The top 5 popular lifestyle product categories for export in 2019 include gift items, souvenirs, and memorabilia; furniture and home decor; toys; leather goods and textiles; and jewelry and accessories. In 2018, the value of fashion and lifestyle product exports was approximately $12.13 billion (around 385.49 billion baht). This year, it is expected that lifestyle products will continue to grow in all markets, driven by the potential of products recognized in the global market and trends in the economy and creative industries being promoted in various regions.

To further enhance industry growth, the Department has organized the STYLE Bangkok 2019 trade show, held this year under the concept of CrenovativeOrigin, reflecting the idea of blending creativity, innovation, and Thai identity together, while addressing the "Local to Global" policy aimed at promoting entrepreneurs, especially grassroots groups, to the international stage.

Ms. Banjongjit Angsusing, Director-General of the Department of International Trade Promotion, stated that the increased growth is a result of entrepreneurs' ability to develop their businesses, keeping up with various trends, maintaining quality craftsmanship, and integrating fashion, arts, culture, and local wisdom, along with the emergence of startups and the adoption of new innovations, resulting in distinctive Thai products in terms of design and functionality.

Mr. Nantapong Jiralertphong, Director of the New Era Trade Entrepreneur Development Institute (NEA), mentioned that Thailand's important lifestyle export market continues to grow due to the unique design of Thai products and the continuous development of new products. The top 5 popular lifestyle export categories of interest in 2019 include:

1. Gift items, souvenirs, and memorabilia, particularly in the Chinese tourist market, which shows great interest in Thai products. Consumer behavior is similar, especially for souvenirs in the food category, due to the unique flavors, creativity, design, and product development. Major export markets include China, the United States, Japan, India, and online trading channels that allow for easy, convenient, and fast purchases.

2. Furniture and home decor, which largely benefit from the growth of the real estate business, such as homes, condominiums, hotels, and vacation rentals, both in Thailand and abroad, which often require decoration to attract residents and customers. Popular products include uniquely Thai decorative items, carved wooden products, and items such as paintings and sculptures, with significant export markets being CLMV and Europe.

3. Toys, particularly educational toys, which are in continuous demand in the market and require high safety standards. The development of product design that is both creative and modern, along with better quality than competing countries, is crucial for growth. Major export markets for Thai toys include the United States, Japan, and Germany, with an expected value of $234.53 million, growing by 5% from the previous year.

4. Leather goods and textiles, where Thailand's key strengths in exporting these products include skilled labor and increasingly standardized and global designs. Products are recognized for their quality and meticulous craftsmanship, with creative development tailored to market needs. Major export markets include China, Vietnam, Indonesia, and India.

5. Jewelry and accessories, which remain a highly popular export product. Thailand's strengths in exporting jewelry include a deep understanding of market trends and the skills of Thai artisans in designing and crafting jewelry, along with local gemstones that create unique selling points and memorable identities. Major export markets include China and the United Kingdom, which have shown continuous growth.

Additionally, at STYLE Bangkok 2019, NEA organized seminars to discuss strategies and trends in lifestyle trade and investment through various topics, such as "Breaking into China: Making a Big Impact Like Major Brands in the 4.0 Era with Lifestyle Products," "Happiness and Balance in Lifestyle Business," and "Managing Creative Businesses for Sustainability," among others. There was also an Export Clinic service to explore international market opportunities with trade experts, held recently at Amber 1-2 and Silk4 at the BITEC Bangna Exhibition and Convention Center.