Marketing in 2025 is lively again after industries adjusted through global economic shifts, technological leaps, and changing consumer behavior. Thai brands are moving seriously onto the international stage across fashion, beauty, lifestyle, food, and drinks, integrating into foreign consumers' daily lives.
This year’s clear trend is competition in Experience and Identity. Thai brands compete not just on price or expansion, but on identity, storytelling, and impact, to create global consumer recognition—“remembered and chosen.” Many Thai brands clearly transcend local status, becoming recognized global players.
BrandStory Column The 2025 “TOP LIST Thai Brands” highlights outstanding brands loved by Thais and foreigners, showing how Thai brands are shaping new global impressions.
SARRAN, by designer Ek-Saran Yookongdee, gained global fame for designing the golden headpiece worn by BLACKPINK’s Lisa in the 2021 “LALISA” video, a key symbol of Thai Soft Power in global pop culture. Their latest work “Light of Lotus No.001,” held by Lisa at The White Lotus Season 3 premiere, confirms SARRAN’s identity as a brand presenting contemporary, luxurious, powerful Thai style. Its strength is detailed craftsmanship, creating jewelry as art celebrating Thai women's beauty and flora, conveying Thai culture through design language understood worldwide, making the brand prominent in global pop culture.
With sustainability as the new global fashion standard, PIPATCHARA meets international demand. Its Infinitude Collection by Phet-Pipatchara and Thapthim Kaewjinda uses orphaned plastic waste upcycled into bags and gowns with Macramé techniques and unique design. PIPATCHARA is Thailand’s eco-fashion leader, blending contemporary design with sustainability artistically, notable for handcrafted, intricate work attracting global fashion attention. Highlights include dressing BLACKPINK’s Lisa for the Monaco F1 Grand Prix Tag Heuer Yacht Party, and Victoria’s Secret’s Barbara Sprouse wearing recycled plastic gowns at the 2025 Cannes Film Festival.
Gentlewoman, founded by Paeng-Raya Wannapinyos, portrays confident, sophisticated modern Asian women. Their clothing and accessories, based on Empowering Woman, fit daily wear, earning loyal Thai customers and expanding to China, Korea, Taiwan, and Singapore with similar dressing habits. Gentlewoman is daily wear for many Asian women, seen as a brand chosen by women themselves, not just for foreign appeal. The Gentlewoman Tote Bag, a large canvas bag, remains popular among foreign tourists.
Cathy Doll, a cosmetics and skincare flagship of Car Mart PCL founded by Grab-Pongwiwat Thekkeereekul, has expanded internationally as a T-Beauty brand for digital consumers. It offers affordable prices, a fun, fresh, daring image, and quality on par globally. Cathy Doll attracts celebrity makeup artists including the Kardashians, and recently launched Cathy Doll x Maeng with a famous Korean makeup artist, solidifying Thai beauty’s global role.
MITH, by Por-Jutinat Piyaveerawong, draws from Thai culture to tell stories through scent. The name means Made In Thailand and sounds like the Thai word for “friend.” MITH stands out from mainstream perfumes by collaborating with world-class perfumers to create accessible yet distinctive fragrances reflecting contemporary Thai identity, entering the international niche perfume market.
PAÑPURI, by Pui-Worawit Siripak, grew from Thai nature and culture inspirations into a luxury wellness lifestyle brand. It offers skincare, fragrances, spa, and wellness destination experiences focusing on health inside and out. Seen as Quiet Luxury, PAÑPURI aligns with global wellness trends and was acquired by Japan’s KOSÉ in late 2024 to boost global expansion. IF, a Thai bottled coconut water brand under General Beverage managed by Pongsakorn Pongsak, leads the China and Hong Kong markets by sales and share, valued for consistent taste, trusted quality, and pure naturalness, becoming linked to “authentic Thai flavor” abroad.
Karun, by Russ-Thanyaphak Siriprapajaroen, reimagines family traditional tea into premium Thai tea. It elevates Thai tea for café and fine dining culture through elegant glass bottles, refined store decor, and unique drinking experiences. Karun plans overseas expansion to set new global Thai tea standards.
These examples illustrate Thai brands’ recent successes, showing global growth need not sacrifice Thai identity but requires understanding and expressing it globally through storytelling, design, and experiences beyond price competition. Consumers seek brands with meaning, presence, and clear stance.
Overall, 2025 marks a key year where Thai brands move from followers to assertive global players with unique identities, offering business a new perspective: Thai brands are vital creative economy forces attracting foreign investment and generating long-term national value.
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