Siam Piwat partners with Pavilion Group to open "Discover Siam", taking CURATED CREATIVE THAI BRANDS for the first time to Malaysia


- Siam Piwat has always been supportive of the Thai SMEs domestically and this time is poised in propelling them onto the global retail stage, expanding to new and unchartered markets.

- Siam Piwat has combined effort and cooperation with Pavilion Group, the largest developer, investor, and operator of shopping centers in Malaysia, bringing unprecedented experiences to Malaysian customers to fulfil both corporate giants being the ‘The Visionary Icon’ in its own respective country.

- 3-in-1 open-concept store , namely Ecotopia, Absolute Siam and ICONCRAFT is located on the Level 2 of Pavilion Bukit Jalil, Malaysia. These brands aim to carry forward Siam Piwat’s innovative retail prototypes with new and exciting specialty offerings.

Siam Piwat Co., Ltd., the owner and operator of prestigious world-renowned retail developments, such as Siam Paragon, Siam Center, Siam Discovery, and a joint venture partner of ICONSIAM and Siam Premium Outlets is reinforcing its position as ‘The Visionary Icon’ by leading Thai SMEs to expand their business to Malaysia with the inaugural launch of the concept brands, namely Ecotopia, Absolute Siam and ICONCRAFT grouped under “Discover Siam”. These brands showcase the height of contemporary and traditional Thainess intertwined together and produce one-of-a kind offerings at Pavilion Bukit Jalil, a new forefront project in Malaysia under cooperation with Pavilion Group, the largest shopping center developer in Malaysia. The launch of "Discovery Siam" event in Kuala Lumpur was honored by Mrs. Piyapin Niyomreks, Deputy Head of Mission, Royal Thai Embassy (representing His Excellency Chainarong Keratiyutwong, Ambassador of Thailand to Malaysia) who presided over the event.

Mrs. Usara Yongpiyakul, Chief Executive Officer Retail Business Group, Siam Piwat Co., Ltd., said, “Siam Piwat's key policy is to build awareness of Thai brands on the world stage while promoting and supporting Thai SMEs to step up onto the global market. Over the last two years, businesses around the world in various industries may have stumbled or may have been disrupted by the Covid-19 pandemic, but Thai brands are still gaining attention from different countries and we have continuously been inquired about selling abroad. Therefore, the opening of Ecotopia, Absolute Siam and ICONCRAFT at Pavilion Bukit Jalil, the largest fully integrated regional lifestyle mall in the Southern Corridor of Kuala Lumpur, Malaysia, is considered a significant milestone for both giant corporates. Partnering with Pavilion Group, owner and executive of high-end shopping centers in Malaysia, bringing the identity of everything about Thai by using innovative, contemporary but yet retaining the originality of crafts to be shared with a wider group of customers. I know this will only lead us, the retailers to offer cutting-edge plus multi-cultural shopping experience. This is in line with Siam Piwat's vision of making a difference through creating a sense of wonder, extraordinary and unprecedented experiences.”

The Pavilion Group, owner and executive of high-end department stores and major real estate in Malaysia, owner of Pavilion Bukit Jalil, the largest fully integrated regional lifestyle mall in the Southern Corridor of Kuala Lumpur, Malaysia spanning over 1.8 million square feet, is one of Siam Piwat’s Global Privilege Partners. The first collaboration that occurs is the opening of the Ecotopia, Absolute Siam and ICONCRAFT, all showcasing products from Thai craftsmen in various product categories. The stores are designed with different art features and installations located at entrance and different areas, generating unique and fascinating ambience to bring awe and wonders to Malaysian shoppers.

For Ecotopia, an eco-conscious community of environmentally friendly products, has commissioned one of its long-supporting artists to create an art installation called ‘Siam Yak’ which was constructed using discarded and recycled plastic parts and other materials, reflecting the core value of Ecotopia, by means of combining recycled materials in creating an art piece that can be enjoyed and shared by everyone. The brands that will be sold in the store include MAG FISH, SEASUN Society, CHEWW.CO and SUPERBEE.

For ICONCRAFT, a hub of inspiration to showcase the height of Thai craftsmanship with a collection of the best crafts by Thai craftsmen across the country, is the space which was designed and decorated by Khun Suwan Kongkhunthian, the owner of the Thai furniture brand YOTHAKA, who seamlessly combines handicrafts with design. The piece enhances the distinctiveness of the brands that will be sold in the store, including 5VIE SIS, Graph, Bangkok Baskets, COSMOS AND HARMONY and KITTHA KHON.

For Absolute Siam, a trendsetting store offerings one-of-kind contemporary and bold fashion products, has brought in the well-known and can’t be missed ‘Tuk-tuk’ from Thailand to serve as the landmark of the area with some of the innovative Thai fashion brands, such as Mahanakhon, TA.THA.TA, CORALIST, and ANONA that can be found here.

Mrs. Usara added that “This is just the first step of a plan to promote and support the talent of Thai entrepreneurs and designers to increase the opportunity for growth from the expansion of distribution channels and penetrate the target group in the wider international market. By the end of this year, we expect to explore different distribution channels for Thai brands through Siam Piwat's global business partners to at least 12 countries, all of which are in the discussion process. We believe that this will be another important stage that will build and support local heroes becoming real global heroes, and for Siam Piwat to be successfully expanding into international markets.”