Khao Shong Nuts was invited by MyCloud Fulfillment to participate in the “Express Delivery War” campaign, a special collaboration created to promote the Netflix original Thai series Mad Unicorn, a story inspired by the real-life journey of Thailand’s first logistics unicorn startup.
As part of the campaign, Khao Shong Nuts contributed its hero product, Coffee Coated Peanuts, to be featured in the promotional activities. The campaign generated strong consumer engagement and resulted in a significant surge in online orders. Despite the sharp increase in demand, MyCloud Fulfillment ensured seamless backend operations, packing and delivering every order efficiently without disruption.
A Story That Resonates with the Spirit of an Underdog
Mad Unicorn tells the story of Santi Saelee, a young man from humble beginnings who dared to challenge industry giants by building his own logistics company from the ground up. His journey of resilience, reinvention, and determination closely mirrors the story of Khao Shong Nuts—a brand that has quietly persevered through decades of change.
While many consumers recognize the name “Khao Shong” primarily for its coffee, Khao Shong Nuts is in fact one of the brand’s original products, born alongside coffee in a small café in Trang province. Founded on the belief that “good coffee deserves a good snack,” the brand developed its signature coffee-coated peanuts, which later became a beloved Southern Thai souvenir.
As the coffee business grew rapidly, the nut snack naturally stepped into the background. However, the brand never disappeared. Under the leadership of the second generation, Khao Shong Nuts set out to reclaim its place—investing in production, expanding manufacturing capacity, and reintroducing the product to a highly competitive snack market dominated by global brands.
Fighting Forward with Quality and Belief
Despite achieving strong international success—particularly in Europe and the United States, which account for over 90% of total sales—Khao Shong Nuts faced a new challenge: reconnecting with Thai consumers, especially younger generations.
Rather than relying on scale or aggressive marketing, the brand chose to compete through quality, authenticity, and deep consumer understanding. Its coffee-coated peanuts are produced using carefully selected ingredients, oil-free roasting, and proprietary coating techniques, delivering a crisp texture, clean finish, and distinctive coffee aroma. This commitment to quality has been recognized globally, earning the brand Superior Taste Award – 3 Stars from the International Taste Institute for three consecutive years (2024-2026).
MyCloud Fulfillment: A Key Partner Behind the Growth
Behind the scenes, MyCloud Fulfillment has played a vital role in supporting Khao Shong Nuts’ online growth. More than just logistics, MyCloud provides end-to-end fulfillment solutions—from inventory management and protective packaging to real-time dashboards and fast nationwide delivery—allowing the brand to scale campaigns, collaborate with KOLs, and respond quickly to demand spikes.
The success of the “Express Delivery War” campaign stands as proof that a Thai brand built on perseverance, quality, and the right partnerships can thrive in today’s fast-moving digital economy.
An Invitation to Experience the Story
“Get ready to receive the crunch—delivered fast. Enjoy Khao Shong Nuts across all online channels this June, and experience the inspiring story of underdogs who refuse to give up. Grab a bag of Khao Shong Coffee Coated Peanuts and watch Mad Unicorn now, exclusively on Netflix.”
Khao Shong Nuts would like to thank MyCloud Fulfillment, Netflix Thailand, and Jongrakdee for making this meaningful and impactful campaign possible.
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