who has to face hot weather. Let’s take a vacation with "Yen Yen" today at convenience stores and leading stores across the country.

As part of the campaign #พักร้อนจริงๆต้องกินเย็นเย็น “Yen Yen, a Must for a Real vacation” a commercial advertising was released to create full awareness across all platforms at www.facebook.com/yenyendrinks/videos/5208277389235901/ on how to "take a vacation" in just 3 minutes. In addition, to reach more Gen Z teenagers, Yen Yen prepares fun campaigns on TikTok and a full range of activities and special promotions for the summer. For example, on the hottest day of the year prepare to shop "a full carton of Yen Yen" at an unexpected special price with unprecedented discounts at www.ichitanoneshop.com. Follow us on Facebook Yen Yen www.facebook.com/yenyendrinks/ for details of every activity that Yen Yen prepares for you to take a vacation.