Panpuri Opens First Mainland China Store in Shanghai in 16-Outlet Asian Push

Thai niche fragrance brand Panpuri opened its first Mainland China store at Shanghai’s HKRI Taikoo Hui shopping centre, anchoring a 16-store regional expansion across Asia this year.

The Bangkok-based label is entering high-end retail developments in China and Japan to build scale outside Southeast Asia. At the Shanghai boutique, Panpuri is selling its full range of perfumes, home ambience goods and body care products, supported by custom fragrance blending and bespoke gift-wrapping stations.

Expanding From Shanghai to Tokyo

Thai entrepreneur Vorravit Siripark founded the business in 2003, pairing traditional Thai herbal and oil treatments with modern skincare formulations. The Shanghai debut follows an Asian expansion plan outlined in May that aims to establish footprint in prime shopping destinations.

In China, Panpuri is focusing its initial store pipeline on Shanghai and Beijing. In Japan, the company plans to launch its first boutique in Tokyo before adding locations across other major metropolitan areas.

Southeast Asian beauty and wellness operators have increasingly looked north to East Asian department stores and malls, where consumer spending on niche perfumery and premium personal care remains resilient. Entering prime properties such as Swire Properties’ HKRI Taikoo Hui places the Thai label in direct competition with established European and domestic Chinese fragrance houses fighting for department-store foot traffic.

Targeting Top-Tier Asian Capitals

Siripark stated that shoppers in both Japan and China place heavy value on product craftsmanship, atmospheric retail design and emotional brand resonance, making them natural priorities for international growth.

Attention now turns to the delivery of the remaining pipeline locations across Beijing and Tokyo as the brand works to complete its 16-store regional target before year-end.