THAILAND | Exotic Food Public Company Limited has reinforced Thailand's "Global Thai Brand" potential by successfully bringing Thai food products into more than 80 countries.
In 2025, the company generated over THB two billion in revenue through a strategy focused on elevating Thai products from commodities to premium global brands, with strong value creation and international brand recognition.
The company had recognised the global opportunity for Thai cuisine at a time when the international Asian condiments market was relatively untapped, as consumers around the world became increasingly open to new culinary cultures.
From the outset, Exotic Food chose to focus on international markets by developing Thai food products that met global standards and were suitable for premium supermarkets, while building distinctive brands that stood out and were remembered worldwide.
Today, the global sauces and condiments market has continued to grow strongly, driven by rising consumer interest in home cooking, the growing popularity of Asian cuisine, and increasing demand for bold, spicy flavours.
Sriracha, in particular, has become one of the fastest-growing categories within the global condiments sector, fuelled by the worldwide rise of Asian food culture and its versatility across international menus.
For Exotic Food, brand value has remained at the core of long-term business growth and serves as a critical differentiator beyond price competition. The company strategically has positioned Thai products as premium offerings through modern, eye-catching packaging designed to stand out on shelves, while preserving authentic Thai flavours and adapting products to suit international consumer preferences.
Under the Flying Goose brand, the company offers more than 50 Sriracha sauce flavours, while the Exotic Food brand features over 700 SKUs of Thai condiments and ready-to-cook products.
Beyond product development, Exotic Food has placed significant emphasis on long-term brand building through marketing campaigns and collaborations with renowned chefs, local restaurants, and international lifestyle brands, including Anya Hindmarch and Percival.
These collaborations create new consumer experiences and allow the brand to connect more closely with local food cultures and lifestyles in each market.
Another key pillar of the company's strategy has been its exclusive distributor model, appointing only one distributor per country to foster long-term partnerships and improve market efficiency.
Both Flying Goose and Exotic Food currently have their strongest market presence in Europe, where demand continues to grow steadily. The company has also begun expanding into new markets, reflecting the rising global popularity of Thai cuisine and the significant growth potential of Thai flavours in international markets.
At the same time, the company will continue to invest in international quality standards, automation systems, research and development, and proactive cost and risk management to strengthen its long-term competitiveness, and will also focus on developing new products and innovations aligned with health and sustainability trends.
Looking ahead, Exotic Food will be preparing to showcase more than 700 SKUs at THAIFEX – Anuga Asia 2026, further reinforcing the global rise of Thai food brands under the concept of a "Premium Global Thai Brand."
More global news here
