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Mogu Mogu

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Mogu Mogu
Bottles of Mogu Mogu (1 l size) on a store shelf in Europe
Produced bySappe
CountryThailand
Introduced2001
MarketsWorldwide

Mogu Mogu is a brand of fruit-flavoured drink with pieces of nata de coco (coconut jelly), produced by Thailand-based Sappe Public Company Limited [th] and exported to many international markets, especially South Korea, the Philippines, Indonesia and France.

History

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Mogu Mogu was conceived in 2001, when the company was a small family business making bakery products, known as Sapanan General Food Co., Ltd. The family head, Anan Ruckariyaphong, wanted to expand into the beverage business, and his son Adisak (now Sappe's vice chairman), who had just returned from studies in Japan, came up with the idea of differentiating the product by adding nata de coco. The product, which Sappe says was the first of its kind, was well received by testers, but sold poorly in the lower-income market that Sapanan then catered to, with unattractive packaging and an original unit price of ten baht (US$0.23 at the time). Only after a packaging redesign, with the price reduced to five baht ($0.11), did sales improve. The product was also given the name Mogu Mogu, after the Japanese onomatopoeia for the sound of chewing, mogu (もぐ).[1]

Mogu Mogu was initially sold by small-scale retailers, but was limited to the low five-baht price point by Sapanan's existing market. Once the company expanded into newer retail channels, sales sharply increased, allowing the company to invest in increasing production capacity.[1] Mogu Mogu then achieved nationwide distribution via CP All's chain of 7-Eleven convenience stores in 2006,[2] and became very successful, prompting the emergence of similar competing products. However, as heavy competition in the beverage market led to price wars in the late 2000s, the company decided to pull back from the domestic market and focus on overseas expansion instead.[3] Mogu Mogu was withdrawn from the Thai market for one year between 2010 and 2011,[4] and again in 2016, after which it was replaced by local sister brand Gumi Gumi.[5][6][7]

As of 2024, Mogu Mogu is not available in Thailand, save for certain seasonal promotional events.[8]

International sales

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Internationally, Mogu Mogu is sold in 98 countries as of 2023,[9] with the most significant market presence in South Korea, the Philippines, Indonesia and France.[10]

The brand entered the South Korean market in 2011, but faced difficulties for seven years before achieving widespread brand recognition.[9] In 2019, it entered into a brand-licensing partnership with Lotte Corporation. Sappe has since pursued marketing campaigns for Mogu Mogu through K-pop, sponsoring the boy group BTS's variety show Run BTS as well as the 2023 K-drama Crash Course in Romance.[5][11] In 2024, the company named Seventeen as Mogu Mogu's global brand ambassador.[12]

Mogu Mogu was launched in the Philippines in 2008, and began distribution through schools, events, and a few convenience store chains. Within five years it had expanded nationwide.[13] Sappe established a local subsidiary—Sappe Philippines Corporation—to oversee operations in the country in 2023.[14]

Sappe began heavily expanding Mogu Mogu's reach in Europe in the 2020s, focusing on France as the primary market with considerable success. Sappe reported a year-on-year sales growth in the country at 285.4% for 2023.[15] The drink's popularity also spread to nearby countries, particularly Portugal and Belgium,[16] in part fuelled by online marketing via social media influencers (especially in the United Kingdom) and viral TikTok trends.[17][18][19]

Description

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Mogu Mogu is a ready-to-drink non-carbonated fruit-flavoured soft drink, with cubes of nata de coco suspended inside. It is available in up to 24 flavours (depending on region), and is typically packaged in 320-ml bottles, as well as in larger ones of 1,000 ml.[20]

Commentators and industry analysts have compared the drink's rise in popularity to that of bubble tea, another drink with chewable ingredients. It was observed that the drinking experience, with the chewable nata de coco pieces, introduced a novelty that helped Mogu Mogu stand out among other products.[21][22][23] This is emphasized in the drink's marketing, which features the slogan "You Gotta Chew!"[22]

Mogu Mogu is a sugar-sweetened beverage. In Singapore, regulations introduced in 2022 assigned it a Nutri-Grade of D, which prohibits advertising.[24] The brand also produces a reduced-sugar series,[20] and has since introduced sugar-free varieties.[25]

