The Ultimate Culinary Destination in the Heart of Pratunam
Prime Minister Srettha Thavisin, embassies, government agencies, private sector food industry leaders, and Asset World Corporation Public Company Limited (AWC) have launched the “Phenix” project, a world-class comprehensive food hub located in Pratunam. This hub features high-quality ingredients from around the globe, culinary delights, entertainment, and fun. As a first-of-its-kind business model, it connects food producers and suppliers offline and online, showcasing over 1,000 global food brands to attract tourists and food lovers worldwide. The project includes Pratunam’s largest food lounge with over 200 famous restaurants, legendary eateries, and Michelin street food.
Supporting the country’s food and tourism industry, the project promotes Thai food businesses as a national soft power and aims to position Thailand as a global food hub and destination.
Prime Minister Srettha Thavisin stated, “On behalf of the government, I congratulate AWC on launching the ‘Phenix’ project. This hub brings together global food industry entrepreneurs and consumers, supporting Thailand’s policy of becoming the ‘food center of the region.’ It fosters knowledge exchange, food innovation, and expands trade opportunities both domestically and internationally.”
Wallapa Traisorat, CEO and Managing Director of AWC, said, “AWC believes in the country’s potential and is committed to strengthening Thailand’s tourism and food industry. Valued at over 10 billion baht, ‘Phenix’ transforms the former Pantip Plaza Pratunam into a 69,000 square meter strategic area. It connects food producers and entrepreneurs directly with buyers, featuring comprehensive, value-for-money wholesale prices. The project includes year-round activities such as the World Junior Chef Championship and the Phenix Academy to develop world-class food industry personnel. It aims to make ‘Foods Destination For All’ a reality.”
The “Phenix” project connects food entrepreneurs with comprehensive products and services, featuring over 1,000 leading food brands and expanding business capabilities online 24/7 through www.phenixbox.com. It has allocated over 20,000 square meters for a retail food lifestyle zone called the Food Lounge F&B Destination, offering a variety of dishes from legendary street food, Michelin street food, famous Thai restaurants, and popular spots recommended by Rapeepan Luangaramrut, with over 200 outlets.
Collaborating with global food industry partners, including Koelnmesse from Germany and Yiwu CCC Group from China, the project also involves leading food producers like Mitr Phol Group, CPF Global Food Solution, Thai Union, Betagro, ThaiBev, BJC, KCG Corporation, An Trendding & Import Export, PRG Corporation, and Siam Winery.
Year-round food and entertainment activities, a Taste Kitchen demonstration area, and the Phenix Grand Ballroom will host large-scale food events and festivals, such as the World Junior Chef Championship, Future Food events, and international concerts. The project aims to meet all food-related needs for customers, food enthusiasts, influencers, and global tourists, offering a one-stop destination for diverse culinary experiences.
To celebrate the opening of “Phenix,” special events will be held from June 26-30, 2024, including the world’s largest Pad Thai cooking event. The event will feature workshops, eating competitions, cooking demonstrations, and mini concerts by artists such as Sarah Salola, URBOYTJ, and Season Five. Detailed activity schedules are available on the Phenix Food Wholesale Hub Facebook page.
Additionally, the “Phenix” project has enshrined the “Heramba Ganapati” on the rooftop of the 6th floor for auspiciousness. The enshrinement ceremony was presided over by Thapanee Kiatphaibool,TAT Governor and Wallapa Traisorat. Visitors can worship for blessings in their lives.
The “Phenix” project is located in the heart of Pratunam (former Pantip Plaza Pratunam) and is easily accessible by public transport, with parking and free shuttle service. It is open daily, with the wholesale area operating from 10:00 AM to 8:00 PM and the food lounge area from 10:00 AM to midnight. For more information and details on special activities, visit the Phenix Food Wholesale Hub Facebook page or www.phenixbox.com. Entrepreneurs interested in joining the project can contact 065-549-6565.
