Why Hansem's First Southeast Asia Fashion Show is a Game Changer for Luxury Brands in Thailand

[Seoul=Newsis] By Lee Hyun-joo — Handsome, the fashion label under Hyundai Department Store Group, announced on the 9th that it staged a System and System Homme fashion show at the MCHOICE & MINT AWARD 2025 in Bangkok, Thailand.

This was Handsome’s first runway outside of South Korea and Europe — a debut in Southeast Asia.

The MCHOICE & MINT AWARD is Thailand’s biggest culture-and-fashion event, co-hosted by entertainment firm MChoice and Mint magazine, a major title among Thai Gen Z (born 1997–2010).

Some 2,000 fashion, retail and entertainment professionals from around the world attended the event on the 7th.

On the runway, Handsome showcased roughly 100 standout pieces from System and System Homme’s 2025 fall/winter and 2026 spring/summer collections, which debuted at Paris Fashion Week in January and June.

Even though Bangkok stays warm year-round, its heavily air-conditioned malls create real demand for autumn and winter pieces. With that in mind, Handsome mixed lightweight spring/summer staples like short-sleeve tees with easy layering pieces and transitional spring/fall outerwear.

Handsome intends to use Thailand as a strategic foothold for broader expansion into the Southeast Asian market.

After assessing responses from local fashion and retail players who attended the show, the company plans to pursue wholesale deals while expanding customer touchpoints through pop-up shops and permanent store openings in Thailand.

It also plans to deepen relationships by inviting those partners to major domestic fashion and retail events and to its presentations and shows in Paris.

The company’s focus on Thailand and Southeast Asia reflects strong growth potential in the region.

Southeast Asia has quickly emerged as a key market attracting attention from both domestic and global luxury brands.

Regionwide, including Thailand, the population totals about 700 million people — roughly one-twelfth of the world — and there are an estimated 1 million high-net-worth individuals with assets exceeding $1 million.