Last weekend “Saveone Bangna” The latest and largest branch of Saveone GO, opened by Ing-Atita Sarathiwatthana Prapai and Sung-Satawin Nakthongphet—two TikTok influencers popular among Gen Z and Gen Alpha—became both viral and controversial after causing severe traffic congestion on Bangna-Trad Road. Residents and commuters in the area expressed strong complaints.
Why has Saveone GO become a market with its own loyal fanbase that everyone wants to check in at? The secret behind its success is how it transformed vacant land into a highly valuable location.
The origin of Saveone GO market in Bangkok comes from “Saveone Korat Market” by Rattanachai Sarathiwatthana Prapai, who created one of the largest night markets in Nakhon Ratchasima province, spanning over 80 rai, comprising numerous shops, restaurants, and event zones that have become a key shopping destination in the province.
The success of the Korat prototype market was developed further into “Saveone GO Market” in Bangkok, focusing on an integrated experience of dining, shopping, flea markets, and various activities in a single space. It is managed by "Ing" or Atita Sarathiwatthana Prapai, heir to the Saveone Korat market and eldest son of Rattanachai, together with "Sung" or Satawin Nakthongphet. Both are well-known TikTok and YouTube influencers with a combined following exceeding 10 million.
The highlight of Saveone GO in Bangkok is adapting the DNA of the original market to suit the lifestyle behaviors of Bangkok and its metropolitan area residents. It became a lifestyle night market that is easy to stroll, convenient for eating, reasonably priced, and invites visitors to stay longer.
It offers a variety of food stalls and shops selling everything from street food and clothing to daily necessities, plus hangout zones and various activities. It is popular among teenagers and casual walkers, distinguished by affordable prices and diverse shops, catering to youths, students, and families seeking accessible food and goods.
The first Saveone GO branch launched in late October 2023, initially selling food only before expanding into a lifestyle market with clothing and general merchandise at budget prices. Currently, Saveone GO operates three locations: Saveone GO KPO (Saimai) near the BTS KPO interchange station; Saveone Srisaman (Nonthaburi) inside Robinson Srisaman, a collaboration between Saveone and the shopping center to better serve urban customers; and the latest, Saveone Bangna on 30 rai near Bangna Housing and the BTS Yellow Line Srieam station.
Regarding the financial performance of “Saveone GO Company Limited”, after two full years of operation, projected revenue for 2024 is 84,264,225 baht with a net profit of 22,734,881 baht. In 2023, the first year of operation, total revenue was 5,817,086 baht with a net loss of 1,201,294,171 baht due to initial investment and development costs. The company has since turned a significant profit. These high revenue and turnover figures derive from the number of vendors and tens of thousands of nightly visitors, notable in the current sluggish economy. Saveone GO stands out as a promising new night market business.
One must acknowledge that the key to Saveone GO's viral success, distinguishing it from typical night markets, is Sung-Satawin Nakthongphet and his team, including close associates like Sokard-Natchayanun Sukwatthanaporn, his girlfriend, a TikTok influencer and owner of the cosmetic and skincare brand Love Potion, along with a group of YouTuber friends, all playing crucial roles in social media marketing that made the market a sensation.
Besides holding a 30% stake in Saveone GO Company Limited, Sung co-manages the Love Potion brand with Sokard, which is very popular on TikTok. He is also CEO of Sung Satawin Company Limited, a business specializing in advertising media and event management.
Sung uses his YouTube and TikTok channels, which have millions of followers, to create storytelling that makes people eager to experience the atmosphere firsthand. His existing fanbase trusts his persona from content targeting the mass market, especially youth success stories, establishing him as a young business entrepreneur who achieved success early. This credibility allows Sung to effectively sell trust through products and experiences to followers and newcomers alike. When Sung says “quality products” or “wanting to create careers for people,” the support flows abundantly.
Although controversies over backend management—such as parking arrangements, zoning, and traffic jams—have generated negative feedback during the launch, they highlight an interesting demand: in an era where people tighten spending yet still venture out to spend time in specific spaces, “Saveone GO” serves as a compelling case study for the Thai night market business sector going forward.
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