‘Birdy’ Taps ‘BILLKIN’ as New Brand Presenter, Launching Major Rebrand with the ‘Smiley Icon’ on New Logo to Create “Good Moments, Your Way”

• Birdy refreshes its brand image, debuting the new ‘Smiley Icon’ logo - a symbol of happiness, and introducing ‘Birdy Robusta’ as the Hero Product, offering a bold, delicious coffee taste to win over coffee lovers.
• Launching ‘BILLKIN’ as the new presenter for Birdy Robusta at the “Birdy Smile Station” event to convey good moments to everyone under the concept “Good Moments, Your Way”.
   

On March 28, 2026, “Birdy,” Thailand’s number one canned coffee brand under Ajinomoto Co., (Thailand) Ltd., is moving forward with a major brand image refresh to promote “Eat Well, Live Well.” The company updated its logo with new Smiley Icon, reflecting the brand’s mission to be part of consumers’ good moments in their daily lives under the concept “Good Moments, Your Way.” To represent this new, fun, and vibrant image that resonates with the younger generation, Birdy has officially named the popular artist “BILLKIN - PUTTHIPONG ASSARATANAKUL” as its latest presenter for Birdy Robusta at Central Park Bangkok.

Rebranding Birdy: Understanding Every Life Moment and Modern Coffee Trends

Modern coffee drinkers no longer consume coffee just for awakening; they seek experiences and moments of happiness throughout the day, whether during rest, social activities, or pursuing hobbies. Coffee has become a lifestyle staple and a source of daily "good moments”.

This year, Birdy is focusing on meeting the evolving lifestyles of consumers with a new Smiley Icon in the logo that represents happiness and smiles. Meanwhile, 'Birdy Robusta' serves as the hero product communicating refreshed brand image that is more modern and accessible than ever. Birdy aims to be a go-to choice that helps create small moments of happiness for a 'Good Moment, Your Way'.

RTD Coffee Market Growth and the Youth Lifestyle

Thailand's Ready-to-Drink (RTD) coffee market continues to grow, reaching a value of over 17,000 million Baht in 2025, a 6% increase from the previous year. Birdy maintains its market dominance with over 50% market share, remaining the Thailand’s top-selling brand.

Ms. Panida Nuengraksa, Household Business Division Manager at Ajinomoto Co., (Thailand) Ltd., stated: "The younger generation has increasingly diverse lifestyles, interests, and hobbies, each with their own definition of happiness. Birdy understands these differences and wants to support everyone’s happiness through our new Smiley Icon. We want Birdy coffee to help turn an ordinary day into a 'Good Moments, Your Way.' This refresh also reflects Ajinomoto’s ‘Eat Well, Live Well’ philosophy, aiming to improve consumer quality of life through high-quality products and moments of happiness."

BILLKIN PUTTHIPONG: Channeling the Energy of a New Generation

“Birdy” has selected BILLKIN - PUTTHIPONG ASSARATANAKUL as the representative to communicate with the diverse younger generation. BILLKIN is someone who does not limit himself to a single role and possesses a natural, sincere personality. This aligns perfectly with Birdy, which meets the needs of varying lifestyles and supports everyone in creating their own “Good Moments” in their own way

BILLKIN PUTTHIPONG shared his excitement: “I am thrilled to be the presenter for Birdy’s fresh, fun, and happy new look. It perfectly aligns with my lifestyle of trying new things and doing what I love to create my own 'Good Moments.' I am happy to be part of delivering smiles and the 'Eat Well, Live Well' philosophy to everyone. Birdy - the more you drink it, the more you’ll love it. It’s a bold taste you’ll definitely enjoy!”

Event Highlights: “Good Moments, Your Way”

At the launch event at Central Park, Birdy transformed the space into a 'Birdy Smile Station' featuring exclusive activities for fans and coffee lovers to enjoy up close, including:

• Birdy Smile Meter: An activity to measure your smile and find the Birdy coffee flavor that matches you.
• Photo Booth & Game Zone: Cute photo corners and games to win exclusive event souvenirs.
• Lucky Fan: Special moments where lucky winners joined BILLKIN for games on stage.

Experience the bold taste and a smile today with the new-look Birdy Robusta, available at stores and convenience stores nationwide. Follow more activities at Facebook: Birdy World, IG: BirdyWorldTH, and TikTok: BirdyWorldTH.