How Monde Nissin is levelling up snacks for Roblox fans

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Monde Nissin is taking its SUMO mini cookies into the gaming world, teaming up with We Are Social Thailand to launch SUMO World on Roblox. The campaign aims to turn the snack into the ultimate “gaming fuel” for Thai youth.

Running from now until 31 May 2026, SUMO World combines gaming, community, and influencer engagement, with the goal of keeping kids connected during the long school break.

The Roblox brand hub acts as a portal to three of Thailand’s most popular game maps, while a squad system led by top gaming influencers tackles the “lonely player” problem, letting fans compete and interact in real time.

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Players can also collect limited-edition user-generated content (UGC) items, skins and accessories to flex in-game, and turn real-life SUMO mini cookies purchases into tokens redeemable for exclusive digital items. A safe in-game environment and Discord community encourage peer interaction and friendship building.

We Are Social Thailand designed the experience around a deep understanding of Thai youth culture, gaming habits, and the desire for connection. “When gaming, think of SUMO mini cookies—your ultimate companion to fuel your passions,” the campaign tagline reads.

By linking digital engagement with physical purchases, the campaign aims to drive both brand loyalty and repeat sales, offering a full-circle experience for young gamers.

“At Monde Nissin, we are always looking for innovative ways to stay relevant in the lives of our consumers. With the launch of SUMO World, we are evolving SUMO mini cookies from a beloved snack into the ultimate gaming fuel for a new generation. We recognise that for Thai youth, Roblox is more than just a game, it’s a vital social hub where they connect, create, and share experiences," said Piangchit Nilkuha, marketing head at Monde Nissin.

She added, "By bridging the gap between physical snacks and digital rewards, we aren’t just reaching our audience; we are adding tangible value to their community. Our goal is to provide a safe, high-energy environment where kids can stay connected during their school break, fuel their passions with SUMO, and engage with their favourite idols in a way that feels natural and exciting.”

Patthawee Apiwatcharoensin, associate strategy director at We Are Social Thailand, noted a radical shift in Gen Alpha’s behavior. “Traditional social media is no longer the primary hub for interaction. It has migrated toward gaming platforms such as Roblox, which has evolved into the 'new social frontier' where engagement is deeper and more meaningful.

"The SUMO World on Roblox campaign is designed to seamlessly integrate the brand into this ecosystem. We are moving beyond the role of an 'interruptive advertiser' to become an 'experience creator' that enriches the player’s world," he added.

In tandem, Nutchanun Chiaphanumas, executive creative director at We Are Social Thailand said, "We don’t see Roblox as just a playground; we see it as one of the most vital social spaces for Thai children today. The challenge was placing the SUMO brand in that space at the right time and in the right way. We used deep behavioral insights to create an experience that kids are actually interested and willing to spend their time in, becoming a brand they love and share, rather than just an ad they want to skip."

The move by Monde Nissin comes amid a broader push by brands into Roblox to reach younger audiences. Last month, The Salvation Army launched “Thrift score”, the world’s first digital thrift store on Roblox. Developed with immersive game studio The Gang and independent agency BarkleyOKRP, the virtual store reimagines a traditional thrift shop as a fully explorable digital environment.

Players can browse digital racks featuring creator collaborations, player donations, and replicas of real Salvation Army products, with rare and limited-edition items available at accessible price points. The experience is embedded into popular Roblox games such as Seaboard City and Daycare Party, while influential creators contributed limited-edition UGC items.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.

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