Ichitan Group PCL (SET: ICHI) is expanding its non-tea beverage portfolio with the strategic launch of "Tansansu Black Valentine Cola Bomb," capitalizing on Thailand's growing singles demographic and the lucrative Valentine's season market opportunity.

According to the National Statistical Office, the number of single individuals among teenagers and working adults has steadily increased, now reaching 50.9%. This trend reflects the growing prevalence of single lifestyles in society, aligning with “Tansansu,” a Korean-style soda under the Ichitan Group that continues to cater to Gen Z’s preferences with a fizzy experience. This Valentine’s season, a time highly anticipated by young consumers, “Tansansu” is set to shake up the soft drink market with the launch of “Tansansu Black Valentine Cola Bomb.” This drink embodies the emotions of young individuals facing unrequited love, inspired by Korea’s Black Day, a day when singles and the heartbroken indulge in black-colored foods. With the concept “The Taste of Heartbreak,” this drink stands by your side when love turns black. Enjoy an intensely fizzy cola with a bold "cola bomb" flavor (콜라 폭탄), all without alcohol. The story of unrequited love is depicted through a dual-label design, starting with a Thai version and continuing with a Korean side that reveals a plot twist involving five different relationships to follow this Valentine’s season.

"This strategic product launch represents our commitment to diversifying our revenue streams beyond our traditional tea segment," said Tan Passakornnatee, CEO of Ichitan Group PCL. "Tansansu is positioned as a key growth driver in our non-tea portfolio, targeting the highly valuable Gen Z consumer base. We're particularly optimistic about this launch as it combines product innovation with strong digital marketing integration."

The company's market strategy includes:

• Exclusive distribution partnership with 7-Eleven, Thailand's largest convenience store chain
• Digital-first marketing campaign leveraging TikTok, the preferred platform for Gen Z consumers
• Limited edition release strategy to drive immediate market demand
• Premium positioning at 20 baht per 360ml unit

The launch is part of Ichitan's broader strategy to strengthen its position in the non-tea beverage segment, with the company targeting significant sales contribution from this new product line in 2025. The product's unique positioning, inspired by Korea's "Black Day" cultural phenomenon, demonstrates Ichitan's innovative approach to product development and market differentiation.

This launch marks Ichitan's first major product initiative of 2025, showcasing the company's continued focus on product innovation and market expansion. The company has also developed an integrated marketing campaign featuring popular Thai actors to drive brand engagement and market penetration among its target demographic.

Check out the [Official Teaser] for Black Valentine The Series

https://www.tiktok.com/@tansansu.official/video/7465651008115346695