Iconic Thai silk brand, Jim Thompson is reinventing itself with the creation of immersive cultural experiences and establishment of bold international collaborations, which will enable it to boost Thailand’s soft power and reinforce the nation’s identity on the world stage.
Speaking at the PATA Knowledge Forum in Bangkok on August 26, Frank Cancelloni, Jim Thompson’s group CEO, shared how the silk house has transformed from a souvenir and gift brand into a lifestyle brand.
Today, Jim Thompson offers immersive experiences at its Heritage Quarter in Bangkok, which features a museum, an arts centre with ongoing exhibitions and events, a retail store, and multiple dining outlets. Its flagship store over at One Bangkok, also offers a unique combination of retail, dining, and culture.
Cancelloni shared that the brand has set its sights on becoming the first global lifestyle brand from Asia, while still maintaining its touch of “Thainess”.
Jim Thompson earned global eyeballs when its fashion and home collections were featured in the third season of The White Lotus, which was primarily filmed in Thailand. Lead characters donned the brand’s striking apparel, while its home furnishings enhanced the show’s setting. The product placement amplified Jim Thompson’s global visibility and reinforced Thailand’s image as a hub of creativity.
According to Cancelloni, the publicity campaign resulting from the brand’s appearance in The White Lotus generated extensive media coverage and an estimated publicity value of US$35 million.
Looking beyond 2025, Cancelloni is charting an ambitious roadmap for the brand to go global, which includes a Jim Thompson TV mini-series, hotels, and residences.
