The Korean wave of popularity is not only about entertainment, food, or beauty but alsoK-street fashionwhich is also hot among Thailand's Gen Z youth. Recently, the brand COVERNAT entered the Thai market by opening its first flagship store at Siam Square One.
"I must say Thai youths already follow Korean trends closely. COVERNAT is a brand that Thai people are familiar with and often buy when visiting Korea. We saw the potential because the products are high quality, well-known, and affordable. So, we decided to bring this brand in," said Paphit Wongpaithurayapiya, CEO of Rich Sport Public Company Limited, the importer of COVERNAT.
COVERNAT is a street fashion clothing brand from South Korea popular among Korean celebrities and Chinese actors, quickly sparking widespread appeal. Its highlights are
This makes it very accessible to customers, especially late high school students, university students, and young professionals.
Regarding competition in Thailand’s fashion market, Paphit admits the scene is highly competitive with many new brands entering. However, opportunities remain because people still want to dress well and buy clothes. Therefore, brands that meet customer needs can still expand their market.
As for Korean fashion brands competing in Thailand, new brands keep entering the market, each with unique selling points to stay relevant. These brands need to be strong and distinctive.
"Another important factor is our capability to serve customers. We see many new Korean brands entering Thailand, but not all survive. COVERNAT reaches Thai youths from late high school to university and early working age. The products are diverse and affordably priced, so they appeal to various customer groups."
Several Korean fashion brands in Thailand include EMIS, Archivoepke, Carlyn, Mardi Mercredi, Stand Oil, Charm’s, OSOI, Samo Ondoh, and Taw & Toe, offering clothing, bags, and shoes that appeal to Gen Z and other fashion-loving generations.
In the first year, Paphit plans to expand COVERNAT to 1–2 branches, expecting to reach 5 branches within three years. The focus is on opening stand-alone stores to provide customers with a full brand experience, including touching and trying on products.
COVERNAT aims to expand globally, with 83 stores in South Korea, followed by branches in China, Macau, and Thailand—the first in Southeast Asia.