Bangkok, 26 May 2026 — Namchow Thailand, a specialist in rice-based processed food products, is strategically focusing this year on expanding into the younger consumer segment. The company is taking a major new step forward under the concept “New Journey into the Future”, reflecting its vision to drive the future of the global food industry through innovations that seamlessly combine health, lifestyle, deliciousness, and fun.
This vision will be showcased at THAIFEX – ANUGA ASIA 2026, Asia’s largest international food and beverage trade exhibition. Visitors can also enjoy a variety of activities at Booth No. 3-M01, Challenger 3, IMPACT Muang Thong Thani, from 26–30 May 2026.
Ekasak Kaewketa, Deputy General Manager at Namchow Thailand, shared the company’s vision and strategic direction for this year: “Today marks an important transition period in both consumer behavior and the direction of the global food market. Especially among younger generations, consumers are increasingly prioritizing health alongside quality, enjoyment, and convenience. Food is no longer just about ‘taste’ — it has become part of consumers’ lifestyles and daily living. Therefore, we are committed to developing food innovations that are accessible, modern, enjoyable, and capable of meeting global market demands in the long term.”
“As a global specialist in rice-based processed food products, exporting to more than 70 countries worldwide, and No. 1 Rice Cracker Exporter. Namchow is ready to mark another important milestone under the concept
‘New Journey into the Future.’ We are committed to driving our business through Better-for-You products and future food innovations under the philosophy ‘Future for Everyone Wellness Everyday,’ because we believe that a better future begins with better everyday wellness. This new journey represents a transformation of our brand image to become more modern and connected with younger generations through branding, new product development, and stronger expansion in both domestic and international markets. At the same time, we continue to strengthen our high-quality ODM and OEM business to support global partners around the world.”
One of the key highlights at the event is the launch of two new products designed for the Healthy & Street Food segment:
1. BinBin Multigrain A new-generation baked rice snack innovation under the slogan:
“More Delicious Than Expected, Better for Your Cardiac Well-Being.”
Developed to match the lifestyles of modern consumers who care about health while still seeking delectability, convenience, and enjoyment in everyday snacking.
BinBin Multigrain is made from Thai jasmine rice combined with the nutritional benefits of three super grains: brown rice, black sesame, and flaxseed. Positioned as a Better-for-You Snack, the product is baked, not fried, contains 50% less fat, is gluten-free, and contains no added preservatives, artificial colors, or MSG. It responds to the rapidly growing global healthy snacking trend. The product launches with two exciting new flavors:
- Triple Cheese — A rich blend of three popular cheeses — Parmesan, Cheddar, and Romano, delivering a bold, creamy, and savory cheese flavor in every bite.
- Chilli Nori — combining mild spiciness with the aromatic taste of Japanese-style seaweed for a unique and enjoyable snacking experience.
2. Mee Jang
A modern instant food brand inspired by world-famous street food dishes, reimagined in a convenient and contemporary format to suit the fast-paced lifestyles of modern urban consumers who seek convenience, speed, and authentic full-flavor experiences in every meal.
Mee Jang offers a unique street food experience through a variety of noodle styles, from soft and chewy rice noodles to signature springy noodles, paired with authentic flavors inspired by popular street food dishes from around the world.
The launch lineup includes three popular flavors:
- Pad Thai — perfectly balanced sweet and sour flavors with authentic Thai street food aroma.
- Boat Noodles — rich and flavorful soup infused with traditional Thai spices.
- Mee Goreng — bold Indonesian-style street food flavor with a harmonious balance of sweetness and spice.
In addition to its distinctive flavors, Mee Jang is certified Halal, providing consumers with confidence and peace of mind in every meal.
Another factor that has enabled Namchow Thailand to maintain its position as a trusted “specialist in rice-based processed food products” for over 30 years is its extensive experience and deep understanding of consumer needs in each region around the world. This includes insights into taste preferences, lifestyles, and evolving market trends.
This new chapter in 2026 not only reinforces the company’s internationally trusted standards in quality and innovation, but also demonstrates how Thai rice can be transformed into cutting-edge food innovations that meet the lifestyles of younger generations worldwide, while helping drive the sustainable growth of Thailand’s food industry on the global stage.
The company also introduces “Little BinBin”, the BinBin brand mascot, designed to strengthen brand recognition and communicate a more approachable and friendly image to younger consumers, especially families and children. With a fun, cheerful, and modern personality, the mascot helps create emotional connections through online communications and brand experiences, reflecting Namchow’s approachability, enjoyment, and engagment. The name “BinBin” also symbolizes the long journey of a Thai brand proudly delivering Thai rice snacks to consumers around the world.
Visitors at the event can also enjoy special activities, including: (1) sampling four new flavors and voting for their favorite products. (2) Liking the Facebook Fanpage for a chance to receive exclusive prizes.
In 2026, Bin Bin Multigrain and Mee Jang will be made available in leading convenience, supermarket channels and online platforms including Shopee, Lazada and Tiktok.
#NamchowThailand #นำเชาประเทศไทย #BinBinMultigrain #MeeJang #Ricecracker
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