MAMA, a big brand, is creating an even bigger surprise, returning not just as instant noodles, but with a new image as “best friends who never abandon each other” through the fresh project “MAMACREW,” which brings together real-life young celebrities in one group. For this project, MAMA teams up with 6 representatives of modern friendship: the sweet and warm voice of INK WARUNTORN, the gentle synth-pop princess; NONT TANONT, a quality singer who has dominated the charts all year; and the Suea Rong Hai gang, icons of fun content. These three groups come together as “friends who have come together,” creating a new atmosphere that is more fun, warmer, and more approachable for the brand.

“Petch Panienwetch,” Company Director The marketing director of Saha Pathanapibul Co., Ltd. (SPC) revealed that the inspiration came from observing the relationship between "Mama" instant noodles and Thai people, which is deeper than just a quick meal for busy people. It's "food that provides a sense of safety"—opening the packet evokes a familiar feeling, like coming home. That's the heart of what led the brand to decide to shift its role from a shelf product to a friend with a clear identity. The Mama team viewed the presenters not as the face of the brand, but as "representatives of the community." "Ink" and "Non" are close friends with genuine chemistry, both on and off stage. "Suea Rong Hai" is a creator who makes every moment relatable to fans across multiple generations. This group was designed to be like a circle of friends who are always welcome to join in. It doesn't create a glamorous image, but emphasizes the "authentic humanity" that fans are already familiar with.

Mama's new arena isn't supermarkets, but TikTok, concerts, and the Creator Scene—a new generation where the lines between artists, influencers, and creators are blurring. Mama has intentionally positioned itself within this space, whether through music marketing, viral content, or cross-industry collaborations. Mama has translated its flavor into a new musical experience, interpreting the simple question, "If flavor had a sound…what would it sound like?" with the "Sound of Flavours" campaign. This project, in collaboration with Tor - Saksit Vejsupaporn, an artist who “speaks through music," resulted in an album of four songs, each evoking a different emotion. The campaign launched with the first single, "Nid Neung Por," sung by Ink - Warunthorn Paonil, representing nostalgia and warmth. It wasn't just about sales, but about restoring a sense of belonging to the brand, using sounds to transport Thais back to moments they've always associated with Mama – from the sound of boiling water to the warmth of the dinner table. Thus, Sound of Flavours is more than just a campaign; it's the "sound of life" resonating in the hearts of every generation. Moving forward, we can see Mama exploring new ideas in the world of music, content, and collaborations with many more artists, all stemming from the shared vision: "Mama wants to be a space for good feelings for everyone, wherever you are," ensuring its long-term sustainability.

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