Bangkok, Thailand – Monde Nissin has partnered with We Are Social Thailand to launch “SUMO World,” a campaign on Roblox for its SUMO Mini Cookies brand, targeting young audiences in Thailand.
The initiative introduces a branded experience within Roblox, featuring a dedicated map that serves as a hub connecting users to popular game environments. It also includes team-based gameplay mechanics and collaborations with gaming influencers, allowing players to join tournaments and interact within the platform.
The campaign runs from March to May 31, aligning with Thailand’s school break period. It aims to create a digital environment where young users can engage with peers and participate in in-game activities.
“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,” said Piangchit Nilkuha, marketing head at Monde Nissin.
Patthawee Apiwatcharoensin, associate strategy director at We Are Social Thailand, highlighted a shift in how younger audiences engage online, pointing to gaming platforms as emerging social hubs. “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.”
Additional features include limited-edition user-generated content, such as virtual skins and items, which players can collect within the platform. A corresponding Discord community has also been set up to support interactions beyond gameplay.
As part of the campaign’s mechanics, purchases of SUMO Mini Cookies can be converted into in-game tokens, which may be redeemed for digital items. The initiative links physical product purchases with in-game rewards as part of its engagement strategy.
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.”
