Chinese lifestyle brand Tagi. has chosen Bangkok for its first Thai flagship, bringing its playful world of original characters, thoughtful design and everyday creativity to the heart of the city.
A design-led label known for its whimsical characters and colourful home and lifestyle products, Tagi. officially opens at Sabaai House at CentralWorld – marking a significant step in the brand’s Southeast Asian expansion.
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A Home Away From Home
Rather than creating a conventional retail space, Tagi. has designed its Bangkok flagship to feel like exactly what its name suggests: a home.
Inspired by the idea of ‘weaving a home in Bangkok,’ Tagi. Sabaai House combines Thai craftsmanship with the brand’s playful design language. Bamboo weaving, natural textures, tropical greenery and warm interiors create a space that encourages visitors to slow down, browse and linger – blurring the line between lifestyle destination and concept store.
The choice of Thailand feels intentional. According to the brand, the country’s relaxed pace of life, vibrant street culture and welcoming spirit closely align with Tagi.’s philosophy of finding inspiration in everyday moments.
Meet Elly, Bangkok’s Newest Resident
Joining visitors at CentralWorld is Elly, a curious pink elephant and aspiring artist who has become one of the brand’s most recognisable original characters.
In Thailand, Elly has been given a local storyline: falling in love with Bangkok’s colourful streets and easy-going energy before deciding to make the city her new home.
The character takes centre stage throughout Tagi. Sabaai House, giving the flagship its own distinct personality while creating plenty of Instagram-worthy moments along the way.
In celebration of the new opening, the brand has also introduced a custom Elly-themed tuk-tuk – transforming one of Bangkok’s most iconic modes of transport into a playful moving installation set to travel around the city.
More Than Just Cute Collectibles
Founded in 2019, Tagi. has built a loyal following through its original collections that combine functionality with playful storytelling.
Among its best-known selection is the Imagine Apple Collection – using the apple as a symbol of curiosity and creativity.
Elsewhere, the Haha & Popcorn Collection channels the mischievous energy of two puppies into colourful everyday essentials, while the Hotdog Collection offers travel accessories and lifestyle pieces designed to accompany daily adventures.
Across every collection, the common thread is the Tagi. Sabaai House’s belief that small moments of joy can be found in even the most ordinary aspects of everyday life.
Tagi. Sabaai House, Level 2, Eden Zone, CentralWorld, 999/9 Rama I Road, Pathum Wan, Bangkok 10330, +662 640 7000, tagiofficial.com
Chol is a Thai writer and editor specialising in travel, culture, and lifestyle. A former magazine writer and contributor to several travel guidebooks, she has also appeared in Netflix's Midnight Asia. She is passionate about storytelling and exploring Thailand's diverse communities and landscapes.
