Big One Group, which owns snack brands including BIGGA, OK and BISKIO, has launched OK Fortune Stick Biscuit, turning snacking into a playful fortune-telling experience. Each biscuit stick features a lucky symbol and fortune message, with the pack inviting consumers to shake the box and draw a stick to reveal their prediction.
The launch taps into Thailand’s strong Mutelu culture, where consumers engage with fortune-telling, auspicious symbols and other practices associated with improving luck, prosperity and success. A 2026 Bansomdej Poll found 47.9% participated in fortune or destiny telling, while financial and career blessings were prominent motivations. This interest has increasingly entered consumer marketing, with Thai brands incorporating lucky numbers, horoscopes and auspicious imagery into products and promotions.
