OH!SOME makes Thailand debut with first Bangkok store

Retail brand OH!SOME has entered the Thai market with its first store at Samyan Mitrtown in Bangkok. The launch marks the brand’s continued regional expansion, adding to its footprint in Singapore, Malaysia, Indonesia and beyond.

Positioned as a one-stop lifestyle destination, OH!SOME’s Bangkok outlet features an “ice and snow world” visual concept, designed as a photo-friendly space for social media sharing. The brand said Thailand was a natural fit given its trend-savvy youth culture, strong self-expression and active social media scene.

The store offers a curated selection of beauty and skincare, fragrances, stationery, toys and collectibles, snacks, and home décor sourced from Korea, Japan, China and other markets. Products are chosen for both practicality and personality, with many already popular on TikTok, Instagram and YouTube.

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A highlight of the store is its Disney collaboration, which includes exclusive collections such as a seaside-themed Stitch range, a picnic-inspired Winnie the Pooh series, and an upcoming denim-style Mickey Mouse line. These designs extend across everyday items including travel sets, kitchenware, accessories and beauty tools.

To mark the opening, OH!SOME is running the “Ladder of luck challenge” from 1 to 15 August, where in-store shoppers can roll jumbo dice for a chance to win voucher prizes. Influencers are expected to make surprise appearances during the launch period.

The launch comes as OH!SOME celebrates its first anniversary, with more Bangkok outlets set to open later this year featuring larger spaces and exclusive products.

"More interactive experiences, such as DIY workshops, fan meet events, and IP-themed activities, which have been popular with our customers in other markets, will soon bring even greater surprises to Thailand," said Meta Wajanasikorn, retail store manager at OH!SOME Thailand.

Disney’s influence in the region continues to grow, fuelled by a steady stream of collaborations, themed activations, and immersive experiences that tap into Southeast Asia’s deep pop culture fandom. From mall takeovers to limited-edition merchandise drops, the House of Mouse has been tailoring its global franchises to resonate with local audiences, driving both brand affinity and retail traffic. In May, it rolled out a regional activation blitz for the live-action Lilo & Stitch, with roving trucks, train wraps and immersive experiences across key cities.

“Stitch’s signature mischief and charm have captured hearts since his animated debut, and it’s been a joy to see that spirit come alive once again across Southeast Asia,” said Allie Benedicto, head of integrated marketing, The Walt Disney Company Southeast Asia.

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