The year 2025 marks another vibrant year for the marketing sector after several industries endured extended adjustments due to the global economy, rapid technological growth, and swiftly changing consumer behaviors. Meanwhile, the Thai branding scene has seen equally noteworthy developments, with many brands seriously stepping onto the international stage across fashion, beauty, lifestyle, and food and beverage sectors. Several Thai brands have truly integrated into the daily lives of foreign consumers.
A clear trend this year is competition based on experience and identity. Thai brands no longer compete merely on price or branch expansion but focus on identity, storytelling, and impact to create memorable impressions worldwide—making consumers "remember and choose" them. This has made 2025 a year worth reviewing, as numerous Thai brands have clearly transcended their local status and begun to be recognized as distinctive global players.
BrandStory Column We have compiled the “TOP LIST Thai Brands” for 2025, highlighting outstanding achievements loved by Thais and admired by foreigners, reflecting how Thai brands are crafting new global identities today.
SARRANSARRAN is a Thai jewelry brand by designer Ek-Saran Yookongdee, renowned worldwide for creating the golden headpiece worn by BLACKPINK's Lisa in the 2021 "LALISA" music video, which became a defining image of Thailand's Soft Power in global pop culture. Its latest piece, "Light of Lotus No.001," a golden lotus flower Lisa carried at The White Lotus Season 3 premiere, further asserts SARRAN's identity as a brand delivering contemporary, luxurious, and powerful Thai expressions. SARRAN's hallmark is meticulous detail, crafting jewelry as art that honors the beauty of Thai women and flowers, conveying Thai culture through design language understood globally, allowing the brand to stand elegantly and contemporarily on the global pop culture stage.
In an era where sustainability has become the new standard in global fashion,PIPATCHARAis a Thai fashion brand that precisely meets international market demands. Its signature work is the Infinitude Collection by Phet-Pipatchara Kaewjinda and Thapthim-Jitrinee Kaewjinda, which upcycles abandoned plastic waste into bags and evening gowns using Macramé techniques and unique designs. PIPATCHARA is recognized as Thailand's leading eco-friendly fashion brand, artfully blending contemporary design with sustainability values. It is distinguished by handcrafted work, knitting, and details that attract global fashion attention. International highlights include designing outfits for BLACKPINK's Lisa at the Monaco F1 Grand Prix Tag Heuer Yacht Party and, most recently, Victoria’s Secret model Barbara Sprouse wearing the brand’s recycled plastic gown on the Cannes Film Festival red carpet in 2025.
Gentlewomanis a women's clothing brand founded by Paeng-Raya Wannapinyoyo, distinguished by portraying modern Asian women who are confident, elegant, cool, and authentic. Its apparel and accessories are designed under the concept of Empowering Woman, catering to everyday wear. This has made the brand popular for repeat purchases in Thailand and enabled expansion into several Asian countries such as China, Korea, Taiwan, and Singapore, where dressing styles are similar. Gentlewoman has become daily wear for many Asian women, establishing its identity as a brand women choose for themselves, not just as an international label. An iconic item is the Gentlewoman Tote Bag, a large canvas bag continuously popular among foreign tourists.
Cathy Dollis a cosmetics and skincare brand and one of the flagship brands of KARMART, or Karmart Public Company Limited, a Thai beauty empire founded by Grab-Pongwiwat Theekirigul. The brand has successfully expanded overseas as a T-Beauty label that understands digital-era consumers, offering accessible prices, a fun, bright, and experimental image, and quality that competes internationally. Cathy Doll has gained attention from celebrity makeup artists such as the Kardashian family and recently launched the Cathy Doll x Maeng collection in collaboration with a renowned Korean makeup artist, reinforcing the Thai brand's role on the global beauty stage.
MITHis a perfume brand by Por-Jutinat Piyaveerawong that draws inspiration from Thai culture to tell stories through scent. The brand name stands for Made In Thailand and resonates with the Thai word "Mitr" (friend). It differentiates itself from mainstream perfumes by collaborating with world-class perfumers to create accessible yet distinctive fragrances reflecting contemporary Thai identity, aiming to enter the international niche perfume market.
PAÑPURIis an aroma and wellness brand by Pui-Worawit Siripak, which grew from inspiration from nature and Thai culture into a luxury wellness lifestyle. The brand offers a comprehensive range of products, including skincare, fragrances, and spa and wellness destination experiences emphasizing holistic health care. PAÑPURI is seen as a Quiet Luxury brand aligning with global wellness trends, with its potential reinforced by acquisition by KOSÉ Corporation, a major Japanese cosmetics company, in late 2024 to boost global market expansion.
IFis a bottled ready-to-drink coconut water brand from General Beverage Company under the management of Pongsakorn Pongsak. It leads the market in China and Hong Kong with top sales and market share. Its strengths include consistent taste, reliable quality, and natural purity without additives, making it associated with "authentic Thai flavor" in foreign consumers' eyes.
Karunis a Thai tea brand by Russ-Thannaphak Siriprapacharoen, which redesigned the family’s traditional tea recipe into premium Thai tea. The brand elevates Thai tea to fit café culture and fine dining through presentation in luxurious glass bottles, refined store decor, and a distinctive drinking experience. Karun is currently preparing to expand internationally, aiming to establish a new standard for "Thai tea" on the global stage.
These examples represent only some Thai brands that have succeeded in recent years, clearly showing that growth in international markets does not require abandoning Thai identity but rather understanding oneself and conveying that identity in a language the world understands. Building brand recognition through storytelling, design, and experience surpasses competing on price alone. Today’s consumers seek brands with presence, meaning, and clear values, not just products.
Overall, 2025 is another pivotal year demonstrating that Thai brands no longer remain followers but stand firmly on the global stage with their own identities, offering new perspectives for the business sector. Thai brands are becoming vital forces in the creative economy, capable of attracting foreign investment and generating long-term national value.
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