- Rebranded as “Heroes of Fun,” O-right introduces its first new-generation snack, Puff POP, at all 7-Eleven stores nationwide, supported by a consumer activation at Chiang Yai Music Festival.
BANGKOK, Nov. 5, 2026 /PRNewswire/ — CJ Foods is rebranding its snack brand O-right in Thailand under a refreshed identity, “Heroes of Fun,” introducing a new generation of playful snacking experiences for local consumers. The brand’s first product under the renewed identity, O-right Puff POP, will be available at all 7-Eleven stores across Thailand beginning November 5.
CJ Foods’ O-right Puff POP snacks
Designed to add a little fun to everyday moments, Puff POP is a crispy fried snack made for sharing, discovering new flavors and enjoying on the go. The new lineup offers four distinctive flavors that cater to a wide range of taste preferences:
- Sweet Corn Ribs – A light and savory snack with the naturally sweet flavor of corn.
- Black Pepper Mashed Potato – A smooth, buttery potato flavor complemented by a subtle black pepper kick.
- Truffle Pizza – A rich and indulgent combination of cheesy pizza flavor with a premium truffle twist.
- Mala Tang – A bold and intense option featuring the spicy, numbing sensation of mala seasoning.
The renewal introduces O-right‘s new “Heroes of Fun” brand world, brought to life by four distinctive characters that will appear across Puff POP packaging and brand communications. Chim Chim is an imaginative dreamer who finds creative possibilities in everyday objects, while Truff may look tough but has a gentle, caring side. Zum Zum embraces slow mornings and cozy comfort, and Prickky is a tiny but outspoken character with plenty of fiery energy. Together, the characters reflect O-right‘s playful personality and its mission to turn quiet, ordinary moments into more enjoyable ones.
To celebrate the launch, O-right Puff POP will meet consumers at the Chiang Yai Music Festival on November 28–29. The brand will host a sampling booth where festivalgoers can taste the new flavors, vote for their favorite Puff POP variety and participate in a mini game by following Puff POP‘s official Instagram and TikTok channels. The festival is expected to welcome approximately 30,000 visitors.
“O-right‘s renewal marks an exciting new chapter for the brand in Thailand,” said Victor Son, CEO of CJ Foods Thailand. “With Puff POP, we aim to offer Thai consumers not only bold and enjoyable snack flavors, but also a fun brand experience that connects with their everyday lives. We look forward to engaging consumers through fresh products, entertaining content and meaningful on-the-ground experiences.”
CJ Foods Thailand plans to build on the Puff POP launch with additional flavor extensions in 2027, holiday-season content and continued marketing activities into next year. The company will also closely monitor consumer feedback and sales performance to further enhance the Puff POP experience for Thai consumers.
About CJ Foods
CJ Foods, a business unit of CJ CheilJedang, is a global food company delivering a variety of products ranging from foodstuffs and frozen/chilled foods to appetizers. As the largest food company in Korea for decades, CJ Foods is now leading the global food industry with its renowned Korean food brand bibigo. The company operates in multiple regions worldwide including South Korea, Southeast Asia, the U.S. (as CJ Schwan’s), Japan, China, Oceania, and Europe.
For more information, visit https://www.cj.co.kr/en/aboutus/business/lifestyle-foods
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