KNOCKOUT Appoints Muay Thai Legend Saenchai as Brand Ambassador, Targets 1,000 Million Baht in Global Sales
BANGKOK, Thailand, May 26, 2026 — KNOCKOUT, a Thai beverage brand under the partnership of De Smit Food International Co., Ltd. and Jimjam Thailand, has officially appointed legendary Muay Thai fighter Saenchai as its new Global Brand Ambassador, reinforcing the company’s strategy to expand internationally and positioning the brand for accelerated growth across Asia and global markets.
The announcement was made during THAIFEX – Anuga Asia 2026 at IMPACT Muang Thong Thani, one of Asia’s largest food and beverage trade exhibitions.
The company said the partnership reflects KNOCKOUT’s brand identity centered on strength, agility, endurance, and fighting spirit, while leveraging Saenchai’s global recognition among combat sports audiences to strengthen the brand’s international positioning.
The launch event was led by Mr. Erwin De Smit, Chief Executive Officer of De Smit Food International Co., Ltd.; Ms. Vichada De Smit, Executive Chairperson of De Smit Food International Co., Ltd.; Mr. Kendo Kriangkraimat Photjanasuntorn, Chief Executive Officer of Jimjam Thailand and Mr. Athirach Churuang, Marketing Director of Jimjam Thailand.
Distinguished guests and business partners attending the event included Mr. Hans van den Born, Executive Director of the Netherlands-Thai Chamber of Commerce; Mr. Iaro Razanakoto of the Honorary Consulate of Madagascar; Mr. Narapat Kaewthong, Deputy Leader of United Thai Nation Party; Mr. Worapon Kaemkhuntod, President of the Professional Association of Public Taxi Drivers; Mr. Narong Pannok of BCC 24 NEWS; Mr. Suwit Butpring, Vice President of the Thailand-Asia Council for the Promotion of Economic, Trade, Investment and Cultural Cooperation; Colonel Polwat Subprasert, promoter at Lumpinee Boxing Stadium; and Mr. Korkiat Panichyarom, international boxing promoter and event organizer.
“We believe Saenchai represents more than sporting excellence. He is a globally respected icon of Muay Thai who embodies discipline, resilience, and positive energy,” said Ms. Vichada De Smit, Executive Chairperson of De Smit Food International Co., Ltd..
“This partnership will strengthen our connection with consumers worldwide and support our ambition to position KNOCKOUT as an internationally recognized beverage brand. We are targeting sales of 1,000 million baht across domestic and international markets,” she added.
According to company executives, KNOCKOUT plans to roll out integrated marketing campaigns across television, digital media, retail channels, and international sporting events to accelerate brand awareness in key overseas markets, particularly in Asia, Europe, and North America, where Muay Thai continues to gain popularity.
Saenchai said he was proud to represent both Muay Thai and Thai beverage brands internationally through his competitions, seminars, and appearances worldwide.
Mr. Kendo Kriangkraimat Photjanasuntorn, Chief Executive Officer of Jimjam Thailand, said the company is preparing a new advertising campaign featuring Saenchai’s signature Muay Thai techniques combined with KNOCKOUT’s energetic brand identity. The campaign is scheduled to launch nationwide across television and digital platforms in the coming months.
During the event, executives from De Smit Food International Co., Ltd. also signed a Memorandum of Understanding (MOU) with Mr. Iaro Razanakoto of the Honorary Consulate of Madagascar to establish a strategic distribution partnership for Thai beverage products in international markets.
The company said the agreement marks another step in expanding Thai consumer brands into emerging global markets through international trade cooperation and strategic distribution networks.
For more information, visit Jimjam Thailand Official Website or follow KNOCKOUT Thailand on Facebook.
