From a Health Passion to a Booming Peanut Butter Business

Over a decade ago, Jomjam began making peanut butter as a way to manage her health and weight. Through her research, she discovered that peanut butter was emerging as a superfood. However, at the time, Thailand's market lacked healthy options—most products were filled with sugar, oil, and preservatives. So she decided to make her own, starting by sharing it with friends and family. Word quickly spread, and this passion project soon became the Paweenee's brand.

“Quality Ingredients and Unique Process” – The Heart of Paweenee's

What makes Paweenee’s peanut butter stand out is its commitment to using high-quality ingredients: 100% whole nuts with no added oil, sugar, salt, or preservatives. The result is a rich, natural taste that’s both delicious and good for your health. Their distinctive production process also sets them apart, delivering a flavor profile that has won the hearts of consumers.
One of their biggest hits on TikTok Shop is the Pistachio Butter, which sold over 100,000 jars in a single month—thanks in part to the viral Dubai chocolate trend that sparked a surge in pistachio interest. But this success didn’t happen overnight. Paweenee’s had been consistently building its presence on TikTok for a long time.
“I actually started on TikTok first because I felt it was such a great platform. It’s so open. Even if you have zero followers, if your content is good, people will see it. That’s what I love about it,” Jomjam shared.

Short-Form Videos and Livestreams – Powerful Tools to Drive Sales

Paweenee’s leverages TikTok’s tools strategically. They use short-form videos to tell their brand story—showcasing everything from ingredient sourcing to the packing process—to build trust and connection with customers.
Livestreaming is another key driver of sales. It allows for real-time interaction, helping hesitant customers make purchasing decisions—even without tasting the product. A unique aspect of their livestreams is the importance placed on the MC, who must taste the peanut butter and describe the flavor in such vivid detail that even first-time peanut butter buyers can understand the taste.

Joining Every Campaign = Greater Visibility

Paweenee’s makes it a point to join every TikTok Shop campaign, from PayDay to Double Digit sales. These campaigns significantly boost store visibility, as users often come ready to shop.
One especially effective tool is the XTRA Shipping Fee program, which provides customers with shipping discount coupons. During livestreams, the MC continually highlights these promotions, further encouraging purchases.

From Small Brand to Factory-Grade Operations

With growing popularity came new challenges. From doing everything solo, Jomjam expanded her team and scaled up production by building a factory that meets industry standards. It was a tough transition, but ultimately rewarding, laying a strong foundation for long-term growth.
For anyone thinking of starting a brand, Jomjam offers this encouragement:
“No one’s truly ready from day one. Just start with what you have. Start with yourself. Share your story as much as you can, and one day, the right customers will connect with what you’re doing.”
The success story of Paweenee's on TikTok Shop is an inspiring case for sellers and aspiring entrepreneurs. It proves that with passion, product quality, and smart use of platform tools, it's possible to achieve remarkable growth and sales.
Start building your brand on TikTok Shop today.