Suntory PepsiCo Beverage (Thailand) Co., Ltd. has launched Tea+ Fruit Tea in two refreshing flavours — lychee and Fuji apple. To make the debut more engaging, the company has introduced distinctive brand characters, Appru‑kun and Lychi‑chan, infusing the products with emotional storytelling that connects Japanese tea culture to Thai consumers in a relatable way.
This approach taps into the thriving emotional comfort economy, where brand mascots and characters serve not only as collectibles but also as sources of comfort and “healing.” The trend is increasingly visible across the region, with foodservice players such as ZUS Coffee and Chagee embracing character‑driven branding to strengthen consumer affinity and emotional resonance.
