Thailand Invites Malaysian Lifestyle Firms To Expand Via Style Bangkok Fair

From Nurul Jannah Kamaruddin BANGKOK, Oct 18 (Bernama) -- Thailand hopes its potential to become a lifestyle hub will attract more Malaysian companies to participate in its STYLE Bangkok Fair. STYLE Bangkok Fair, held from Oct 17-21 at the Bangkok International Trade and Exhibition Centre. is a lifestyle trade fair featuring fashion, furniture, gifts, home decor and housewares, organised by the Department of International Trade Promotion (DITP) in the Ministry of Commerce, Thailand. DITP assistant director-general, M.L.Kathathong Thongyai said further internalisation of the showcase would be an incentive for Malaysian companies, especially furniture players, to partake in the trade fair. “That is one of the main strategies of STYLE Bangkok to attract players in regional markets. There’s only one Malaysian company participating in the October 2019 edition, maybe because the country is strong in the furniture industry. “Hence, it needs some convincing to get them to come to Thailand and see that we have potential in terms of being the hub for lifestyle (products),” he told a press conference after the opening ceremony of the fifth edition of STYLE Bangkok Fair Friday. Kathathong said Thailand exported US$144 million (US$1=RM4.18) worth of lifestyle products to Malaysia for the January-August 2019 period. STYLE Bangkok is expected to record orders worth more than 2.0 billion baht (1 baht = RM0.14). In total, there are 859 local exhibitors taking up 1,653 booths and 127 overseas exhibitors occupying 188 booths. They are from countries such as Taiwan, Vietnam, Hong Kong, China, Ghana, Japan, India, Malaysia, South Korea, Cambodia, Laos, Myanmar and Vietnam. Kathathong said in the near future, the number of international exhibitors participating in STYLE Bangkok was expected to increase to 20-25 per cent from about 10 per cent currently. “STYLE Bangkok is one of the opportunities for neighbouring countries to come and exhibit here and sell their products to the international markets because we invite buyers from all around the world, so they have a chance to expand their business,” he added. STYLE Bangkok consists of 20 themed exhibitions and activities, such as The New Faces that houses 100 fresh local entrepreneurs, 60+ and Spiritual Power that showcases products developed by senior citizens and goods designed to satisfy the spiritual needs, respectively. The One Tambon One Product cluster showcases high export potential products that reflect distinctive local wisdom and craftsmanship from four regions in Thailand - Northern, North-Eastern, Central and Southern. Kathathong said Thailand is in the transition from production-focused industry to the creative-based economy. “Under Thailand’s 20-year National Strategy, we encourage Thai businesses to invest internationally,” he added. Besides looking for new export markets, Thailand also wants to strengthen its footprint in existing markets with strong purchasing power such as the US, China, the Middle East and Malaysia, among others. In 2018, Thailand’s lifestyle products accounted for US$12.33 billion or 4.87 per cent of the country’s total export. Earlier, Vice Minister for Commerce Dr Sansern Samalapa said the Thai lifestyle industry continued to record significant revenue growth despite the current global economic challenges. “One of the key reasons behind this impressive growth is the ‘Crenovative Origin’ of the Thai lifestyle products, reflecting a successful integration of creativity, innovation and originality of the Thai identity, which can be found at STYLE Bangkok Fair today, Sansern said in his speech during the opening ceremony. He said the Minister of Commerce and also Deputy Prime Minister, Jurin Laksanawisit, had instructed the ministry to adopt trade policies to address the volatile world economy and put priorities on agriculture, industrial and lifestyle products, that have high export potential. “In this regard, the Commerce Ministry recognises the important role played by STYLE Bangkok Fair in connecting regional manufacturers and potential overseas buyers, while underscoring Thailand’s ideal position as a springboard into the ASEAN region,” Sansern added. Among the exhibitors at the fair, Malaysian-based Archi-Foam Sdn Bhd promotes its products -- card holders, wallets and handbags -- made from natural marble, metal, bronze and cement in partnership with its Taiwanese partner. "This is our first time participating in Style Bangkok. We have previously participated in various expos in Japan and China to promote these products," Michael Choon, a partner at Archi-Foam, told Bernama. "We do original equipment manufacturing (OEM) and sell the raw materials. "So, we aim to secure agents and those looking for raw materials, here," he added. The home, design and construction company is the only Malaysian company participating in Style Bangkok October 2019. Meanwhile, Thailand's Jeejirarat, a producer of water hyacinth bags, is open to collaborating with a Malaysian partner. Its founder, Somchai said most of its products including shoulder bags, bottle bags and laundry bags were exported to Japan. 5ivesis Co., Ltd, which produces precious metal wares under the brand name 5IVE SIS, has been participating in the expo for 10 years as a platform to secure more international buyers. The company produces various pewter and metal design products such as wine glasses and candle stands, among others. "Right now, we have retail customers from Malaysia. They visit Thailand as tourists and buy our products. We wish to become a global brand in five years. In Thailand, we are the top brand in the lifestyle segment," its marketing director Natcha Anansaringkarn said. At present, 5ivesis’ products are exported to China, Taiwan, Hong Kong and Europe. "Besides retail, we also do original design manufacturing and customised products," she added. Producer of luxury spa and natural skincare products, Suvarn have received a lot of enquiries on its products. Besides retail, the company also carries out OEM business, supplying products to spas, hotels, salons, and resorts. Its organic and pure products are also exported to Japan, Europe, Taiwan and Hong Kong, chief executive officer Thanapon said, adding the products also received overwhelming demand from retail customers from Malaysia. Japanese company, Hatachi Industry Co., Ltd is seeking business opportunities in Thailand. It specialises in producing health and wellness products such as shoulder massager. "Thai people are more concerned about their health and there is growing office syndrome in the country. So we believe our products can match their needs. "So, we are here to seek partners to retail our products in Thailand," its general manager, Masayuki Kazono, said. At present, the company already has footprint in Malaysia. The fourth edition of STYLE Bangkok, held in April this year, drew 45,000 visitors from 72 countries and recorded trade worth 2.23 billion baht. A total of 900 companies took part in the April trade fair, occupying 1,700 booths. Out of the total, 80 per cent were local companies, while the remaining 20 per cent were international exhibitors from South Korea, Taiwan, Japan, China, Cambodia, Laos, Myanmar and Vietnam. -- BERNAMA