KNOCKOUT Launches Legendary Muay Thai Icon ”Saenchai” as Brand Presenter Driving Thai Beverage Brand onto the Global Stage with a 1000 Million Baht Sales Target
The KNOCKOUT beverage brand has once again sent shockwaves through the Thai beverage industry by announcing the appointment of "Saenchai, KING OF MUAY THAI," the legendary Thai boxer recognized worldwide, as its latest Brand Presenter. This move reinforces the brand’s image of strength, agility, and the fighter spirit, while setting a clear goal for full-scale international market expansion.
Marketing Strategy Focused on the "Power of the Fighter"
The grand launch took place at THAIFEX - Anuga Asia 2026, the largest food and beverage trade show in Asia, held at IMPACT Muang Thong Thani on Tuesday, May 26, 2026.
Executives from De Smit Food International and Jimjam Thailand led the event, including Mr. Erwin De Smit, President of De Smit Food International Co., Ltd.; Ms. Vichada De Smit, Executive Chairperson of De Smit Food International Co., Ltd.; Mr. Kendo Kriangkraimat Photjanasuntorn, CEO of Jimjam Thailand; Mr. Athirach Churuang, Marketing Director of Jimjam Thailand The event was honored by the presence of business partners and distinguished guests, including:
Mr. Hans van den Born, Executive Director of the Netherlands-Thai Chamber of Commerce
Mr. Iaro Razanakoto, The Honorary Consulate of Madagascar
Mr. Narapat Kaewthong, Deputy Leader of the United Thai Nation Party
Mr. Worapon Kaemkhuntod, President of the Professional Association Public TaxiMortorist, who joined as a partner for distribution via taxis across Thailand.
Mr. Narong Pannok from BCC 24 NEWS
Mr. Suwit Butpring, Vice President of the Thailand-Asia Council for the Promotion of Economic, Trade, Investment and Cultural Corporation"
Colonel Polwat Subprasert, Lumpinee Stadium Promoter
Mr. Korkiat Panichayarom, World Boxing Promoter and renowned competition organizer
Selecting Saenchai as the brand presenter underscores KNOCKOUT’s position as a beverage that meets the needs of consumers looking for energy and refreshment. Saenchai serves as a symbol of determination and victory, aligning with the brand’s core mission to deliver energy to consumers in every situation, whether at work, during sports, or in daily life.
Aiming for the Global Market
Given Saenchai’s fame and global fanbase across Europe, the Americas, and Asia, this partnership serves as a vital piece of the puzzle for KNOCKOUT to establish brand recognition internationally. The company is preparing aggressive marketing campaigns, including online media, point-of-sale materials, and activities that will bring the brand closer to international consumer groups.
"Saenchai is not just a skilled fighter; he is an iconic figure with positive energy who is beloved by fight fans worldwide. Having him as a presenter for KNOCKOUT will help us connect more deeply with consumers and serve as a key driving force to make KNOCKOUT a beverage that people worldwide think of. We have set a sales target for both Thailand and the global market at 1,000 million Baht," said Ms. Vichada De Smit, Executive Chairperson of De Smit Food International.
For his part, the legendary champion from Saenchai Muay Thai Gym shared a message with his fans and the Thai people, stating that he will act as a representative to promote Muay Thai and Thai beverages in every country he travels to for competitions.
Meanwhile, Mr. Kendo Kriangkraimat Photjanasuntorn, CEO of Jimjam Thailand, added that fans and consumers should prepare for a special campaign featuring a new commercial film where Saenchai will showcase his unique Muay Thai skills blended with the refreshment of KNOCKOUT. This will be aired nationwide and through online channels soon, along with many special activities to win prizes from Saenchai.
For those interested in becoming a distributor, or to follow news and activities from KNOCKOUT, please visit the brand’s official social media channels: www.jimjamthailand.com Facebook: Knockout-Thailand
During the event, at booth TT27 in Hall 11, a Memorandum of Understanding (MOU) was signed regarding the business distribution of Thai beverage products between the executives of De Smit Food International Co., Ltd. and Mr. Iaro Razanakoto, The Honorary Consulate of Madagascar.
#KNOCKOUT #THAIFEX2026 #DeSmitFood #JimjamThailand #SaenchaiMuayThaiGym #EnergyDrink