TWF and ELMNTL team up to push Mogu Mogu in the U.S.

TWF Agency and ELMNTL have launched a partnership to grow awareness of Thailand-born Mogu Mogu in the U.S., starting in California and targeting Gen Z. The first push is a creator-led holiday campaign built around the drink’s chewable texture and a social-first message: “Wanna Skip? You Gotta Chew.”

Why it matters: - Mogu Mogu is trying to turn a distinctive product feature — fruit juice with chewy nata de coco — into a Gen Z-friendly brand story for the U.S. market. - The partnership gives the brand a clearer path to localize global messaging for American youth culture, social media and creator-led marketing. - Mogu Mogu is already in U.S. retail through Walmart, Costco, H-E-B, Safeway, 7-Eleven, regional and specialty grocery stores, and Amazon, so awareness could support sell-through where the drink is already available.

What happened: - TWF Agency, based in Bangkok, announced a partnership with New York-based ELMNTL to expand U.S. awareness of Mogu Mogu. - TWF is the lead agency. - ELMNTL will develop and execute the U.S. strategy for the brand. - The campaign begins with California as the initial market focus. - The announcement came on October 14, 2026, from New York.

The details: - Mogu Mogu is a drink from Thailand’s Sappe that combines fruit juice with nata de coco, a coconut jelly that creates the drink’s chewable texture. - The brand says it is sold in more than 100 countries. - The U.S. campaign platform is “Wanna Skip? You Gotta Chew.” - The first joint effort is a creator-led holiday campaign running from October through December. - The campaign is built around the idea that online life lets people skip things, but real life does not. - The campaign introduces “The Chew Crew,” a community of creators and fans focused on awkward and relatable holiday moments. - The holiday themes include Halloween, Thanksgiving and Christmas. - TWF will lead overall campaign direction and creative with Sappe’s global brand team. - ELMNTL will handle U.S. creator partnerships, paid social across Instagram and TikTok, and performance reporting. - Consumers can follow the campaign on Instagram and TikTok at @mogumoguusa.official and @mogumoguusa.official. - The campaign uses hashtags including #TheChewCrew, #WannaSkipYouGottaChew, #ChewMOGUMOGU and #MoguMoguUSA.

Between the lines: - The strategy leans on a simple product differentiator that is easy to explain, remember and turn into social content. - The agencies are betting that creator-led storytelling will work better than traditional advertising for Gen Z, which the partnership describes as resistant to being sold to directly. - Starting in California suggests a test-and-learn approach before a broader U.S. rollout. - ELMNTL’s U.S. youth-culture focus and TWF’s brand knowledge are being combined to localize a global platform without losing the brand’s identity.

What's next: - The holiday campaign will run through December. - The agencies will use creators, paid social and performance reporting to guide the U.S. push. - Mogu Mogu will continue inviting consumers to share the moments they wish they could skip and how they “chew through” them online.

The bottom line: - Mogu Mogu is turning its chewable texture into the centerpiece of a Gen Z marketing play in the U.S., with TWF and ELMNTL trying to make the brand feel both local and culturally native.