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Many Thai brands have conquered the tourist markets. But the real question is: do Thai people care, or are these brands just another thing foreigners rave about?
From fashion accessories to food and beverages, Thai brands have become big hits internationally, with tourists and expats embracing them enthusiastically. But what about the locals? Do Thai people share the same enthusiasm for these brands that foreigners seem to love so much, or is it all just hype over tea and bags?
Let’s take a look at a few famous Thai brands that have become household names abroad, and what Thais really think about them.
Cha Tra Mue: Tea’s Answer to Marmite?
Cha Tra Mue is perhaps the most iconic Thai tea brand globally, with its distinct red logo recognisable to tea lovers. The brand’s story began in 1925 when the Lim family from China opened the Lim Meng Kee Chinese Tea Shop in Yaowarat, Bangkok. Over the decades, Cha Tra Mue evolved and began producing the famous Thai Milk Tea, which has now become a symbol of Thai beverages.
Cha Tra Mue’s products are everywhere—from small roadside tea stands in Bangkok to tea shops in Los Angeles. The company holds a 70-80% share of the Thai tea market, and has expanded to several countries, including Hong Kong, Singapore, Malaysia, and the United States that opened this year.
While Cha Tra Mue may be a huge hit among tourists and foreigners, the truth is that most Thais treat it like a regular, everyday product. While the rose tea that became a sensation six years ago did gain local popularity for a while, for many Thais it’s just a trusted brand rather than something to rave about. Tourists, on the other hand, flock to the shops, posting their colourful tea cups on Instagram as part of their “must-do” list when visiting Thailand. Thais appreciate the quality, but it’s hardly a novelty for them.
NaRaYa: The Souvenir of Choice
NaRaYa bags are another classic “foreigner favourite.” For years, these simple, fabric bags have been snapped up by tourists, especially from China and Japan, who bring them home as souvenirs. Established in 1989 by Vassilios Lathouras and Wasna Roongsaenthong, NaRaYa started small, but has since grown into a major brand, with its products being exported to 38 countries worldwide.
Foreigners often love NaRaYa for its practicality, affordability, and designs that reflect a touch of “Thai style” without being over-the-top. The brand has also gained a loyal following for its durability and wide variety of products, from handbags to cosmetic pouches.
But how do Thai people feel about NaRaYa? For many, it’s not exactly the go-to brand. Some locals feel that the brand is mainly geared towards tourists, and while the products are seen as well-made, they don’t hold the same appeal locally as they do abroad. Thais may buy NaRaYa products as gifts, but they’re not typically considered a fashionable choice by Thai standards. Instead, it has carved out a niche as the souvenir brand foreigners love.
SARRAN: Art-to-Wear, Inspired by Asian Women
SARRAN by Sarran Youkongdee represents a different kind of Thai brand—one rooted in culture, emotion, and the experiences of Asian women. Sarran’s vision is to channel his respect and admiration for the strength and elegance of women, particularly those from Asia, into intricate, one-of-a-kind jewellery, with his works being inspired by nature. Each piece in his collection is what he calls “Art-to-Wear,” combining beauty and creativity with a deeper meaning.
While SARRAN’s creations are gaining international acclaim, especially in fashion circles, it’s not exactly a household name back in Thailand. It appeals to a more elite crowd—those who appreciate artistry with a capital ‘A.’ While Thais respect the craft, it’s more a brand for those in the know rather than the everyday shopper.
Jim Thompson: Silk and Storytelling
No conversation about Thai brands would be complete without mentioning Jim Thompson. An American businessman turned silk entrepreneur, Thompson is credited with revitalising Thailand’s silk industry in the mid-20th century. He spotlighted local handcrafted silks, which caught the attention of the fashion world. The brand soon became synonymous with high-quality Thai silk products.
The Jim Thompson brand is now a global name, with silk shops in major cities around the world. It’s especially popular among tourists who are drawn to the history behind the brand, the designs, and the luxurious feel of the fabrics. Jim Thompson House, now a museum in Bangkok, is also a major tourist attraction, further enhancing the brand’s mystique.
Yet, for most Thais, Jim Thompson is more of a story than a go-to brand or a clever gift for foreign friends rather than something they’d casually sport. Sure, the silks are beautiful, and the craftsmanship is undeniable, but unless you’re planning a gala dinner or visiting from abroad, you’re more likely to find Thais nodding at the history than rushing to the tills.
So, Are Thais Really Bothered?
When it comes to these world-conquering Thai brands, the local reaction can be summed up in two words: polite indifference. Cha Tra Mue, for instance, is a household name, but it’s not exactly a cultural phenomenon for the locals. It’s just great tea. NaRaYa may dominate the souvenir market, but most Thais don’t consider it fashionable. SARRAN is recognized for its artistry, but appeals to a more niche audience, and Jim Thompson’s silk products are more of a luxury buy for special occasions than an everyday fashion choice.
While these brands have earned their place on the global stage, their reception at home is decidedly more low-key. The world may have learned to rave about them, but for most Thais, they’re just part of the local fabric (pun intended). It’s that familiar paradox: what’s exotic and exciting for one group is simply part of the everyday for another. But that’s the beauty of it—these brands have mastered the art of appealing to both worlds, whether through a cup of tea or a swathe of silk.
