Mr. Oliver Ye, Managing Director of Wide Faith Food Co., Ltd., said the company’s marketing in Thailand focuses on the Rise Buddy brand as its first brand, which has been well received in foreign markets. This year, the company plans a full-scale launch in Thailand by appointing the T-Pop group iZ from OneMusic as presenter. The group has eight members: North, Team, Toon, Mark, Photo, Kan, Kao, and Pie.
All members represent health-conscious young people with energy and vibrancy, matching the dynamic image and positioning of iZ perfectly with the Rise Buddy brand. This presenter launch is a key strategy to expand the consumer base, targeting Gen Z and Millennials who value tasty, fun snacks that offer a better choice.
Global snack consumption trends are shifting as consumers replace meals with snacks due to busy lifestyles, moving from fried snacks to baked, healthier options such as low-fat, gluten-free, and plant-based products. This trend toward delicious but guilt-free snacks drives rapid growth in baked rice snacks, whole grain snacks, and protein snacks.
According to the 2025 Thai snack market report by StrategyHelix, the snack market is valued at 2.2–2.5 billion USD (78,000–88,000 million baht), growing annually at 6–7%. Most are fried or pleasure snacks at 70–75%, followed by nut and functional snacks at 18–22%,
and rice-based snacks at 5–7%. Health snacks are growing with global health and natural ingredient trends. The global snack market is expected to reach 287 billion USD by 2026, growing 6.11% annually, with the U.S. as the largest market at 55 billion USD and average consumption of 5.3 kg per person per year.
Rice-based snacks are forecasted to reach a market value of 5.75 billion USD in 2026, growing at 4.94% annually, and 6.99 billion USD by 2030. The Asia-Pacific region holds 35% of the global market, growing at 5.37% annually, above the global average.
Currently, Wide Faith Group derives about 90% of its revenue from exports and 10% from the domestic market. Its products are distributed across multiple global regions, exporting to 15 countries including the UK, Australia, New Zealand, Saudi Arabia, Russia, France, the U.S., Taiwan, Singapore, Uruguay, Brazil, the Philippines, Belgium, China, and the UAE.
The company holds the No. 1 market share in Australia at 36%, valued around 15 million USD, and in New Zealand at 45%, about 5 million USD. It exports rice-based snacks globally worth approximately 30 million USD annually, with production capacity at its Chonburi factory of about 13,500 tons per year.
For its 2026 business goal, Wide Faith Group targets sales of approximately 150 million baht by leveraging the iZ group presenter launch to build broad brand awareness for Rise Buddy, expand its consumer base, and grow distribution channels and promotional activities throughout the year.
Additionally, the company continues expanding exports of Thai rice-based crispy snacks internationally while developing products to meet new consumer needs under sustainability principles, including supporting local raw materials to benefit Thai farmers, using recycled packaging, and environmentally friendly production processes.
. AstraZeneca (Thailand) Ltd. has signed a Memorandum of Understanding (MoU) with the Siriraj Genomics Center, Faculty of Medicine Siriraj Hospital, Mahidol University, to promote and enhance advanced diagnostics and precision oncology. The collaboration focuses on applying genomics knowledge and medical innovations to improve cancer patient access to treatments within the healthcare system.
. Mr. D.I.Y. Holding (Thailand) Public Company Limited reaffirmed its leadership in the home improvement and lifestyle retail sector by winning two major awards at the 2026 Thailand's Most Admired Brand for the third consecutive year: the top brand in the modern retail channel for home repair and decoration stores, and the Brand Star Award for outstanding marketing and promotional activities. These awards reflect nationwide consumer confidence and trust. Mr. Anupap Kongmalai, Executive Vice President of Marketing, represented the company to receive the awards.