Following a record-breaking doubling of sales in 2024, Thailand’s Osotspa aims for a 30% sales increase for its M-150 Sparkling energy drink in 2025, driven by intensified marketing and the continued success of its ‘Cullen and Jung’ idol marketing strategy.
M-150 Sparkling aims to be the go-to carbonated energy drink for Gen Z and Millennials seeking diverse energy formats.
In 2024, M-150 Sparkling’s Idol Marketing strategy featured the famous travel duo ‘Cullen and Jung,’ who popularized the nickname ‘MISO’ (Korean for smile) for the brand.
Premiumization is a key driver of growth in Thailand’s energy drink market, though the THB 10 price point still holds significant volume. According to Osotspa, Thailand’s energy drink market saw significant value growth in higher-priced segments: THB 15+ increased from 7% (2021) to 11% (2024), and THB 12 surged from 9% to 40% in the same period.
