Mogu Mogu isn't really a drink you sip so much as one you chew — every bottle is packed with cubes of coconut jelly that you have to fish out through the wide straw, which is exactly why it's spent the last couple of years racking up views on TikTok.
What's actually floating in the bottle
The chewy bits are nata de coco: cubes of coconut jelly produced by fermenting coconut water with the bacterium Komagataeibacter xylinus, which spins the liquid into a dense, translucent gel over several days. It's naturally fat-free, gluten-free and vegan, since nothing animal-derived goes into the fermentation — it sits comfortably alongside other vegan sweets and drinks. Mogu Mogu bottles are 320ml, roughly a third jelly by volume, and come in flavours including lychee, mango, strawberry, blue Hawaii and green apple.
A Filipino invention sold by a Thai company
Nata de coco itself has nothing to do with Thailand or Japan originally — it was developed in the Philippines in the late 1940s as a way to use up waste coconut water from the country's coconut oil industry. It became a staple dessert ingredient across Southeast Asia before a nata de coco fad swept Japan in 1992-93. Mogu Mogu the drink came later: it's manufactured by Sappe Public Company Limited, a Thai beverage firm founded in 1988, which launched the brand in the early 2000s and built it specifically around the jelly-in-juice format.
Why it's suddenly everywhere
Mogu Mogu had already been a fixture of Asian supermarkets for two decades before it found a second life as an ASMR chewing-sound trend online, with the loud pop-and-chew of the jelly cubes turning ordinary bottles into short-form video content. That's pushed demand well beyond its original markets and into general UK pick-and-mix and drinks stockists.
Frequently asked questions
What is Mogu Mogu made of?
Mogu Mogu is a fruit-flavoured juice drink packed with nata de coco, small cubes of chewy coconut jelly made by fermenting coconut water with the bacterium Komagataeibacter xylinus.
Where does Mogu Mogu come from?
Mogu Mogu is produced by Sappe Public Company Limited, a Thai beverage company, though nata de coco itself was invented in the Philippines in the 1940s and 1950s.
Why is it called Mogu Mogu?
Mogu mogu (もぐもぐ) is Japanese onomatopoeia for chewing, chosen because the drink is meant to be chewed as much as it's drunk.