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MK Restaurants Embrace ‘Muketing’ with Auspicious Rebranding for Chinese New Year

by Ella

In a significant marketing move ahead of the Chinese New Year, Thailand’s leading Suki restaurant chain, MK Group, has rebranded four of its branches to “MongKol.” The term “MongKol” translates to “auspicious” in Thai, reflecting the company’s strategy of aligning with cultural beliefs and superstitions to enhance its brand appeal and bring good fortune in the Year of the Snake.

This rebranding is part of a broader trend in Thailand, where businesses incorporate superstitions and cultural practices, a concept known as “muketing.” Muketing blends marketing with the Thai beliefs of good luck and fortune, allowing businesses to leverage spiritual symbols, auspicious times, and other cultural elements to resonate with consumers.

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The four MK restaurant branches undergoing this transformation are located in popular shopping areas: Samyan Mitrtown, Central Westgate, Central Rama 9, and Central Rama 3. These locations are set to embrace the “MongKol” concept as part of their rebranding, offering customers an experience steeped in positive symbolism.

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A Culinary Celebration for the Lunar New Year

To further celebrate the Lunar New Year, MK Group has introduced five special “auspicious offering” sets tailored for family gatherings. These sets, ranging in price from 750 baht to 2,599 baht, are designed to cater to various tastes while maintaining the auspicious theme. The offerings include traditional delicacies such as MK roast duck, auspicious boiled chicken, Hong Kong-style red pork, and a variety of dim sum and rice dishes.

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A standout offering is the “Lucky Prosperity Suki with Auspicious Dragon” set, priced at 1,099 baht. This set includes high-quality ingredients, each chosen for its auspicious meaning, making it an ideal choice for those seeking both culinary delight and good fortune for the upcoming year.

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Last year, these “auspicious offering” sets proved highly successful, with over 40,000 units sold, representing a 25% increase in sales. MK Group anticipates even stronger demand for these offerings this year, as more families look to celebrate the Lunar New Year with auspicious meals.

The Importance of Rebranding for MK Group’s Growth

The decision to rebrand certain branches as “MongKol” is just one aspect of MK Group’s ongoing transformation. In 2023, MK Group introduced a new corporate logo featuring just the letter “M,” signaling a shift in its brand vision toward “Nourishing Happiness in Every Family.” This rebranding aligns with the company’s expanded goals as it transitions into a publicly listed company on the Stock Exchange of Thailand (SET).

The leadership of MK Group has also seen a significant change, with Tantawan Thirakomen and Thee Thirakomen, heirs to the founder Rit Thirakomen, taking on the roles of joint managing directors. While Rit continues to play an active mentorship role, the appointment of the new leadership marks a new era for the company, positioning it for continued growth in Thailand’s competitive food market.

Embracing Thai Beliefs for Future Success

The integration of “muketing” in MK Group’s marketing strategy is an example of how businesses can successfully blend cultural traditions with modern marketing techniques. By tapping into the power of superstitions and auspicious symbols, MK Group is not only enhancing its brand image but also fostering a deeper connection with its Thai customer base.

As MK Group continues to evolve with new branding, offerings, and leadership, it is set to maintain its status as a key player in Thailand’s food service industry. With its focus on tradition, family, and good fortune, MK Group is poised for a successful year ahead, continuing to delight customers with both great food and positive cultural experiences.

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