Bangkok Bag Launch: Chaos Erupts, Security Fails
A frenzy erupted on Friday, March 22, 2025, at Central Westgate shopping mall in Bang Yai, Thailand, when a limited-edition “A Day Bag” by the Thai brand Merge went on sale. Priced at only 2,490 baht ($75 USD), the bag sparked a chaotic stampede. Videos circulating on social media, such as one posted on the Facebook page “Pu Boripok” (Consumers), show the intense scene described as “the chaos of teens wanting Merge bags.”
The incident quickly went viral, sparking widespread outrage online. Critics condemned the department store’s inadequate security, questioning the deployment of only two security guards for such a highly anticipated, limited-edition release. Speculation also arose regarding the involvement of resellers and even paid queue-holders, further fueling the controversy. Local media outlets also reported on these allegations.
In response to the near-riot, Merge immediately suspended sales of the A Day Bag. The brand released a statement apologizing for the incident and announcing an indefinite suspension of sales, a clear attempt at damage control.
This event raises crucial questions about the ethics of creating artificial scarcity to drive demand. The incident serves as a stark case study in what not to do when launching a limited-edition product, highlighting the need for brands and retailers to adopt improved strategies for managing demand and ensuring customer safety. The reliance on solely in-person sales also came under scrutiny. The incident underscored the intense consumerism driving some individuals to extreme measures to acquire desirable items. Ultimately, the question remains: Is a handbag truly worth risking injury?
