Pañpuri: Bangkok Brand Aims for Global Market Domination by 2026
Thai fragrance and wellness brand Pañpuri is embarking on an ambitious international expansion plan, fueled by a strategic partnership with Japanese cosmetics giant Kosé Corporation. Following Kosé’s acquisition of a stake in Pañpuri in late 2024, this collaboration aims to propel the Thai brand to regional and global prominence within five years, targeting remarkable 20–30% annual sales growth.
According to Pañpuri’s founder and CEO, Vorravit Siripark, Japan—considered the brand’s “second home”—is a key initial focus. Leveraging Kosé’s extensive network and established relationships with premium department stores and developers across Japan, Pañpuri plans to launch a flagship store within one to two years. This strategic alliance provides immediate access to prime retail locations, bypassing lengthy negotiation processes. The company envisions a robust Japanese presence within three to five years.
Expansion extends beyond Japan. Pañpuri has earmarked Hong Kong and Singapore for imminent expansion, while the lucrative but intensely competitive Chinese market remains a key long-term objective, with a concrete market entry strategy anticipated by 2026.
Beyond geographical expansion, the Kosé partnership will significantly bolster Pañpuri’s research and development capabilities. While manufacturing will remain in Thailand, the collaboration will leverage Kosé’s expertise in skincare and cosmetics to accelerate Pañpuri’s innovation pipeline and potentially diversify its product portfolio. This could expand the brand beyond its signature fragrances into skincare and broader wellness offerings. Importantly, both companies are committed to preserving their distinct brand identities and have no plans for cross-distribution through their existing channels.
This strategic partnership arrives at a pivotal moment for the fragrance and wellness industries. Projected significant global and Thai growth in these sectors for 2025 is driven by evolving consumer perceptions. Fragrances are increasingly viewed as integral to well-being, offering emotional comfort and relaxation. Younger generations, particularly Millennials and Gen Z, embrace fragrance as a potent form of self-expression, extending its role beyond its traditional purpose. This trend fuels faster growth in the perfume market compared to the overall beauty industry, intensifying competition in scent creation, fragrance innovation, brand storytelling, and packaging design.
Pañpuri’s focus isn’t solely international. Domestically, the company aims to strengthen its fragrance innovation leadership and elevate the in-store experience. Innovations such as Perfume Oil—an alcohol-free, long-lasting fragrance inspired by ancient application methods—and the recently launched Solid Perfume Balm exemplify Pañpuri’s commitment to redefining the fragrance experience. Further innovative fragrance products are in development, slated for release in 2026. To counter the rise of e-commerce, Pañpuri is transforming its physical stores into immersive destinations, offering unique experiences unavailable online. From fragrance testing and flower arranging workshops to the art of Thai Bai Sri gift wrapping, each store promises a captivating experience akin to visiting an exhibition. The company is committed to store modernization, with plans to renovate existing locations every three to five years, ensuring a consistently fresh and engaging shopping experience. Five new or renovated stores, primarily in newly opened shopping malls and tourist hotspots such as Phuket and Chiang Mai, are planned for 2025.
Pañpuri’s vision extends beyond retail expansion. The company aims to solidify Thailand’s position as a leading wellness destination, with its fragrances playing a central role. Having surpassed pre-pandemic sales figures, achieving 1.1 billion baht ($30 million) in 2024 compared to 400 million baht ($12 million) in 2019, Pañpuri is poised for continued growth. With its ambitious expansion plans, strategic partnership with Kosé, and commitment to innovation, Pañpuri is well-positioned to capture a significant share of the global fragrance and wellness market.
