From Local to Global: How to Find the Next Big Trend in a Foreign Land

The search for the next big thing often leads to a single, powerful idea: look abroad. Some of the most disruptive and successful consumer products weren't born in a lab but were discovered thriving in a foreign market, waiting for the right person to introduce them to the rest of the world.

Two of the most compelling examples of this are Red Bull and Vita Coco, which didn't just sell a product—they created an entirely new category.

The Pioneer: Red Bull's Thai Roots

Before it was a global phenomenon, Red Bull was a functional drink called Krating Daeng (Thai for red gaur) sold in Thailand. It was a local favorite, popular with truck drivers and laborers for its stimulating effects during long hours.

Austrian businessman Dietrich Mateschitz discovered the drink and, with a brilliant stroke of insight, saw its potential beyond the rural Thai market. He adapted the formula, carbonated the drink, and, most importantly, reframed the brand.

He didn't just sell an energy drink; he sold a lifestyle of giving you wings, targeting students and young professionals seeking an edge. Red Bull didn't compete with soft drinks; it created the energy drink category, and its success paved the way for others.

The Natural Alternative: Vita Coco’s Brazilian Discovery

Like Red Bull, Vita Coco's success story began with an observation abroad. While fresh coconut water is a daily staple in tropical countries—sold from roadside stands and consumed directly from the nut—it was virtually non-existent as a mainstream, packaged beverage in the U.S. The closest most people came was a heavily processed, sugary piña colada mix.

The natural, hydrating benefits of coconut water were an integral part of the culture in Brazil and beyond, but a taste that was simply unavailable to most of the world.

This market void was the aha moment for Vita Coco's founders. In 2003, after a chance meeting with two Brazilian women in a New York City bar who lamented how much they missed their native coconut water, they recognized a massive, untapped opportunity. The challenge was monumental: how to capture the freshness of a coconut and put it in a shelf-stable box without losing its natural taste and nutritional value?

The answer lay in technology and smart marketing. By sourcing high-quality coconut water and using aseptic packaging, they could preserve the product without additives or preservatives. They didn't just launch a drink; they built a brand that was authentic, aspirational, and perfectly positioned to ride the wave of the growing health and wellness trend. They targeted a gap in the beverage aisle—the demand for a natural, low-sugar alternative to sodas and traditional sports drinks. With savvy marketing and celebrity endorsements, Vita Coco became synonymous with a clean, healthy, and tropical lifestyle.

The Takeaway

The stories of Red Bull and Vita Coco offer a powerful lesson. The next great product might not be a new invention but an old idea in a new box.

• Look for Cultural Staples: Pay attention to what people in other countries consume daily. What’s a local favorite that hasn’t made it to your market yet?
• Identify an Unmet Need: What problem does this product solve for your target consumer? Red Bull filled a need for stimulation and focus. Vita Coco filled a need for a natural, hydrating beverage.
• Rebrand and Repackage: Don't just import the product; adapt its story and presentation for your audience. Red Bull became about wings, and Vita Coco became a symbol of a healthy, tropical lifestyle.

The key is to find a piece of culture that’s ready to become a global trend.

Keep Crushing!
- Sales Guy