Retail in Asia


Thailand’s Siam Piwat partners with Malaysia’s Pavilion Group

Siam Piwat Co., Ltd., Bangkok-based owner and operator of retail developments, such as Siam Paragon, Siam Center, Siam Discovery and a joint venture partner of ICONSIAM and Siam Premium Outlets, announced its partnership with Pavilion Group, a developer, investor and operator of shopping centres in Malaysia, to launch Thailand further into the world stage.

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In this collaboration, Siam Piwat will debut its own curated Thai brands to showcase the height of creative Thainess at Pavilion Bukit Jalil, which is set to become the largest fully integrated regional lifestyle mall in the Southern Corridor of Kuala Lumpur, Malaysia, as part of its plan to expand to various platforms globally.

Usara Yongpiyakul, Chief Executive Officer, Retail Business Group, Siam Piwat Co., Ltd. remarked, “One of Siam Piwat’s primary policies is to build awareness of Thai brands on the global stage as well as to transform ‘local heroes’ into ‘global heroes’ and expand their business internationally as COVID-19 has hindered travel to Thailand. Therefore, this collaboration will not only open up additional sales channels for SMEs to help them expand beyond online or e-commerce platforms but will also help drive the Thai economy. As part of this expansion, we have joined hands with a strong partner like Pavilion Group, a veteran large-mall operator and developer. We have selected Pavilion Bukit Jalil to debut our first brick-and-mortar stores in Malaysia for three carefully selected Thai brands in a way that will captivate and resonate with both Malaysian and international visitors. Pavilion Group is one of Siam Piwat’s Global Privilege Partners, and we have been collaborating to offer exclusive privileges to our customers. This new partnership to introduce Thai products to an overseas market will make Siam Piwat’s another significant stride towards building a solid network with powerful business leaders.”

“For more than 10 years that Siam Piwat has been working in collaboration with many government agencies, such as the SUPPORT Arts and Crafts International Center of Thailand (SACICT) and the Creative Economy Agency (CEA), to incubate entrepreneurs, we enhance their products by partnering them with experts and offering assistance with product design and packaging design. We also teach them how to use data management systems to manage their business, create an e-platform, and raise sponsorship. Moreover, we share knowledge with them on managing their finance, finding new sales channels, and gaining publicity. All of these initiatives have not only enhanced their ability to generate income but also empowered them, filling them with a sense of pride and giving them more exposure and international business opportunities,” continued Yongpigyakul.

Siam Piwat’s three Thai brands, namely Ecotopia, ICONCRAFT and Absolute Siam, are popular among foreign tourists thanks to the unique identity and creativity of their products. Developed by Siam Piwat, Ecotopia, ICONCRAFT and Absolute Siam seek to showcase the height of Thai craftsmanship ranging from innovative, contemporary crafts to products by Thai craftsmen, SMEs across the country, designers and the ingenuity of young eco co- creators. The products under these three brands all deliver the experience of creative Thainess and distinct appeal to international shoppers.

“Thailand has just as rich and unique a culture as any other country. This uniqueness and richness is shaped by extraordinary creativity and conveyed through a wide range of exquisite artworks and design products that have proven to appeal to people across the globe. We recognise the value and delicate magnificence of Thai culture and the creativity of Thai artisans, designers, and creators. We are proud to have Siam Piwat’s presence exclusively in Pavilion Bukit Jalil as they continue to expand abroad. These new stores will provide Malaysians and international visitors the chance to experience a hint of Thai culture without leaving KL,” said Dato’ Joyce Yap, Chief Executive Officer of Retail for Kuala Lumpur Pavilion Sdn Bhd, the Retail Planner of Pavilion Bukit Jalil.

“Malaysia and Thailand have very close ties and share not only borders but also various cultural similarities. We believe that this collaboration is just the beginning and will lead to even greater things, such as joint efforts to boost the region’s economy and initiatives to showcase and nurture the uniqueness and magnificence of ASEAN nations,” concluded Usara.

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Siam Piwat has continued to launch Thailand further onto the world stage and support SMEs by curating a selection of products across various categories that have proven popular among foreigners from its affiliated stores and joining forces with various retail partners overseas to have them featured on high-potential international platforms for sale both online and offline in Asian countries with high purchasing power and economic growth rates, such as China, Malaysia, Vietnam, among others.