On April 19, the Royal Thai Embassy in China, CP Center and Tencel Red Bull brand jointly held the "2024 Thailand Songkran Festival and International Intangible Cultural Heritage Cultural Exchange Event", which focused on food, entertainment, art, culture and shopping, and comprehensively demonstrated the exotic customs and unique charm of Thai Songkran culture through a variety of interactive experiences, and further promoted cultural exchanges between China and Thailand.
At the opening ceremony, Benjamin Sukanjanajtee, Chargé d'Affaires a.i. of the Royal Thai Embassy in Beijing, delivered a speech at the event, saying that Songkran Festival, as a Thai New Year, is an important cultural tradition in Thailand. This year's Songkran Festival is even more special than previous years, as Songkran has been declared an 'Intangible Cultural Heritage of Humanity' by UNESCO as one of Thailand's indispensable cultural heritages. It is also hoped that through this series of cultural activities of Songkran Festival, more people can understand and appreciate the cultural traditions of Thailand and enjoy the full Thai style.
As the co-organizer, Tencel Group set up a special Red Bull brand exhibition area at the scene, exclusively customized surprise special drinks for this year's Songkran Festival, and brought a variety of Red Bull products for the Chinese market, such as classic Golden Can Red Bull ® Vitamin Flavor Drink, "0 Candy Flavor" Red Bull ® Vitamin Energy Drink and Bottled Red Bull ® Energy Drink.
Previously, Tencel Group also brought rich and diverse energy to the 4th Songkran Festival cultural exchange activities in Sichuan Province. At the celebration event held by Neijiang Normal University, Chinese and foreign guests from the Consulate General of Thailand in Chengdu, the Foreign Exchange and Cooperation Office of the Sichuan Provincial Department of Education, the Foreign Affairs Office of Neijiang City, and some schools in Sichuan gathered together to experience the unique charm of Thai culture.
It is understood that Red Bull's founding company, Tencel Group, originated in Thailand and is rooted in China. This year marks the 31st anniversary of the Red Bull brand's entry into the Chinese market since 1993, when Mr. Xu Shubiao, the founder of Tencel Group, set up the first Red Bull factory in China to give back to his homeland. This time, Tencel Group participated in the joint organization of the "2024 Thailand Songkran Festival" series of celebration activities, aiming to take the traditional Thai Songkran culture as an opportunity to show the cultural genes and innovative spirit carried by the Red Bull brand.
Zeng Senhong, President of Tencel Group China, said that Thailand and China have a friendship spanning thousands of years, and the space for economic and trade cooperation between China and Thailand has been further expanded under the historical opportunities such as high-quality Belt and Road cooperation and the full entry into force of RCEP. In addition, with the implementation of the visa-free policy between China and Thailand, consumers from the two countries can more conveniently visit the two places to experience the products and services of their respective markets. Tencel Group has a rich product portfolio in both Thailand and China, and is committed to providing diversified energy support for consumers in both countries.