As Southeast Asia emerges as a bright horizon for luxury, what are the keys to successfully entering this market for Western brands? Japan; and Thailand-based luxury brand distributor PP Group’s cofounders Suvadee Phungbunphra and Orand Puipunthavong discussed with WWD and Fairchild Media Group’s chief content officer Jim Fallon how to leverage local influencers, ambassadors and cultural bridges.
Take the Serpenti collection. A “universal symbol of wisdom, transformation, eternal rebirth,” the titular snake also represents protection in Thailand. Not only did Thailand’s luxury goods revenue weigh $4.6 billion in 2023, according to insights firm Statista, but its compound annual growth is outpacing Singapore’s.The appearance of Nattawin “Apo” Wattanagitiphat at the spring 2025 Dior show had an earned media value of $14.2 million, placing him as the third-most influential figure of Paris Fashion Week, right after Kylie Jenner and Jisoo, according to Lefty.io.
In addition to Manobal, the Roman jeweler also counts Davika Hoorne and Phakphum “Mile” Romsaithong among its friends of the house. “They are all going way beyond the regional importance to be global influences for everyone, across generations as well,” added the executive.For Piaget, inviting Apo Nattawin to become a friend of the brand as a continuation of its arrival at Siam Paragon
For Europe’s houses, one challenge is keeping heritage current and attractive to new generations of consumers. To avoid losing one’s identity, a brand need only ask itself if the decision was being true to its DNA, founder’s intention and whether the move was a step too far. “If you can answer these questions, I don’t think you can be wrong,” said Pellacci.For PP Group’s Puipunthavong, “it’s about the story behind the product,” whether it’s age-old crafts or a well-thought-out product.