Sunnies Waves the Philippine Flag with Its Expansion to Thailand

Thailand's vibrant atmosphere made it an ideal next stop for Sunnies. "We are obsessed with Thailand," co-founder and creative director Martine Ho tells Preview. "It's such a magnetic, exciting, and energizing place. And we thought Sunnies would be really welcomed here. And our gut was right because people here are really loving Sunnies."

Last January 29, an evening prior to the big opening, the brand gathered some of Bangkok's most fashionable for some good food and even better company. A few blocks away from Yaowarat Road a.k.a. Chinatown, guests were welcomed to Charmkrung, a restaurant specializing in contemporary Thai cuisine. Among the attendees were Siamese beauties Paula Taylor, Ploy Cherman, and Dao Pimthong.

On the afternoon of the next day, January 30, crowds flocked to Dusit Central Park for the grand opening of Sunnies World. Gracing the event as friends of Sunnies were Thai actresses Ploy Horwang and Pat Chayanit, as well as musician Jaokhun.

The outpost has actually been operational since last October, with the mall itself having opened just in August 2025. Recalling the day they first opened to the Thai market, chief executive officer Eric Dee Jr. shares, "To see it in a different country, to see it being accepted and liked is something that we are very, very proud of."

"It was so nice to actually see people picking up the products, trying on the sunglasses, swatching the lipstick, and building their flasks. There was so much energy. We were in front of the store, and I was crying," he narrates. Four or so months later, he and the rest of the team can finally commemorate a milestone that's been "12 years in the making."

Eric details that the idea to open in Thailand arrived when their partners were intrigued by a small Sunnies kiosk all the way in Vietnam. "They thought it was a Vietnamese brand," Eric shares, "so when they came to the Philippines, they were surprised to see how big we were."

Thailand's own Sunnies World is unique in many ways. For one, it's the first to have a skyline view overlooking Lumphini Park and the outstretch of Ratchadamri Road. All of the brand's major players, from its eyewear selection to its flask station, are present for customers to experience for themselves. While Thailand and the Philippines possess many similarities, approaching a new market entailed understanding their new clientele and what makes them tick.

"You really need to understand the nuances of culture," Martine emphasizes.

"[There was a lot of] comparing and contrasting with Filipino traits, but we still [stayed] true to the Sunnies identity and voice. So, it's really embodying the culture, getting to know the people here, and really appreciating the beauty of Thailand and letting Sunnies speak for itself," she adds.

Eric echoes the sentiment, highlighting how their business model allows them to be flexible depending on where they open. "[There's a] lot of different formats we're trying out. And so far, a lot of those formats have worked pretty well," he says. The flasks are a big hit among locals, and the same success is projected for other Thai-exclusive offerings across their different brands. (Take it from this writer, the Thai tea from Sunnies Coffee is delectable.)

Being a Filipino brand represented in the global scene is something Sunnies takes an immense amount of pride in. Co-founder Bea Soriano Dee highlights that their Filipino identity "is the foundation of who we are."

"Everything that we do has always been rooted in our creative culture. Like I always say, we have some of the best creatives in the world," she expresses. "And to showcase that to such a bigger market like Thailand's is something that we're just so proud of. It's something that we carry with us. It's a dream to keep expanding to other markets as well."

Martine turns emotional, reflecting on the expansion, calling it "one of the most fulfilling things in our lives."

"When we started Sunnies, it was so important for us because representation is important," she shares, detailing how she grew up facing a lack of Southeast Asian faces in media and creative fields. "It's what motivates us every day to wake up. It's what motivates our team. It's what motivates us to keep on growing and keep expanding because the Philippines is so creative and has so much to offer. The world has just begun to see what we can do."

With Sunnies being embraced in the capital, they look towards opening in stores outside of Bangkok. "The warmth of the welcome was so good that we know there's so much room to grow here," Eric states.

Beyond Thailand, the team is already in talks to grow even further. Estbalishing Sunnies across other parts of Southeast Asia is definitely something they'd want to focus on in the coming years. "When we make products, it's really for the Southeast Asian faces," Bea says. "We are in the perfect region where it's the most exciting for retail brands. We have such a young, thriving culture and we are also just so lucky to be here. So I think Southeast Asia will really be the focus."

Overall, seeing Sunnies become a present force among Thais is the greatest success indicator for the label's founders. "Just seeing people wearing our eyewear or carrying our flasks, [and] hearing local makeup artists say that they love Sunnies Face... it makes my heart feel so full," Martine gushes.

"That's why we created these products," she adds, "to bring beauty into everyday lives. And when I see people with our products, it just gets me so excited."