References

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  1. ^ a b "รู้จัก "ก้อง-อดิศักดิ์ รักอริยะพงศ์"แห่งเซ็ปเป้ บิวตี้ดริงก์" หวานใจ ซี-ฉัตรปวีณ์". Positioning Magazine (in Thai). 20 November 2014. Retrieved 26 April 2025.
  2. ^ "แบบแสดงรายการข้อมูลประจำปี แบบ 56-1 สิ้นสุดวันที่ 31 ธันวาคม 2560 บริษัท เซ็ปเป้ จำกัด (มหาชน)" (PDF) (in Thai). Sappe Public Company Limited. 2018. p. 1. Retrieved 26 April 2025.
  3. ^ "เซ็ปเป้ลุยยุโรปหนีแข่งราคา". Post Today (in Thai). 1 June 2011.
  4. ^ "อำลาโมกุ โมกุ" (Press release) (in Thai). ryt9.com. ThaiPR.net. 17 June 2010. Retrieved 26 April 2025.
    "ภาพข่าว: โมกุ โมกุ กลับมาแล้ว!!!" (Press release) (in Thai). ryt9.com. ThaiPR.net. 16 August 2011. Retrieved 26 April 2025.
  5. ^ a b "ทำไม โมกุ โมกุ แบรนด์เครื่องดื่มของไทย ฮิตในเกาหลีใต้". Longtungirl (in Thai). 4 October 2023. Retrieved 26 April 2025.
  6. ^ "ใหม่! “กุมิ กุมิ” น้ำผลไม้ผสมวุ้นมะพร้าว" (in Thai). ryt9.com. ThaiPR.net. 5 September 2016. Retrieved 26 April 2025.
  7. ^ "ตามดูกลยุทธ์ 'เซ็ปเป้' ปั้นแบรนด์ Mogu Mogu ขาย 100 ประเทศทั่วโลก ดึง SEVENTEEN นั่งแบรนด์แอมบาสเดอร์ เจาะกลุ่มแฟนด้อม - Brand Buffet". Brand Buffet (in Thai). 29 May 2024. Retrieved 26 April 2025.
  8. ^ "เซ็ปเป้" ปั้น โมกุ โมกุ ขายทั่วโลก. การตลาดเงินล้าน (in Thai). Bangkok. 8 June 2024. 3:33 minutes in. TNN 16. Retrieved 1 May 2025.
  9. ^ a b Jitpleecheep, Pitsinee (30 October 2023). "Sappe grows a global brand". Bangkok Post. Retrieved 30 April 2025.
  10. ^ สาวิตรี รินวงษ์ (11 September 2022). "'บีทีเอส-เกาหลีใต้' เส้นทาง 'โมกุโมกุ' เสริมแกร่ง 'เซ็ปเป้' สู่แบรนด์โลก". Krungthep Turakij (in Thai). Retrieved 26 April 2025.
  11. ^ Cunningham, Susan. "Thailand's Sappe Accelerates Efforts To Establish Itself As Global Lifestyle Brand". Forbes Asia. Retrieved 26 April 2025.
  12. ^ "SAPPE names K-Pop band SEVENTEEN its First Global Brand Ambassador for flagship fruit drink Mogu Mogu". ACN Newswire (Press release). 31 May 2024.
  13. ^ "Mogu Mogu celebrates 10th anniversary in the Philippines". BrandSpace. Philstar.com. 28 May 2018. Retrieved 26 April 2025.
  14. ^ แบบ 56-1 One Report ประจำปี 2567 บริษัท เซ็ปเป้ จำกัด (มหาชน) [Form 56-1 One Report, 2024, Annual Report Sappe Public Company Limited] (PDF) (in Thai). Sappe. pp. 30, 278. Retrieved 30 April 2025.
  15. ^ ""เซ็ปเป้" ส่ง Mogu Mogu ขายกระฉูดตลาดต่างประเทศ สร้างรายได้-กำไร สูงสุดเป็นประวัติการณ์". Matichon Online (in Thai). 1 March 2023. Retrieved 26 April 2025.
  16. ^ "Mogu Mogu: Edible drink is a hit in Belgium". The Brussels Times. Retrieved 26 April 2025.
  17. ^ Beeson, James (7 January 2025). "Viral 'chewable' soft drink Mogu Mogu bolsters retail presence as sales soar". The Grocer.
  18. ^ Harris, David (1 August 2024). "Thirst among equals | In focus: Soft drinks". Talking Retail. Retrieved 26 April 2025.
  19. ^ Ekren, Cansu (14 February 2025). "11 Top TikTok Marketing Agencies Crushing Social ROI in 2025". Digital Agency Network. Retrieved 30 April 2025.
  20. ^ a b "MG_Catalog2021.pdf (Mogu Mogu Catalog 2021)" (PDF). Sappe. Retrieved 30 April 2025.
  21. ^ Arthur, Rachel (25 September 2024). "Texture: The next frontier in beverage innovation". BeverageDaily. William Reed. Retrieved 30 April 2025.
  22. ^ a b Redden, Claire (8 January 2023). "Mogu Mogu: The Fruity Thai Drink That's Full Of Coconut Jelly". Tasting Table. Retrieved 26 April 2025.
  23. ^ Cooper, Gael Fashingbauer (8 December 2022). "We Tried Mogu Mogu—and It's Delicious". Taste of Home.
  24. ^ Tani, Mayuko (27 December 2022). "Singapore tightens regulations on sweet drinks to tackle diabetes". Nikkei Asia. Retrieved 26 April 2025.. Cited in "สิงคโปร์เริ่มบังคับใช้ฉลากโภชนาการ Nutri-Grade ห้ามโฆษณาเครื่องดื่มน้ำตาลสูงในสิงคโปร์". ศูนย์ข้อมูลเพื่อธุรกิจไทยในสิงคโปร์ (in Thai). Royal Thai Embassy in Singapore. 26 January 2023. Retrieved 30 April 2025.
  25. ^ Hart, Jasper (26 February 2025). "Mogu Mogu to launch Zero Sugar duo". Better Retailing. Retrieved 30 April 2025.
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