Thai Preserved Food Factory (Wai Wai) has made a bold move into the premium segment with its new product line, Wai Wai WOW, priced at just THB 11 per pack. Initially available in two flavours – Korean Spicy Seafood and Japanese Curry Cheese, the company will roll out four more flavours in the first quarter of 2026, reported prachachat.net.
Wai Wai Wow offers authentic Korean and Japanese tastes but is priced lower than competitors (THB 11 baht vs THB 15). This new launch targets a broad audience, especially teens and young adults who crave adventurous and unique taste experiences.
WaiWai is capitalizing on the rapid growth of the premium instant noodle segment, which now expands at double-digit rates, far outpacing the single-digit growth of standard noodles priced at THB 7 per pack.
