Freen Sarocha, the New Face of Pepsi in Thailand
Freen Sarocha has become the ambassador for Pepsi Thailand, starring in the new campaign for the Japanese-flavoured Pepsi Ume.
Actress and model Freen Sarocha announced on her Instagram account that she is the new face of Pepsi in Thailand. The campaign, which is already starting to circulate, appears to be linked to the local launch of Pepsi Ume — a plum-flavoured variant inspired by Japanese tastes, reflecting the growing influence of Japanese cuisine in Southeast Asia.
Instead of replicating its successful line of Chinese-inspired flavours in Thailand — such as Osmanthus, White Peach Oolong, or Pomelo Bamboo — Pepsi has opted for a Japanese-inspired flavour profile, reminiscent of traditional products like Choya Umeshu and its non-alcoholic alternatives.
This move highlights a well-defined regional strategy: adapting beverages to local tastes with culturally recognisable references. With the backing of a beloved figure like Freen, the brand is not only introducing a new drink but also a fresh image aligned with Thai consumer preferences.
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