- How Nitchamon Thakolsri is unlocking growth and leading modern Thai FMCG through “Collab Power.”
In today’s fast-moving marketplace, FMCG brands can no longer compete on product quality or functionality alone. The real challenge is earning lasting relevance with the next generation—specifically Gen Z and young consumers who set cultural trends and dictate market demand. To thrive, brands must stay “Forever Young.” That means decoding contemporary culture and embedding brands into the lifestyles, values, and evolving tastes of younger audiences.
Decoding Youth Insights: From Everyday Essentials to Lifestyle Statements
Leading this charge is Nitchamon Thakolsri, Deputy Chief Executive Officer – Business Innovation at NEO Corporate Public Company Limited (SET: NEO). As a next-generation executive, she places critical focus on “spotting trends early and understanding consumers deeply.” She recognizes that young consumers are not a monolithic group, but rather a vibrant mosaic of distinct communities, each driven by unique passions.
NEO harnesses these insights to build brand relevance. Through strategic brand collaborations and community marketing, NEO connects with diverse micro-audiences, elevating everyday essentials beyond functional utilities into genuine expressions of personal identity.
“At NEO, brand collaboration goes far beyond placing two logos on a package,” explains Nitchamon. “It starts with truly understanding youth self-expression—whether through T-Pop, art toys, fashion, trending character IPs, or street art. We blend these cultural touchpoints with our brands’ core identities, turning everyday items into lifestyle pieces that reflect individuality. This creates a deep emotional connection and fosters a shared culture where consumers feel genuinely seen and involved.”
The Dynamic of “NEO Collab Power”: Turning Products into Must-Haves
Driven by this strategy, NEO has generated significant market excitement this year through “NEO Collab Power,” seamlessly showing up where young consumers spend their time by partnering with icons and IPs that matter to distinct communities.
A clear example is D-nee x Wiggle Wiggle, which introduced the playful aesthetic of the South Korean lifestyle brand to product packaging, supported by popular singer Ink Waruntorn to build a fresh, relatable image among young consumers. Similarly, D-nee Kids x Jolly Bear brought together the familiar gummy bear character and fun scents to create a new experience for children’s products. This reflects NEO’s focus on turning consumer passions into brand experiences—taking daily essentials beyond function into items that reflect personal identity and preference.
At the same time, NEO engaged young fans by bringing in actor Phuwin Tangsakyuen for “Lucky Fans” activity, generating positive conversation online while highlighting Fineline’s long-lasting, cool, and fresh scent designed for modern daily routines.
In addition, Eversense launched the “BOW x LYKN” project, bringing together T-Pop group LYKN and actress Bow Maylada for the music video “You Shine I Choose”. The release communicated self-confidence and connected well with both fan bases, showing how consumer insights can help brands build closer relationships with specific groups.
Meanwhile, TROS stepped beyond conventional men’s grooming with the TROS x BENZILLA collection, featuring the renowned street artist’s iconic three-eyed character, “LOOOK.” The collaboration not only spotlighted an alluring scent, but also turned daily essentials into personal style statements for confident, expressive young men.
The Formula: Turning Cultural Buzz into Long-Term Loyalty
“The success behind NEO’s collaborative projects isn’t about chasing short-term hype,” emphasizes Nitchamon. “It is anchored in understanding what each community truly values and nurturing long-term relationships through community marketing—creating genuine spaces where people with shared passions belong.
When a brand enters the spaces where consumers feel like their true selves, it can easily expand from content and collaborations into experiences that drive ongoing engagement—turning everyday shoppers into loyal consumers who feel connected and grow with the brand over time.
For NEO, being a brand that stays ‘Forever Young’ isn’t about trying to act younger—it’s about understanding the new generation and knowing how to step into their world, keeping the brand relatable, connected, and growing alongside every generation.
