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What is the best ethnic food you ever had that you just can't find at home?

Taiwanese Street food

  • 32 years old
  • From Denver, United States
  • Currently in Denver, United States

Our Curious World

The world is a fascinating place! Working in 23 different countries, Experiential Learning International and our volunteers have seen some crazy stuff.

August 28, 2009

Thailand Thailand  |  Aug 28, 2009
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I always find it fascinating how an idea can be a good idea, but only in the hands of a truly charismatic or business savvy person can it truly blossom.  Red Bull was exactly such an idea.  Now a worldwide product that truly spawned the energy drink craze, Red Bull had been around for years before making it big.  Krating Daeng (literally red bull in Thai) is a product produced in Thailand and used primarily by blue-collar workers.  It is a syrupy sweet, non-carbonated "shot" of juice which provides a burst of saccarine caffeinated energy.  In Bangkok, the product is especially popular with the tuk tuk drivers that ply the streets of the city transporting businessmen and tourists.

An Austrian tourist, Dietrich Mateschitz, who frequented Thailand was amazed at the product's ability to cure his jet lag.  He saw the potential to market the product globally so he approached the owners of the product in Thailand and purchased licensing rights for the name and logo.  The Thai company retains a 51% stake in the company and continues to produce the Thai version.  Dietrich, however, quickly realized that adding carbonation, and increasing the volume of the drink, made it much more palatable to western tastes.  He also chose to market specifically toward young professionals, instead of the working class, as they have expendable money and are more susceptible to trendy advertising campaigns.  The business plan worked and Red Bull exploded onto the world stage becoming a multi-million dollar corporation that has since expanded to sponsor sports teams and massive events. 

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