Siam Piwat unveils Korean fashion tie-up

Siam Piwat unveils Korean fashion tie-up

K-Fashion 82 sets tone at Siam Discovery

Ms Usara, left, Ms Saruntorn, centre, and Mr Teoh. The trio announced the firm's strategy to offer more Korean fashion labels and food next year.
Ms Usara, left, Ms Saruntorn, centre, and Mr Teoh. The trio announced the firm's strategy to offer more Korean fashion labels and food next year.

Siam Piwat Co, the operator of Siam Discovery, has teamed up with Shinsegae, the leading South Korean luxury department store, to offer popular Korean fashion labels at the mall to enhance its status as a Korean hub and entice younger shoppers.

Saruntorn Asaves, the company's first executive vice-president and head of the shopping centre division, said Siam Piwat opened the first pop-up multi-brand Korean fashion store named K-Fashion 82 on the second floor of Siam Discovery in early November, which will operate until next month.

This unique store features nine newly established South Korean brands: Ryu Classic, Grace U, Semicode, Fromyith, Add Studio, Teeny Tiger, Jiminlee, Alice Martha, and Lime Like.

Usara Yongpiyakul, chief executive of Siam Piwat Retail Holding Co, said Siam Discovery plans to double the number of Korean fashion brands to 40 next year, solidifying its position as the "Best K-Street Fashion Hub", with trendy brands from around the world.

In addition to being a K-Street fashion hub, Joseph Teoh, the company's business development director and strategist, said Siam Discovery is also set to transform the third floor into a social community and a dedicated space for the latest restaurants at Siam Discovery.

This area is called "Flavor Lab", which is designed to cater to customer behavioural needs and aligns with the strategy of extending the time customers spend within the shopping centre for an extra hour.

According to Mr Teoh, Flavor Lab will showcase new-to-market restaurants from Thailand and abroad, featuring popular Asian flavours from China and South Korea, as well as international favourites by Michelin-starred chefs.

The current line-up includes Korean BBQ by celebrity chef Baek Jong-won's "Bornga", premium Japanese shabu at "Kagonoya", and the renowned Thai seafood spot, "Kungthong Seafood".

Additionally, there are plans to introduce the New York Michelin-guide recommended restaurant Roberta's in January 2024.

Mr Teoh said that the company is also adding six restaurants and dessert options from South Korea, Japan and Australia at Flavor Lab.

Early this month, the trendy all-day-brunch restaurant Babyccino & Co, offering coffee and a bakery, opened on the ground floor of Siam Discovery. This addition brings the total line-up to 12 new restaurants at Siam Discovery, covering over 2,500 square metres.

"By consistently offering new and unique attractions and prioritising the introduction of new stores and new brands to cater to new communities, we anticipate a surge in customer traffic to 50,000-70,000 visitors, up from the previous range of 40,000-50,000 visitors," Ms Saruntorn said.

Furthermore, Ms Usara said Siam Discovery is reinforcing its "Gifts Destination" position, presenting an extensive array of exclusive gifts to customers. This includes Carlyn's exclusive Soft Mini and Supreme at the Outcast store, along with internationally acclaimed Thai brands such as Kemissara.

Loft, a speciality store originating from Japan, is set to debut the first collection of licensed products featuring the Korean pink bear character Bellygom in Thailand.

Do you like the content of this article?