On the 9th, Hansome said it staged a System and System Homme show at the MCHOICE & MINT AWARD 2025 in Bangkok on the 7th — the first time the brand has presented a runway outside Korea and Europe.
The MCHOICE & MINT Awards, co-hosted by Thailand’s leading entertainment firm MChoice and Mint Magazine — one of the most influential titles among Thai Gen Z (born 1997–2010) — is the country’s biggest cultural and fashion awards event. Some 2,000 global fashion, retail, and entertainment professionals attended.
On the runway, Hansome showcased about 100 standout pieces from its System and System Homme 2025 F/W and 2026 S/S collections, previously revealed at Paris Fashion Week in January and June.
Although Bangkok stays warm year-round, its many air-conditioned malls and indoor venues create real demand for fall and winter pieces. Bearing that in mind, Hansome balanced S/S staples like short-sleeve tees with lightweight spring and fall outerwear designed for cooler indoor settings — putting those transitional pieces front and center.
Hansome plans to use this show in Thailand as a foothold for broader expansion across Southeast Asia.
First, the company will gauge feedback from Thai fashion and retail insiders who attended, pursue wholesale agreements, and expand customer touchpoints through pop-up stores and official store openings in Thailand. It also plans to invite these contacts to major domestic fashion and retail events, as well as to its Paris shows and presentations, to keep strengthening those relationships.
A Hansome representative said, “We plan to use Thailand as a strategic base to understand local trends and build networks. We will prepare to step up our Southeast Asia push, including developing products tailored to the local market.”
Reporter Choi Su-jin jinny0618@hankyung.com
