WaiWai WOW, a premium instant noodle brand under Thai Food Products Company, launched "WOW BUS" on 25 August as a mobile experiential marketing campaign. A converted public bus offers free rides and lets passengers sample all five noodle flavours (Korean spicy seafood, Japanese curry cheese, stir-fried pork, crispy chicken, and pork with black pepper). This direct engagement strategy aims to build brand awareness and create memorable experiences among consumers while gathering real-time feedback from target audiences.