Don Quijote Thailand launches as Don Don Donki

1 min readUpdated Mar 8, 2019Mar 12, 201912:22 AM

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Japanese discount chain Don Quijote has launched its first store in Thailand.

Trading as Don Don Donki, the Don Quijote Thailand foray marks a continuation of an aggressive and rapid rollout of stores across Asia, including in Hong Kong, Taiwan, Philippines and Malaysia. The company plans to expand its overseas store network from the current 41 to 200.

Located at Mall Thonglor, an upscale residential area of Bangkok which is home to many Japanese expats, the store anticipates US$18 million in annual sales.

The 28,000sqm shopping centre is operated by a joint venture among Pan Pacific, Thai paint maker TOA group and a local subsidiary of a Japanese parking lot developer.

“Thailand is the most marketable country in Southeast Asia,” said Takao Yasuda, founding chairman and supreme advisor at Pan Pacific.

“We will continue to explore opening multiple stores here.”

Don Quijote Thailand is operating under the alternative name – as it does in Singapore – because the Don Quijote brand is used by another business.

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What this means

Don Don Donki's calculated move into Bangkok's expat-rich Thonglor area uses a proven model already successful in Singapore and other Asian markets. This aggressive expansion, targeting US$18 million in sales from a single store, pressures existing general merchandise and specialty retailers, similar to how OCE and Oh!Some recently entered the Thai market. The joint venture with local partners mitigates initial risks, but the reliance on the alternative 'Don Don Donki' brand, necessitated by prior local trademark use, could fragment brand recognition long-term. This strategy, however, aligns with their stated goal of 200 overseas stores, indicating a belief in Thailand's high marketability. We await the announcement of their next store opening date.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

Why is the store trading as Don Don Donki in Thailand?

The store is operating under the Don Don Donki name because the Don Quijote brand is already in use by another business in Thailand. This is consistent with its operations in Singapore, where it also uses the alternative name.

What are the company's expansion plans for its overseas network?

Pan Pacific plans to significantly expand its overseas store network. The company aims to increase its current 41 stores to a total of 200, continuing its aggressive rollout across various Asian markets.

Where is the new Don Don Donki store located in Bangkok?

The new Don Don Donki store is situated at Mall Thonglor in Bangkok. This area is described as an upscale residential neighbourhood, notable for its large Japanese expat community.

Who operates the shopping centre where the new store is located?

The 28,000sqm shopping centre is operated by a joint venture. This includes Pan Pacific, the Thai paint maker TOA group, and a local subsidiary of a Japanese parking lot developer.

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