CPRAM Targets Thailand’s Mass-Market Dim Sum Segment With Mangornyok Relaunch

Ready-to-eat market keeps growing despite weak purchasing power

Thailand’s ready-to-eat food market is valued at approximately THB36.2 billion in 2026 and is expanding by an average of 3-4% a year, according to Thairath. CPRAM sees continued demand from urban consumers and workers who want meals that are convenient, quick to serve and suitable for longer storage.

The company’s red-packaged rice meals sold through 7-Eleven form a core category in the market. CPRAM can develop one or two new products per day, allowing it to respond to rapidly changing preferences. However, convenience alone is no longer enough: consumers facing higher living and food costs are placing greater weight on portion size, satiety and value.

Nantanut Pitwiwatnanon, assistant managing director of CPRAM, said a meal with two dishes at a rice-and-curry shop costs around THB50-60. Ready meals therefore compete directly with freshly prepared alternatives on both quantity and price. CPRAM is also managing pressure from oil, petrochemical and packaging costs by improving production efficiency and cost control while seeking to maintain accessible prices without reducing quality.

CPRAM builds on a 34.7% dim sum share

CPRAM is now extending its ready-meal platform into Thailand’s approximately THB7.2 billion dim sum market. The company records about THB2.5 billion in ready-to-eat dim sum sales, equivalent to an estimated 34.7% market share, which Thairath identifies as the leading position in the segment.

To reach a broader customer base, CPRAM plans to relaunch its established Mangornyok brand in August 2026. Positioned for the mass market, the range will start at approximately THB95 and emphasize familiar flavors, affordability and ease of preparation. Initial distribution will cover Lotus’s stores and online channels.

The first five products are minced-pork steamed buns, barbecue-pork steamed buns, custard buns, shrimp shumai and pork shumai. CPRAM expects Mangornyok sales during this year’s Chinese Ghost Festival period to rise by 10-20%. During the final four months of 2026, it wants the brand to add 1% market share to its existing portfolio before further expansion next year.

Separate brands address different spending levels

CPRAM will operate Mangornyok as its accessible mass-market offer while retaining Jade Dragon in the premium segment. The two-brand structure is intended to cover consumers with different purchasing power and prevent one label from having to serve both price-sensitive buyers and customers focused on quality and dining experience.

The strategy also aims to turn Chinese food from a festival-linked purchase into an everyday meal. Thailand has approximately 10 million ethnic Chinese residents, representing 14% of the population, while interest in dim sum, mala, hotpot and other Chinese-style dishes is spreading among a wider audience. These foods are already available through restaurants, delivery platforms, shopping centers and convenience stores.

For manufacturers and retailers, the opportunity rests on frequent consumption rather than premium pricing. Yet the THB50-60 benchmark set by local prepared-food shops limits how far packaged-meal prices can rise. CPRAM’s production scale, product-development capacity and retail access offer an advantage, but its planned 1% share gain will depend on whether a starting price of THB95 delivers enough convenience and portion value for households under continued cost pressure.