With a "Discover the Unexpected Experience" concept, Chang unwraps the first-ever "Chang Urban Pulse" displaying Thai Urban Culture to global spectators! It debuted the campaign in Singapore on 24 February 2017 at Infinite Studios, before making its way to Ho Chi Minh City, Vietnam during the second quarter of the year. Purely aimed for an immersive experience, this is the first unique ensemble of Thai and Singaporean artists in an array of four urban art genres – break-dancing, beat-boxing, rapping, and a new interpretation of Muay Thai in an emotive manner. Keeping it authentically Thai, "Pok Mindset" (Patsarakorn Jirathiwat) was invited as the MC of the night! The night was topped off with Thai artists and DJs led by "Khanngoen Nuanual" and "DJ Keezy" of Bang Bang Bang as well as "Tong Southside" for the After Party.
Mr. Ronnie Teo, Global Marketing Director for Chang, said: "Chang, under 'Discover the Unexpected Experience' concept, described 'Chang Urban Pulse' as a new campaign to promote Thai identities among foreign spectators. The presence of break dancers, beatboxers, and rappers will thrill visitors with an unprecedented series of shows conceived by a collaboration of Thai and Singaporean artists complemented by a modern context of Muay Thai as the event's highlight to impress the adventurous experience seekers, who love discovering raw energy of emerging artists especially in terms of their artistry, originality, and honorable spirit."
Chang Urban Pulse is unleashed its high-octane performances amongst Singaporean trendsetters at Infinite Studios. The night started with rhythmic beatboxing by "Dharni Ng", a global beatbox star with two consecutive titles from The Grand Beatbox Battle Championship, who exchanged bold cadences with the manful and progressive beatboxer "Blish".
The crowd then witnessed intricate moves from skillful b-boy dance crew "99Flava", the winning team of the Battle of the Year Thailand 2010, who delivered an all-out, explosive performance against respected Singaporean b-boy crew "Radikal Forze". The cutting-edge art of Muay Thai in the modern-day context was brought to the ring, heightening spectators' excitement to its peak. Thai fighters "Kanpetch Pornpichit" and "Chomyong Kaew-wichai" brought to the ring their national pride as they took on their Singaporean opponents, "Brandon Ng" and "Cheryl Gwa" with an evident spirit of honorable rivalry.
Further than those captivating performances, Chang Urban Pulse continued brought the night to a climax at the after party, with Thailand's hip hop superstar "Khanngoen Nuanual" joined by "DJ Keezy" of Bang Bang Bang as well as "Tong Southside".
Chang continues to bring new exciting experiences to the global audience. Chang Urban Pulse not only introduces the Thai brand to the international stage but impresses foreigners with its Thai urban arts and talents as well.
