Last weekend “Saveone Bangna” The newest and largest branch of Saveone GO, managed by Ing Atheeta Sarathiwatprapai and Sung Satawin Nakthongphet, two popular TikTok influencers admired by Gen Z and Gen Alpha, went viral and sparked controversy simultaneously after causing severe traffic jams on Bangna-Trad Road. Residents and commuters in the area voiced strong complaints.
Why has Saveone GO become a night market with its own loyal fan base, attracting visitors eager to check in? Behind its success lies the transformation of an empty space into a highly valuable location.
The origin of the Saveone GO market in Bangkok is traced back to “Saveone Korat Market” by Rattanachai Sarathiwatprapai, who established one of the largest night markets in Nakhon Ratchasima province, spanning over 80 rai, featuring shops, restaurants, and activity zones, becoming a key shopping destination in the province.
The success of the Korat market prototype was further developed into “Saveone GO Market” in Bangkok, focusing on a combined experience of dining, shopping, flea markets, and activities in one location. It is managed by “Ing” or Atheeta Sarathiwatprapai, heir to Saveone Korat Market and eldest son of Rattanachai, alongside “Sung” or Satawin Nakthongphet. Both are well-known TikTok and YouTube influencers with a combined following exceeding 10 million.
A key feature of Saveone GO in Bangkok is adapting the original market’s DNA to suit the lifestyles of Bangkok and its vicinity, evolving into a lifestyle night market that is easy to navigate, offers convenient dining, affordable prices, and encourages visitors to linger.
The market includes food stalls and diverse shops ranging from street food, clothing, and daily goods to hangout zones and various activities. It is popular among young people and those who enjoy casual strolling, distinguished by affordable prices and variety, catering to teenagers, students, and families seeking accessible food and products.
The first Saveone GO branch launched in late October 2023, initially focusing on food sales before expanding into lifestyle with clothing and general merchandise zones at low prices. Currently, Saveone GO operates three branches: Saveone GO KPO (Sai Mai) near BTS KPO Junction Station; Saveone Srisaman (Nonthaburi) located inside Robinson Srisaman, a collaboration between Saveone and the shopping center to better serve urban customers; and most recently, Saveone Bangna on a 30-rai site near Bangna Housing Estate and BTS Yellow Line Srieam Station.
Regarding the financial performance of “Saveone GO Co., Ltd.” after two full years of operation, in 2024 the company reported total revenue of 84,264,225 baht and a net profit of 22,734,881 baht. In contrast, 2023, the first year of operation, saw total revenue of 5,817,086 baht and a net loss of 1,201,294,171 baht due to initial investment and development expenses. The market reversed course to achieve significant profitability. These impressive revenue and turnover figures stem from the number of vendors and nightly foot traffic in the tens of thousands, an impressive feat in the current sluggish economy. Saveone GO stands out as a promising new night market business generating notable income.
The undeniable key to the viral success that sets Saveone GO apart from typical night markets is Sung Satawin Nakthongphet and his team, including close associate Soh Guard - Natchayanun Sukwattanaporn, his girlfriend, a TikTok influencer and owner of the cosmetics and skincare brand Love Potion, along with a group of YouTubers who played vital roles in marketing the market via social media, turning it into a trending topic.
Besides holding a 30% stake in Saveone GO Co., Ltd., Sung also co-manages the Love Potion brand with Guard, which is very popular on TikTok, and serves as CEO of Sung Satawin Co., Ltd., a media advertising and event management business.
Sung uses YouTube and TikTok channels, boasting millions of followers, to craft storytelling that motivates people to experience the market atmosphere firsthand. His followers trust him from his content targeting the mass market, especially youth empowerment stories, which established his branding as a successful young entrepreneur. This trust enables Sung to confidently promote products and experiences to followers and potential visitors. When Sung says something is “good” or expresses a desire to “create careers for people,” overwhelming support follows.
Although controversies over backstage management, including parking, zoning, and traffic issues, surfaced during the launch, these reflect strong demand. In an era when consumers are cautious with spending yet still willing to go out and spend time in public spaces, Saveone GO serves as a noteworthy case study for Thailand’s night market business sector going forward.
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