SABZU, a premium condiment brand distributed by Bamboomart London Limited, under NR Instant Produce Public Company Limited (NRF), partnered with Pho, a well-known Vietnamese restaurant group in the UK, to host a special “Bodega Sriracha” activation celebrating the launch of Pink Sriracha, a pink sriracha chilli sauce, at King’s Cross Station in London, UK, on 13–14 August 2026. The two-day event attracted the attention of passers-by, who stopped to take part in the experience throughout the activation.

Inspired by the concept of a New York-style bodega, “Bodega Sriracha” transformed the area outside King’s Cross Station into a compact, vibrant pink pop-up designed to capture the attention of passers-by. The activation created a colourful and lively atmosphere, with visitors continuously stopping by to experience Pink Sriracha, sample the sauce, receive giveaways, and take part in activities at the booth, accompanied by music from a DJ throughout both days. Guests also enjoyed food from Pho, Pink Lemonade Slushies, and ice cream from Hackney Gelato, while having the chance to win special prizes, including meals from Pho, cosmetics from Benefit, and a Pho VIP card offering up to 50% off for one year.

A key highlight of the event was Pink Sriracha, a sriracha chilli sauce distinguished by its signature pink colour derived from hibiscus. Made with high-quality white chillies grown in northern Thailand, the sauce offers a distinctive flavour profile that sets it apart from traditional sriracha sauces. It opens with fruity notes before developing into a rich, well-balanced spicy heat, aligning with the growing “Fricy” (Fruity + Spicy) trend that combines fruity flavours with heat to create a fresh and distinctive taste experience for consumers.

The activation reflected the collaboration between SABZU and Pho in introducing an innovative product through an engaging, direct-to-consumer experience. Visitors stopped by throughout the event to join activities, sample the sauce, and take photos with the distinctive pink pop-up, demonstrating interest in Pink Sriracha and SABZU’s creative approach to bringing flavours from Thailand into the lifestyles of consumers in international markets.

Pink Sriracha therefore represents more than a new take on traditional sriracha sauce. It marks another step forward for SABZU in bringing Thai ingredients, flavours, and creativity to consumers around the world. SABZU will continue to strengthen brand awareness, expand its consumer reach, and pursue new opportunities for growth across international markets.