Calbee Ebisen‘s collaboration with SUNSU’s Muek Groob marks a strategic moment in the snack industry. On one side is Calbee Ebisen, Japan’s No 1 shrimp chip brand with 46 years of heritage in Thailand, representing tradition and consistency. On the other is Muek Groob, Thailand’s leading mala squid snack, embodying boldness, novelty and youth appeal.
Their collaboration is not simply about flavour experimentation but reflects a deliberate strategy to rejuvenate Calbee’s image, expand Muek Groob’s market reach, and directly target new generation of consumers who value intensity and novelty.
The product, Calbee Ebisen Mala Style by Muek Groob, fuses Ebisen’s light, crisp texture with Muek Groob’s numbing spice profile, creating a differentiated experience that resonates with adventurous snacking behavior.
We are seeing another example of how mala konjac snacks can collaborate with other categories, injecting Muek Groob’s trendiness among youth and the spicy, numbing taste profile that consumers actively seek.
