BANGKOK, THAILAND – We Are Social Thailand, a global socially-led creative agency, has partnered with Monde Nissin, a giant in the food and snacks industry, to launch SUMO World, a Roblox campaign for its brand, SUMO Mini Cookies, which aims to revolutionise entertainment for Thai youth.
Positioned as the ultimate “gaming fuel,” the campaign addresses modern-day pain points by building a safe community and offering exclusive activities with top-tier gaming influencers from March through to May 31, 2026.
At the heart of this campaign is a deep understanding of Thai youth, their passion for gaming, and the platform. Recognising that playing alone can often lead to isolation, We Are Social Thailand utilised its community expertise to design a native engagement experience. This initiative ensures children remain connected with friends during school breaks, meet new peers, and interact with their idols in a meaningful way under the concept: “When gaming, think of SUMO Mini Cookies—your ultimate companion to fuel your passions.”
Campaign highlights include:
SUMO World brand hub on Roblox: A dedicated SUMO Mini Cookies map serving as a “portal hub” to three of the most popular game maps in Thailand, offering a seamless and thrilling full-experience journey.
Squad system & influencer engagement: Solving the “lonely player” pain point with a team-based system led by famous gaming influencers, allowing fans to join real-time tournaments and interact closely with their idols.
Limited edition UGC: Exclusive, limited-run user generated content (skins and items) for kids to collect and “flex” within the Roblox world, fostering a sense of pride and digital identity.
Safe community: A secure environment for like-minded youth to exchange interests and build new friendships through in-game interactions and a dedicated Discord community.
The campaign goes beyond just building digital awareness to driving sales. Players can turn their real-life SUMO Mini Cookies purchases into in-game tokens, which can be redeemed for exclusive UGC items. By enhancing the gaming experience for Roblox fans, the campaign creates a sustainable cycle of repeat purchases and long-term brand loyalty.
Launched during the long school break (March–May), when children are away from their school friends, SUMO steps in as the solution to bridge the gap. By creating a safe community and team-based activities, the brand connects kids through the activities they love most.
Piangchit Nilkuha, marketing head at Monde Nissin said: “At Monde Nissin, we are always looking for innovative ways to stay relevant in the lives of our consumers. With the launch of SUMO World, we are evolving SUMO Mini Cookies from a beloved snack into the ultimate gaming fuel for a new generation. We recognise that for Thai youth, Roblox is more than just a game — it’s a vital social hub where they connect, create, and share experiences.
By bridging the gap between physical snacks and digital rewards, we aren’t just reaching our audience; we are adding tangible value to their community. Our goal is to provide a safe, high-energy environment where kids can stay connected during their school break, fuel their passions with SUMO, and engage with their favourite idols in a way that feels natural and exciting.”
Patthawee Apiwatcharoensin, associate strategy director at We Are Social Thailand, noted a radical shift in Gen Alpha’s behavior: “Traditional social media is no longer the primary hub for interaction. It has migrated toward gaming platforms like Roblox, which has evolved into the ‘new social frontier’ where engagement is deeper and more meaningful. The SUMO World on Roblox campaign is designed to seamlessly integrate the brand into this ecosystem. We are moving beyond the role of an ‘interruptive advertiser’ to become an ‘experience creator’ that enriches the player’s world.”
Nutchanun Chiaphanumas, executive creative director at We Are Social Thailand added: “We don’t see Roblox as just a playground; we see it as one of the most vital social spaces for Thai children today. The challenge was placing the SUMO brand in that space at the right time and in the right way. We used deep behavioral insights to create an experience that kids are actually interested and willing to spend their time in — becoming a brand they love and share, rather than just an ad they want to skip.”
Experience the new era of gaming and fuel your fun with SUMO Mini Cookies on Roblox from today until May 31, 2026.
