Thai rapper Milli boosted sticky rice sales with her Coachella appearance

Tasting a dessert made from sticky rice and mango during her performance in California, Thai rapper Milli has been emulated in her country.

Thai rapper Milli’s concert at California’s Coachella festival came with an unexpected spin-off. After her performance last weekend, during which she tasted an iconic Thai dessert, sales of the delicacy exploded in her home country.

Like every year, the 2022 edition of Coachella takes place over two weekends and will end this Sunday evening. Milli, a 19-year-old rapper, performed there last week as part of a show for the 88rising label, which brought together several Asian hip-hop stars. During her show, she performed a song called Mango Sticky Ricewhile eating the dessert of the same name – Khao niao mamouang, in Thai.

Discontinuation of delivery apps

As reported Reuters, this cold dessert made of chunks of mango and sticky sweet rice seasoned with coconut milk is especially popular in March and April, the two hottest months of the year in Thailand. But Milli’s performance has given her an extra boost: sales figures have surged in recent days across the country.

Dozens of delivery people were seen queuing outside a Bangkok dessert shop, Mae Varee, this week. Thanyarat Suntiparadorn, owner of the establishment, told the news agency that Milli’s performance increased sales by 100%:

“We had to temporarily shut down the delivery apps to catch up with the number of requests. We spent the day turning them off and on again.”

Towards an international consecration of the dessert

Same phenomenon in the Chinese district of the Thai capital, where sellers had to double their mango stocks. “Since seeing Milli on stage, I’ve been eating mango sticky rice almost every day,” one of the patrons said.

Always according to ReutersThai Prime Minister Prayuth Chan-ocha announced this week his plan to include the Khao niao mamouang in the intangible cultural heritage of humanity by Unesco.

Coachella, which is one of the most followed musical events in the world, welcomes each year the most popular English speaking stars (the headliners of this edition are Billie Eilish, Harry Styles and Thj Weeknd) as well as several international celebrities . This 2022 vintage received several French-speaking artists: Mika, Stromae and the group L’Impératrice.