Gourmet Eats by The Mall Group is pushing forward with its "FIRST EXPERIENCE" strategy, carefully selecting distinctive Thai and international food brands. Recently, it introduced eight new brands to reinforce Gourmet Eats and Gourmet Hall, launching at Siam Paragon to bring freshness and new reasons for customers to return, addressing changing consumer lifestyles.
Mr. Supawut Chaiprasitkul, Chief Executive Officer of the Supermarket and Food Management Group at The Mall Group Co., Ltd., spoke about adding food brands to brighten the Festive Season, saying that discovering and selecting unique experiences is the core concept of Gourmet Eats under the FIRST EXPERIENCE strategy, which does not focus solely on increasing the number of stores.
Instead, the goal is to create new attractions and reasons for customers to visit repeatedly, helping to differentiate the retail destination. For the Festive Season, eight unique new brands have been chosen to offer customers trends in international food and bakery, providing new options and fresh appeal.
The new brands entering Gourmet Eats and Gourmet Hall at Siam Paragon number eight and enhance the variety of food experiences, covering specialty coffee, Korean bakery, cheesecake, Thai cuisine using local ingredients, creative Thai desserts, homemade desserts, Teochew-style baked goods, and Japanese ramen.
Leading the lineup is Standard Bread, a bakery brand from Seoul, South Korea, set to open on 14 Nov 2026 at Gourmet Hall, Ground Floor, Paragon Department Store, and CHEESE WONDER, a frozen cheesecake brand from Hokkaido, Japan, presented as a limited pop-up from now until 15 Jan 2027.
Alongside are PAPERSWAN, a coffee brand offering a specialty coffee experience; E-GA, featuring Thai food emphasizing local ingredients; KEAW BOUTIQUE with creative Thai desserts; NAVORI offering homemade desserts; THYE MOH CHAN presenting Teochew-style baked goods; and MUGINAE with Japanese ramen, all adding vibrancy to the food destination during the year-end festive season.
The diversity of these brands reflects Gourmet Eats’ approach to curating food experiences that embrace creativity, new trends, and unique culinary cultures, allowing customers to encounter different experiences with each visit. Welcoming these eight new brands during the Festive Season is part of advancing the FIRST EXPERIENCE strategy by offering a varied selection of Thai and international food experiences.
These brands come in both permanent stores and limited pop-ups, enhancing the destination's appeal and meeting consumers’ ongoing desire for fresh experiences. Limited pop-ups illustrate the FIRST EXPERIENCE concept that innovation does not only come from permanent stores but can also arise from time-limited experiences, creating freshness and specific reasons to revisit the destination.
For Gourmet Eats under The Mall Group, creating the FIRST EXPERIENCE means more than introducing new stores; it is about developing a dynamic destination filled with new discoveries. Leveraging brand power, products, and diverse experiences contributes to generating traffic, engagement, and new reasons to visit, thereby strengthening the retail business’s competitive edge over the long term.