Fashion, furniture, and more at Style Bangkok 2025
Aside from food, Thai products have long been valued by Filipinos for good quality and price.
Fashion items, in particular, “resonate well due to shared tropical sensibilities and appreciation for artisanal craftsmanship and culturally rooted design,” according to Thailand’s Department of International Trade Promotion (DITP) director general Sunanta Kangvalkulkij.
The Southeast Asian nation, known as “The Land of Smiles,” has so much to offer, Kangvalkulkij pointed out in an interview with the foreign press covering Style Bangkok 2025. The country’s “most complete lifestyle and fashion trade fair” took place from April 2 to 6 at the Queen Sirikit National Convention Center in the capital city.
“Promoting Thai design and SMEs helps strengthen Thailand’s creative economy and global competitiveness,” she explained, underscoring the importance of small and medium-sized enterprises. “Thai design is known for blending cultural heritage with contemporary style, resulting in products that are both distinctive and market-ready.”
Kangvalkulkij then replied to Lifestyle’s question, “We see great potential in the Philippine market and aim to attract more Filipino visitors by working closely with our trade office in Manila.”
She added, “Efforts will focus on targeted promotion, business matching, and curated experiences that reflect the cultural and market alignment between Thailand and the Philippines—making Style Bangkok a welcoming and valuable destination for Filipino buyers and creatives.”
The lifestyle and fashion trade fair is jointly organized by DITP and the Board of Trade of Thailand with the support of 23 industry associations and federations. This year’s edition featured 447 exhibitors across 656 booths with 46 more from international participants. The expected attendance had been pegged at 25,000 visitors and the trade value at no less than 1.6 billion baht.
“Thai entrepreneurs are placing greater emphasis on design and sustainability,” Kangvalkulkij explained. “Leveraging Thailand’s strengths—such as abundant raw materials, local craftsmanship, and internationally appreciated design—Thai products have gained distinct recognition.”
Hollywood exposure
Among the exhibitors at Style Bangkok 2025 were brands and products recognized in global markets. These include Korakot, Deesawat, Yothaka, Qualy, ArmoArte, Pioneer, Touchable, Masaya, Mr. Big, Amber, AWA, AHU, Zebra (Satien Stainless Steel), Rati, Naraya, Salete, and Charcoalogy.
Equal importance was given to emerging designers and small businesses in the “New Faces” section. The trade fair, after all, serves as a platform “to gain exposure, build partnerships, and showcase their ability to compete on the global stage.” It also reflects not only Thailand’s established design capabilities but also its next generation of creative entrepreneurs.
The furniture brand Yothaka has been getting a lot of buzz lately with the exposure from the third season of “The White Lotus.” It made around 20 pieces of seating furniture for the three villas that functioned as the Thailand setting of the American satirical comedy-drama series.
Owner Suwan KongKhunthian recalled that a member of the production design team found Yothaka through a local agent. He was only told about the show, which he hadn’t heard of, after its location had been finalized.
“Then, she just picked up what she wanted,” he said of the show’s representative. “She sent us a letter and said it’s about the show and it became like a secret.”
He added, “I had to come up with two new color collections for them, because it’s not in our production line. It’s a brown color and a blue color. I only had pink and green.”
When Season 3 of “The White Lotus” premiered last February on HBO, KongKhunthian said he made it a point to watch the series and felt happy seeing Yothaka furniture on the screen. He now hopes the global attention will translate into sales.
The entrepreneur, who founded Yothaka in 1989 with water hyacinth as the main material, admitted that there had been a slump in the furniture industry. He’s therefore appreciative of the efforts put in at Style Bangkok as he goes on with his own coping mechanism: “I just work day by day.”
As an aside, KongKhunthian said he admires famed Filipino furniture designer Kenneth Conbonpue and likes his work very much.
Overcoming obstacles
In Kangvalkulkij’s interview with the foreign press, the DITP’s director general mentioned a few external factors that are currently affecting the lifestyle and fashion industries in Asia. One is the prolonged Russia–Ukraine conflict, which “continues to drive up energy and material costs, contributing to global inflation and affecting international trade across industries.”
Another factor is the shifting trade policies with key trading partners such as the United States. She hastened to add, though, “We fully respect the policies and approaches of all countries.”
She explained, “At the same time, we must be prepared to respond effectively to changing trade conditions—whether with partners in the United States, Europe, or China. Close collaboration between the DITP and Thai entrepreneurs is essential to develop appropriate strategies tailored to each market.”
As for the 36 percent import tariff that the U.S. recently imposed on Thailand, Kangvalkulkij said the country’s Ministry of Commerce is monitoring the situation closely and will work with stakeholders across sectors to determine appropriate support measures. She also called for more international dialogue and cooperation.
The people behind Style Bangkok 2025 said the fair is an ideal venue, as it offers international exhibitors greater visibility and engagement through curated spaces. For the first time, the fair introduced live commerce in partnership with Letstango.com, allowing exhibitors to present their products to Middle Eastern buyers in real time.
They explained that these initiatives, combined with seminars on future trends and sustainability, provide ASEAN and global participants with valuable insights into market development and product improvement.
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