Bennett Soap Ends Partnership with Boom Panadda

As of November 5, 2026, the manufacturer of Bennett soap, Phapinyo Group, has officially terminated its contract with brand ambassador Panadda Wongphudee. The decision follows public notice from the company, which announced the end of the partnership across its official communication channels.

Why it is trending now

The announcement has gained significant attention as the brand is widely associated with Panadda, popularly known as "Boom," and her long-running advertising slogan. The company stated that the termination is linked to a situation currently undergoing legal proceedings involving Panadda. Consequently, Phapinyo Group has begun removing all promotional materials featuring her image.

Key facts

• The termination of the contract with Panadda Wongphudee took effect on November 5, 2026, according to an official company announcement.
• Phapinyo Group stated that the decision was made due to ongoing legal processes involving the former presenter, as reported by The Standard.
• The company has ordered the immediate removal of all advertising media featuring Panadda from all corporate communication platforms, according to Manager Online.
• Chai Pableang is identified as a director and shareholder of Phapinyo Group, which was registered in 2005, according to Sanook.

Why this is trending in Thailand

The term is trending in Thailand because of the long-standing association between the brand and the presenter, whose catchphrase "Arai dee Boom kor wa dee" (Whatever is good, Boom says it's good) became a household name. Many consumers identify the orange-colored soap specifically through her marketing presence.

Background and context

Phapinyo Group, the company behind the popular herbal soap, has maintained a high profile in the Thai market for years. According to business database records cited by Sanook, the company reported revenues exceeding 2 billion Thai Baht in both 2026 and 2027. The brand has been a staple in the skincare category, and the sudden change in its public-facing identity has prompted widespread public interest.

What happens next

Phapinyo Group has indicated that it is proceeding according to its internal policies regarding the legal situation mentioned. The company continues to operate its business as usual, though it has not provided a timeline for the appointment of any potential new brand ambassador or changes to its long-term marketing strategy.