7 Questions with Komkrib Chokchaikatanyu of Coca-Cola Ahead of IIEX APAC

Disclaimer: Opinions represented here are personal and do not represent those of Coca-Cola. Join us February 3-4, 2026 for the event. Find more information on IIEX APAC 2026 here!

What happens when global brand ideas meet local culture? In this sneak peek of his IIEX APAC session, Komkrib Chokchaikatanyu, Content Manager for ASEAN and South Pacific at The Coca-Cola Company, previews how Coca-Cola turns global strategy into locally resonant impact through real cases and cultural intelligence.

Question #1: Give us a brief peek into your talk. What are the key insights and take aways?

My session explores how global ideas can ignite local magic taking a close look at the real case, real behind the scenes and real tangible awards.

Key takeaways:

• Make global ideas resonate by amplifying local culture.
• Innovation thrives at the intersection of global strategy and local creativity.
• Authentic conversations drive impact better than rigid briefs.

Question #2: You have a great topic. What led you to choose it?

I chose this topic because brands today must balance global consistency with local relevance. Coca-Cola’s success comes from making global ideas feel personal and culturally authentic, and I wanted to share how that happens behind the scenes.

Question #3: We are glad to have you with us. What would you like to learn from other speakers and attendees?

I’m excited to learn how others are leveraging insights and creativity to adapt in fast-changing markets. Hearing fresh perspectives on cultural nuance and tech-driven innovation will be invaluable.

Question #4: Our industry is buzzing with the word innovation. What is research innovation to you?

Research innovation means moving beyond data collection to actionable cultural intelligence—using technology and creativity to uncover insights that inspire real-world impact.

Question #5: Research technology and automation are helping to streamline our cost and time. What else is at work to help insights professionals?

Collaboration and storytelling. Insights only matter when they connect across teams and inspire action. Creative conversations and cross-functional alignment are as critical as tech. Your ability to clearly communicate value to value exchange to your stakeholders and make them tangible is a success because everyone needs to know what is in it for them.

Question #6: Greenbook works to move the insights industry and profession forward into the future. What is the biggest thing you would like to see change to improve for our industry?

I’d love to see a shift from reporting data to shaping decisions—making insights a strategic driver, not just a support function.

Question #7: Speaking of the future, the IIEX conference series is a leader in leading discussion of insights future prediction. What do you see on the horizon that (hopefully) attendees can discuss at this event?

The future is about hyper-localization powered by AI and cultural intelligence. How can we combine tech with human creativity to make global ideas feel authentic everywhere? That’s the conversation I hope we have.