Project Summary
Nationwide program to instill cultural awareness and develop young leaders who are proud to be Thai and to represent their country.
| Title | Fanta Young Ambassador, Celebrating Thai Culture and Heritage |
| Member | The Coca-Cola Company |
| Country | Thailand |
| Area Focus | Education/Culture |
| Beneficiaries | 7,000 schools nationwide and over 140,000 Thai students and teachers. |
Coca Cola's Efforts
The gradual loss of Thai language and traditional culture in Thai youth as a result of the modern world's growing influence has been a major concern for His Majesty King Bhumipol Adulyadej and the Thai national government.
This same concern motivated Khun Pong Sarasin, Chairman of Coca-Cola Thailand's largest bottling partner, Thai Pure Drinks Limited, to join with the National Youth Bureau underneath the Office of the Prime Minister to create a positive youth development initiative called Fanta Young Ambassador.
To date, over 140,000 students and teachers and 7,000 schools have taken part in the program's activities. These activities, including nationwide camps and competitions, seek to instill pride in Thailand's future leaders and develop cultural knowledge, ranging from national history to traditional dance, music and songs, and even to regional dishes and dialects. The program also strikes a balance between tradition/heritage and the future with the inclusion of other national educational priorities such as training in Information and Communications Technology.
Results
There are currently over 150 Fanta Young Ambassadors, who also serve as honorary youth ambassadors for Thailand, receiving academic scholarships and the opportunity to participate in international crosscultural exchanges. These selected students also enjoy the exceptional honor of being recognized by HRH Princess Sirindhorn, a patron of youth development and educational reform. But whether they are selected as ambassadors or not, everyone who has participated in the program has taken something away from the experience.
Company Description
The Coca-Cola Company exists to benefit and refresh everyone who is touched by the company's business. Founded in 1886, Coca-Cola is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 300 beverage brands. Its corporate headquarters are in Atlanta, with local operations in nearly 200 countries around the world. Coca-Cola's Asia operations cover 38 countries, including Japan, India, China, the Philippines, Thailand and Australia. The Asia Group accounts for 30 percent of The Coca-Cola Company's revenue, refreshes over half the world's population and provides total system employment to over 100,000 people.