Chongqing - Chinese consumer brands are stepping up their presence in Thailand, with POP MART, Winona, and Beneunder at the forefront of a broader push into Southeast Asia. These companies are betting on Bangkok as a strategic hub for tapping into one of the world's fastest-growing consumer markets.

On August 8, Chinese pop culture giant POP MART opened its largest flagship store worldwide at ICONSIAM in Bangkok. Spanning over 760 square meters across two floors, the store is designed around Thai cultural elements, including a terrace featuring a giant Molly figure dressed in traditional Thai attire.

POP MART Global Landmark Store in Bangkok, Thailand. (Photo/POP MART)

This location is POP MART's first Global Landmark Store in Thailand and the first to integrate Thai themes throughout its interior and exterior design. Inside, visitors find displays of the company's signature IP characters, such as Molly and The Monsters, with a second floor dedicated to full-series collections for fans.

Interior view of the POP MART Global Landmark Store. (Photo/POP MART)

The store will also host POP MART's first overseas café, created in collaboration with Thai restaurant chain GREYHOUND CAFÉ, set to open at the end of August.

POP MART first entered Thailand in September 2023 with a store at CentralWorld, and has since expanded rapidly. In February, the company launched a new concept flagship store at Seacon Square Srinakarin. 

On August 19, POP MART reported Asia-Pacific revenue of 2.85 billion yuan ($397 million) for the first half of 2025, a 257.8% jump from a year earlier. As of June 30, it operated 571 stores in 18 countries.

At the company's August 20 earnings meeting, POP MART founder Wang Ning emphasized the strategy around its popular Labubu character. "This year, Labubu's new products were relatively restrained, without over-consuming the IP. Current demand is very high, and it will have great value in the future," Wang said. He added that a mini version of Labubu will launch this week and is expected to attract strong sales.

Another Chinese bag brand that is making inroads in Bangkok is Songmont. On July 22, the company opened its first Thai pop-up store at CentralWorld.

The store's "A Thousand Incense Sticks" design features metal columns simulating incense and incorporates traditional Chinese elements. Visitors are introduced to ancient Chinese incense-making techniques, with the space combining visual and olfactory experiences.

Songmont launched its first Thai pop-up store at CentralWorld, Bangkok. (Photo/Songmont)

The brand leverages cultural storytelling to connect with consumers. Songmont has previously incorporated Chinese aesthetics such as joinery-inspired designs and natural color palettes into its products and exhibitions. In September 2024, it held the "Song of Mont" exhibition in Paris, referencing Shanxi's ancient architecture and landscapes.

China's skincare companies are also increasing their presence in Thailand, capitalizing on rapid growth in Southeast Asia's beauty market. According to Euromonitor, the region's beauty and personal care sector was valued at $34.2 billion in 2024 and is projected to surpass $40 billion by 2028.

In July, Chinese company Botanee Group showcased its flagship skincare brand Winona at ICONSIAM during the 2025 China-Thailand Cultural Month. The one-week pop-up featured plant-based skincare concepts, interactive product experiences, and skin testing.

The pop-up store of skincare brand Winona in Thailand. (Photo/Winona)

Mintel's February 2025 report on Southeast Asia highlighted significant skincare demand drivers: 58% of Thai consumers sought skin-brightening products, while 41% of Thai women expressed willingness to try cosmetic procedures, creating higher demand for post-treatment repair solutions.

Winona entered Thailand in May 2024 and has since established partnerships with over 30 high-end medical beauty clinics and entered major retail chains such as BEAUTRIUM and EVEANDBOY. Online, it sells through Shopee, Lazada, and TikTok.

Chinese outdoor lifestyle company Beneunder opened its first Thai store in June at CentralWorld. The store's natural, minimalist interior featured pastel-toned products suited to Thailand's hot and humid climate. The opening trended on the social media platform X, ranking second in Thailand.

Founded in 2013, Beneunder is best known for its UV-protection umbrellas and self-developed AntiTec protective technology. Its entry into Thailand follows expansion into Singapore and Laos in 2023 and 2024. The company now operates stores across seven Southeast Asian countries.

Beneunder's store in CentralWorld, Bangkok. (Photo/Beneunder)

A Beneunder representative said that the brand's success comes from alignment with local needs. "Southeast Asian countries have a high acceptance of 'Made in China,' and the climate matches Beneunder's protective functions. Our lightweight outdoor lifestyle concept resonates well with local consumers."

The expansion of Chinese consumer brands coincides with deepening China-Thailand trade relations. In 2024, bilateral trade reached $133.98 billion, up 6.1% year-on-year, with cooperation extending to emerging industries.

Industry analysts point to Southeast Asia's demographic advantage, a population of over 650 million with more than half under the age of 30, as a key driver of market potential.

Beneunder expects to surpass 1,000 domestic stores this year while accelerating global expansion. Beneunder is also listed among the Global Unicorn 500 enterprises.