CJ WORX and Tasto translate Gen Z’s emotional landscape into flavor-driven storytelling

Can you capture heartbreak, craving, or chaos in a single bite? Tasto and CJ WORX just did. In a bold and culture-bending collaboration, the duo turned raw Gen Z emotions into real potato chip flavors. Launching what might be Thailand’s wildest, weirdest, and most relatable snack drop yet.

At first glance, it looked like a social stunt: 11 hyper-specific flavors, each inspired by the intense, funny, or painfully real moments young people face daily. From “A Situationship—Sweet, but With a Kick” (Chocolate Chili Flavor) to “Broke Before Payday” (Instant Noodle Flavor), the campaign felt like a meme but then came the plot twist. Every single flavor was real. And they hit shelves.

Taste the Feeling: 11 Flavors, 11 Moments
This wasn’t just about chips. It was about bottling the chaos, drama, and inside jokes of Gen Z into something you could literally taste:
• Getting Played—and Fed Grass – Matcha Flavor
(In Thai slang, when you’re cheated on, you’re a buffalo. What do buffalo eat? Grass. Enough said.)
• A Situationship—Sweet, but With a Kick – Chocolate Chili Flavor
• Street Food That Slaps—Literally – Thai Fermented Fish Flavor
• Broke Before Payday – Instant Noodle Flavor
• Energy Rush—Ready to Go Wild! – Energy Drink Flavor
• Love That Stretches Too Long – Stretchy Cheese Milk Tea Flavor
• Your Heart Says ‘Send,’ But Your Fingers Say ‘Delete’ – Salt & Sour x Roasted Beans Flavor
• Gym Bro Ready to Throw Hands – Protein Bar x Cocoa x Nuts Flavor
• That 2AM Post-Party Hunger Hit – Chinese Congee Flavor
• Getting Smacked by a Wave at the Beach – Nori Seaweed x Lime Flavor
• Watching a Movie in an Empty, Creepy Theater – Popcorn x BBQ x Cola Flavor

Originally teased online, the campaign sparked confusion, laughs, and millions of shares. But it didn’t end on the timeline. Tasto and CJ WORX delivered on every flavor, turning internet humor into shelf-ready products, and proving that modern marketing isn’t just about going viral. It’s about showing up in real life.

“We didn’t just want to launch new flavors. We wanted to launch moments,” said a CJ WORX Spokesperson. “Gen Z doesn’t separate the emotional from the everyday. So we made chips that match their memes, moods, and messy lives.”

This campaign marks a new era of brand expression. Where packaging isn’t just a label, but a punchline. Where product design doubles as social commentary. And where emotional resonance sells better than traditional ads.

The limited-edition collection is now available nationwide and online,but don’t blink. They’re going fast.

What does emotion taste like? According to Tasto and CJ WORX: salty, spicy, sour and sometimes, oddly sweet. Just like life.

Credits
Brand: Tasto
Creative Agency: CJ Worx
Creative Chairman & Founder: Saharath Sawadatikom
Creative Director: Kritkhanin Sornchan
Associate Creative Director: Sarinee Oumkum
Art Director: Saharath Sawadatikom
Art Director: Sarinee Oumkum
Copywriter: Kritkhanin Sornchan
Copywriter: Wasu Assavapantanakul
Social Media Art Director: Kochavan Pinitvong
Social Media Copywriter: Phutirat Thumnipa
Graphic Designer: Khomsan Poopijit
Senior Account Director: Poolida Chavengsaksongkram
Project Manager: Warinyaporn Thitirattanachai