Ramyeon, kimchi, kimbap, and soju, as well as K-series and Korean artists, have been pop culture among Thais for a longtime. It has become a new set of values and a new way of life. This led Ichitan Group to capture this trend by launching TANSANSU Korean Soda, a beverage that creates an experience based on the concept of "TANSANSU Korean Soda ; refreshing, Fizzy, No Sugar." focusing on Gen Z, who concern with their health, enjoy trying new things and are passionate about K-Pop culture. TANSANSU is expected to be one of Ichitan's star products as the company expands its product portfolio to penetrate a larger market size in the soft drink market. Set a target of 150 million baht in sales this year to support the Ichitan Group's target of 24% total sales growth.

"TANSANSU brand is inspired by the power of the passion of the new generation that I have seen many times when I go to the airport and run into them," Tan Passakornnatee, CEO of Ichitan Group PCL, said. “There were groups of Korean artist fans who are expecting the arrival of their favorite artists. They always try to convince me to have their favorite artists present Ichitan’s products. This is an intriguing idea that Ichitan should not dismiss”

Currently, Thailand's K-POP Community market is ranked 6th in the world with a value of more than 9,636,000 US dollars for goods and services, driven by Gen Z, a distinct group that can be seen by joining forces to fully support the artists they adore, such as selling out almost every concert, a jam-packed mall phenomenon, and having a strong international fan community on social media. It is a distinct and powerful consumer group since Gen z has the power to choose and purchase products that are relevant to them. As a result of being a part of this pop culture, Ichitan has developed beverages that respond to young consumers, which is a revolution in the new era of Ichitan, which positions itself as more than an RTD tea producer and has the potential to expand into other beverage categories.

As a result, the brand "TANSANSU" is an essential element that Ichitan brings up in order to expand its portfolio into a larger soft drink market. In addition to the fizzy Korean style look, TANSANSU embraces the insight mindset of Gen Z, who is full of passion, determination to achieve dreams, energetic, and enjoys gathering with friends, to become TANSANSU brand characters.

Nielsen Research reveals an overview of the soft drink market in the first 9 months of 2022 with a market value of 42,695.60, a 5.5% increase over the same period last year. The 0% sugar soft drink market is rapidly expanding. Color carbonated soft drinks had a market value of 2,026.9 million baht, a 57.2% increase, while black carbonated soft drinks had a market value of 2,732 million baht, a 20.2% increase.

Recently, an advertisement for " TANSANSU " was released to social and mainstream media, introducing "Tan San means fizz" and "Su means drink," with the first two flavors: Soju Bomb, Fizzy Soju taste, and Yogurt flavor with sweet and sour, easy and fun to drink, 0% alcohol, 0% sugar, comes high vitamin C in a 360 ml size. It was well received by customers. Ichitan is confident that TANSANSU will achieve its sales target of 150 million baht this year. The brand plans to introduce popular K-Pop artists as brand endorsers by next year to support marketing activity and achieve 600 million baht in sales by 2023. To find out who will be the Tansansu endorser, follow to https://www.facebook.com/Tansansuofficial