In Bangkok’s bustling Gangnam-equivalent of Chidlom, where cafe culture meets couture, Thailand’s largest department store chain, Central Department Store, is looking north for inspiration as it reimagines the future of in-person retail.
Led by Chief Executive Natira Boonsri, Central Department Store has turned to Korean fashion brands to revive the allure of physical shopping, as e-commerce rapidly reshapes Thailand’s retail landscape.
Its latest bet is a five-year partnership with Seoul’s Matin Kim and distributor HAGO HAUS, marking the Korean brand’s first Southeast Asian expansion.
Central Department Store sits at the heart of Central Group, Southeast Asia’s retail powerhouse that owns luxury department stores and shopping malls across Bangkok and Europe, including Selfridges in the UK.
Central Department Store boasts a market capitalization of about 5 trillion won ($3.5 billion).
Now, under Boonsri’s leadership, the group is making multi-trillion-won investments to transform Central’s stores from sales floors into “lifestyle destinations.”
“As online retail expands rapidly, retailers must move beyond transactions to create lifestyle-driven, experiential destinations that inspire and build communities around shared passions, while delivering seamless omnichannel experiences that connect with customers on a deeper and more emotional level,” Boonsri said in an e-mail interview with The Korea Economic Daily on Tuesday.
A STRATEGIC ALLIANCE
Boonsri’s approach pairs Central’s retail scale with Korea’s creative momentum. She saw in Matin Kim a chance to channel the cultural energy already captivating young Thai consumers.
“The growing influence of younger consumers presents a major opportunity for Korean fashion brands in Thailand and Southeast Asia,” she said.
“This generation, digital-first, authenticity-driven and lifestyle-oriented, is reshaping how fashion is discovered and consumed. Korean brands like Matin Kim, with their trend-setting, creativity and agility, are exceptionally well-placed to meet these evolving expectations.”
For Boonsri, Matin Kim’s modern Seoul aesthetic – “confident, minimal, trendy and community driven” – fits seamlessly with Central’s ambition to reconnect emotionally with Gen Z shoppers.
“Our partnership with Matin Kim reflects this direction perfectly,” she said.
“Together, we aim to introduce a fresh fashion and lifestyle experience to Thailand, celebrating creativity and deepening the cultural connection between Korea and Thailand.”
THE KOREAN EDGE
Boonsri believes Korean fashion’s cultural fluency offers lessons for traditional retailers.
“Korean fashion brands have an exceptional ability to shape culture, creativity and commerce, and turn that into global influence,” she said.
“What truly sets them apart is their agility, the speed at which they capture insights, respond to social trends and bring ideas to market. Combined with their mastery of digital storytelling and community engagement, this keeps them constantly relevant to younger generations.”
By channeling Korean creativity through its department stores, Central hopes to offer experiences e-commerce cannot replicate – tactile, social and culturally rich.
BEYOND TRANSACTIONS
Central’s first Matin Kim flagship opened at Central Chidlom this month, with another planned at Central Embassy in 2026.
Boonsri said the brand’s growing popularity across Thai social media makes it a natural fit for Central’s push to make shopping “beyond shopping.”
The company plans additional Matin Kim stores nationwide, as well as events spotlighting Korean beauty and lifestyle brands.
“Our goal is to create a sense of community within our malls, offering spaces where people can gather, discover and share meaningful experiences,” Boonsri said.
As Central reimagines its stores as cultural destinations, Boonsri believes Korean creativity provides both the content and the spark to bring shoppers back.
“Ultimately, Korean brands don’t just sell fashion,” she said. “They sell an attitude, a lifestyle and a sense of identity.”
