TOPS Launches 'Discover USA' Campaign for U.S. Independence Day
Thai retail giant TOPS, in collaboration with the U.S. Embassy and USDA, has launched the 'Discover USA' campaign to celebrate U.S. Independence Day. Featuring over 1,200 Made-in-USA food products from five regions, the campaign runs until July 7.
TOPS Unveils a Culinary Map Across America with “Discover USA” BANGKOK – TOPS, under Central Retail, in collaboration with the Embassy of the United States of America in Thailand and the United States Department of Agriculture (USDA) in Thailand invites Thai consumers to celebrate U.S. Independence Day through “Discover USA: The United Food of America”, the campaign brings together authentic flavors, premium ingredients, and signature products from five regions across the United States in one destination. Featuring more than 1,200 Made-in-USA products, the campaign showcases iconic regional specialties from across the country, ranging from premium ingredients and classic American dishes to well-loved grocery brands that reflect the richness of American food and culture. Customers can embark on a culinary journey through the West, Northwest, Midwest, Northeast, and Southern United States, reinforcing TOPS’ position as the Food Discovery Destination, where authentic flavors from around the world come together under one roof. Embark on this culinary journey from today until 7 July 2026 at participating TOPS and TOPS FOOD HALL stores, as well as TOPS ONLINE. The opening ceremony was presided over by Mrs. Elizabeth J. Konick, Deputy Chief of Mission at the U.S. Embassy in Thailand. Also attending the event were Mr. Adam M. Branson, Regional Agricultural Counselor to Thailand, Myanmar, and Laos; Dr. Maria Rakhovskaya and Mr. Victorino “Mayo” Floro IV, Regional Agricultural Attachés to Thailand, Myanmar, and Laos; and Mrs. Nongnuth Phetcharatana, Thailand Trade Representative. Representing Central Food Retail, led by Mr. Thanawat Jirajariyavej, Managing Director, Central Food Retail under Central Retail; Mrs. Sujita Phengoun, Chief Operating Officer of Central Food Retail under Central Retail; and Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, warmly welcomed the distinguished guests. Get ready to embark on an immersive culinary road trip across America, discovering the unique flavors, iconic dishes, and local food culture that define each region, from the East Coast to the West Coast, all in one place. To further elevate the “Discover USA: The United Food of America” experience, TOPS is also hosting a special American Food Festival at TOPS FOOD HALL, Central Chidlom, where shoppers can enjoy a curated selection of signature dishes and regional flavors from across the United States. The festival will run throughout the campaign period, from today until 7 July 2026. Discover a world of culinary delights and embark on a journey into American culture at “Discover USA: The United Food of America,” running from today until 7 July 2026 at participating TOPS and TOPS FOOD HALL stores, as well as TOPS ONLINE. For more information, visit www.TOPS.co.th, follow Facebook: TOPSThailand, or add LINE Official: @TOPSThailand. Central Retail Corporation Public Company Limited (“the Company” or “Central Retail”) is the leading Multi-Format, Multi-Category, Omnichannel Retail and Wholesale platform in Thailand and Vietnam. The Company has a network of 3,777 stores (as of 31 March 2026) such as department stores, specialty stores, supermarkets, hypermarkets, wholesale, and retail plazas. 1. Food, which focuses on groceries and items including products and services for both people and pets under the portfolio of retail and wholesale banners, for example, TOPS, TOPS FOOD HALL, TOPS FINE FOOD, TOPS DAILY, TOPS CARE, and GO WHOLESALE in Thailand and Big C / GO! hypermarket, Tops Market Vietnam, go! and Lan Chi Mart in Vietnam; 2. Hardline, which focuses on electronics, home improvement, stationery, office equipment, books, and e-books under the portfolio of retail banners, for example, Thaiwatsadu, Thaiwatsadu x BnB home, Auto1, Power Buy, OfficeMate, B2S, Meb, and Nguyen Kim. 3. Fashion, which focuses on apparel and accessories under the portfolio of retail banners, for example, Central Department Store, Robinson Department Store, Supersports, and Central Marketing Group. 4. Property, which focuses on leasing retail property to third parties and to its own stores at retail plazas, for example, Robinson Lifestyle, Tops Plaza, and Big C / GO! mall Vietnam. As of 31 March 2026, Central Retail has a presence in 2 countries: comprising 63 provinces in Thailand and 26 provinces in Vietnam.
多角的分析
このキャンペーンは、タイ国内における米国産食品の需要を刺激し、輸入食品市場の活性化に寄与すると考えられます。特に、プレミアム食材や特徴的な地域商品は、高所得者層や食に関心のある層にアピールする可能性があり、TOPSの売上向上に繋がる可能性があります。また、米国農務省との連携は、将来的なタイと米国間の食品貿易関係の深化を示唆するものです。
Central Retailはタイを代表する小売大手であり、このような国際的なプロモーションはブランドイメージ向上と顧客層の拡大に貢献するため、投資家にとってポジティブな材料となり得ます。キャンペーンの成功は、同社の売上高および利益率の改善に繋がる可能性があり、長期的な株価の安定に寄与すると考えられます。
「ディスカバーUSA」キャンペーンは、タイの消費者にアメリカの食文化を紹介する機会を提供します。これにより、食の多様性が増し、新たな食体験への関心が高まることが期待されます。特に、都市部を中心に、異文化への関心が高い層にとっては、魅力的なイベントとなるでしょう。一方で、地方の消費者へのリーチや、価格帯によっては一部層に限定される可能性も考えられます。
タイ市民、特にバンコクなどの都市部に住む人々にとって、このキャンペーンは普段触れる機会の少ないアメリカの食文化を体験できる良い機会となります。新しい味や珍しい食材を発見する楽しみに加え、米国の祝日である独立記念日を祝うというイベント性も、消費者の関心を引くでしょう。ただし、キャンペーン対象商品が比較的高価な場合、一部の市民には手の届きにくいものとなる可能性もあります。
背景・歴史的文脈
タイと米国の関係は長く、経済、安全保障、文化など多岐にわたります。米国はタイにとって重要な貿易相手国であり、特に農産物分野での協力は進んでいます。今回のキャンペーンは、米国農務省がタイ市場における米国産農産物の普及を支援する一環であり、過去にも同様の食文化紹介イベントが実施されてきました。TOPSはCentral Retail傘下の主要スーパーマーケットチェーンとして、タイ国内で広範な顧客基盤を有しており、このような国際的なプロモーションを展開する上で最適なパートナーと言えます。
原文ソース
Chiang Rai Times