“Bangkok is fast cementing its position as Southeast Asia’s lifestyle capital, powered by Gen Z’s demand for connection and a generational wealth transfer,” says Sona Aggarwal, managing director of retail sales and strategy for Asia-Pacific at Cushman & Wakefield. “A new wave of affluent consumers — increasingly women — are driving demand for longevity, wellness, leisure, high‑quality dining, and luxury retail. Bangkok is benefiting from both trends. Food exploration, entertainment, and cultural immersion are fueling inbound tourism and year‑on‑year spend, creating a dynamic retail ecosystem across food and beverage, fashion, hospitality, and wellness. What Seoul and Tokyo are to North Asia, Bangkok is becoming to the Southeast.”
Thai celebrities increasingly wield global influence, led by Lisa, the Thai international superstar who fronts the Amazing Thailand tourism campaign. Her presence is impossible to miss, appearing on giant billboards from the airport to the city and throughout Bangkok’s Skytrain. Other prominent figures include Nattawin Wattanagitiphat (better known as Apo), Jeff Satur, and Kimberley Anne Woltemas.
They are traffic drivers, quite literally. An event in the Valentino boutique at EmQuartier for the house’s Rockstud line on June 12 featuring Thai singer and actor Satur drew scores of fans.
According to Launchmetrics, Thailand was the country to generate the second biggest media impact value during Fall/Winter 2026 Paris Fashion Week (from February 28 to March 17, 2026) at $159.3 million. Thai celebrities Orm Kornnaphat, Lingling Kwong, Nunew Chawarin, Pruk Panichled led the charge through their appearances at shows and events across the calendar.
Wellness offers substantial growth opportunities for retail in Thailand. Athleisure has become an everyday wardrobe staple. Alo, On, Lululemon, Veja, Hoka, and Onitsuka Tiger all have stores in Bangkok. “With more emphasis on personal health and appearance, more frequent physical exercise has led to a significant rise in the scale of the sportswear market, driven by gyms, sports such as padel, and improved sports public infrastructure; all typically highlighted via social media to a shared community,” according to Cushman & Wakefield’s Bangkok Global Cities Retail Guide 2026 report.
Season three of hit TV show The White Lotus, set in a luxury wellness-focused resort in Thailand, reportedly created a surge in travel bookings to the country. In any case, it has drawn attention to wellness in Thailand, while athleisure and beachwear pieces also got a nice play in the show.
“Wellness is becoming more and more important in the luxury segment and Thailand is one of the global market leaders for wellness,” says Condon. “We basically invented the game. So wellness and well-being is really getting linked in with luxury retail and luxury accommodation and luxury living here with branded residences.” For example, Bangkok Dusit Medical Services (BDMS) has launched WellEra Bangkok, a large-scale project in the capital that is slated for completion in 2030 and will combine a wellness clinic, Cappella hotel-branded residences, and retail space.
Meet the shoppers
Naphaporn “Lek” Bodiratnangkura
