22 November 2024, Bangkok, Thailand – Asset World Corp Public Company Limited (AWC), Thailand’s leading integrated lifestyle real estate group, has partnered with Berli Jucker Public Company Limited (BJC) to launch a groundbreaking new “Big C” concept store at the “Phenix” project in the strategic Pratunam area. This innovative collaboration introduces a unique blend of supermarket and department store, offering a comprehensive shopping experience for premium and diverse food ingredients, directly sourced from producers in a "Shop in Shop" format. This will introduce a new dimension of shopping akin to a "Factory Outlet," featuring renowned local delicacies and world-class consumer goods, meticulously curated to meet the needs of modern consumers, tourists, food lovers, and the local community. Cutting-edge retail technologies will seamlessly connect the food ecosystem, offering an unparalleled shopping and dining experience. This initiative aims to attract shoppers, food enthusiasts, and tourists, while driving Thailand’s ambition to become a global culinary hub and a premier food destination. Get ready for the excitement from the "Phenix" project and "Big C," with exclusive promotions starting this December. The new "Big C" concept store is scheduled to officially open in Q2 2025.

Mrs. Wallapa Traisorat, Chief Executive Officer and President of Asset World Corp Public Company Limited (AWC), stated, " AWC is delighted to announce the collaboration and shared commitment between AWC and BJC Big C in creating a groundbreaking new concept store. This model will harness the diverse strengths of food industry partners and international pavilions from 14 leading nations, bringing global culinary products to the "Phenix" project. Combined with Big C's innovative retail concept, this partnership aims to create a standout experience that reflecting our commitment to fostering new opportunities for the food, retail, and wholesale industries, while supporting government strategies to position Thailand as a regional food hub. Furthermore, it aligns with policies aimed at creating unique tourism experiences and strengthening Thailand as a sustainable global destination for food and travel."

Mrs. Thapanee Techajareonvikul, Chief Executive Officer & President of Berli Jucker Public Company Limited (BJC), said, "We are delighted to partner with AWC once again to unveil a new ‘Big C’ concept that builds on the success of our presence at Asiatique The Riverfront Destination, which has been well-received by tourists and locals alike. We see an opportunity to jointly create a new concept at ‘Phenix,’ establishing a significant phenomenon that redefines the shopping experience with a unique identity. With features such as ‘Shop in Shop’ spaces and a ‘Factory Outlet’ for food products sourced directly from producers, we are creating a destination in the heart of the city that meets the needs of both retail and wholesale shoppers. Modern technology will further enhance the convenience, supporting tourism and boosting the economy while effectively addressing the needs of tourists and local communities."

The 3,000-square-meter ‘Big C’ concept store will be located on the ground floor of the ‘Phenix’ project, seamlessly combining supermarket and department store elements to serve the diverse needs of tourists, consumers, and food enthusiasts. The store will integrate with the ‘Phenix’ food ecosystem, enhancing the comprehensive dining experience featuring premium local products from diverse communities across Thailand. This initiative will expand the scope of shopping, dining, and tourism experiences, driving Thailand toward becoming a central hub and global destination for food.