Mr. Narut Chiansanong, Vice President of Advertising Media at Major Cineplex Group Public Company Limited, revealed that beyond competition in film content, revenue from the food and beverage business, or Concession, has become a key factor driving growth for the cinema business.
Recently, the company partnered with Birdy, a popular ready-to-drink coffee brand, to launch “Birdy Popcorn,” coffee-flavored popcorn, marking the first time in the Thai market. It combines Major's signature popcorn with Birdy's aromatic coffee flavor to offer consumers a new choice and add vibrancy to the cinema snack market.
Major continually develops new popcorn flavors beyond the main ones like cheese, sweet, salty, and truffle to create added value for its products and meet consumer behavior seeking to try new items and have different experiences.
This collaboration represents a brand partnership strategy leveraging the strengths of both brands. Major aims to expand its customer base among working adults and coffee enthusiasts, while Birdy extends its brand from the ready-to-drink beverage market into lifestyle products through new channels.
Ms. Korsuang Hiranmethakit, Ready-to-Drink Product Manager for Birdy at Ajinomoto (Thailand) Co., Ltd., said this partnership builds on the ongoing Movie Marketing strategy with Major. It aims to bring Birdy’s distinctive coffee taste and aroma to create a new experience through popcorn, reaching consumers from a new perspective.
“Birdy Popcorn” is available now until 15 August 2026 at food and beverage outlets in 50 Major Cineplex Group cinemas nationwide, including Kiosk Popcorn points and delivery platforms. The company expects this new product launch to stimulate spending within cinemas and energize the business in the second half of the year.