A true taste of France

The Franco-Thai Chamber of Commerce turns 50 this year and to celebrate the occasion, its new president, Alexandre Dupont, is inviting members of the public to raise a toast to France by coming along to the “Bonjour France” fair at Central World. 

More than 40 booths will be showing the latest in French fashion and lifestyle items and Dupont is hoping that it will serve as an inspiration for Thai designers to develop and create new designs that will give them the same cachet as French brands.

He took time out from his busy schedule to chat by email with XP.

 

In the 50 years since the French Chamber was established in Thailand, what have been the most significant changes in the trade between the two countries? 

Thailand and France have been trading partners since the Ayutthaya period and French East India Company sent its first ship to Siam in 1680.The first goods France bought back from Thailand was tin from Phuket. The first Siamese ambassador went to France in 1684 and France sent its first ambassador to Siam the following year. 

Our most recent trade relations started flourishing about 50 years ago, which is why the chamber was set up in 1966. At that time, the Franco-Thai Chamber of Commerce was a business club for French people coming to do business in Thailand to meet and exchange their views. We welcomed various engineering and industrial companies to Thailand as well as French banks, which accompanied and supported these companies. Air France, Banque Indosuez (formerly Banque de l’Indochine), BFCE and SOAEO were among our founding members.

During the ’90s, Thailand attracted a significant number of French companies. The Office of Board of Investment even had a French expert to facilitate contacts for French investors starting their projects in Thailand and again the chamber played a key role. During that time, many big industrial groups established subsidiaries or joint-venture with Thai partners. 

Today, the FTCC has more than 300 members, 70 per cent of which are French companies based in Thailand. They are in various sectors ranging from heavy industry to services. We see an increasing number of companies arriving here Thailand and with the explosion of the luxury market, we now have such major lifestyle players as Laduree, Fauchon, Pierre Hermes, Van Cleef &Arpels and more.

 

France has a major influence on lifestyle. Which product category creates the most impact and why?

The luxury brands in cosmetics, leather goods, clothes and accessories have the biggest impact and while more furniture and design objects are coming to Bangkok, they are destined more for the niche market. This is because France is known the world over not only for its unique design but also as a trend setter. The food and beverage industry has also impacted social and consumption habits, which we have observed through the increasing success of our Bonjour French Fair. 

 

Taking the luxury lifestyle market’s needs, what do you see as the main challenges in Thailand?

The prices of lifestyle products remain expensive in Thailand, which is mostly due to the high import duties whereas other tourist destinations in Asia are duty-free. The main challenge would be therefore to lower or remove trade barriers in relevant luxury products sectors so that Thailand could become a leading luxury shopping destination and thus attract more high-end tourists.

 

How is the AEC affecting your relationship with Thailand?

The AEC will attract more manufacturers to take advantage of the zero per cent import duties in some sectors while exporting their goods in the zone. Thailand has to become more competitive in terms of labour costs, tax incentives and ease of doing business. France is now looking at the AEC as a big trading partner in which Thailand can play a key role as partner on a regional scale.

 

Can you rank the top five French products that are popular in Thailand? 

The top five French products are handbags and leather goods, clothes and accessories, perfumes, wine and spirits and delicatessen goods. What Thai consumers love about French products are the design, quality and prestige and overall French “Art de vivre” (life style). 

 

How about Thai products? Which Thai products do the French people like?

Overall, French people like the quality of services in Thailand, the Thai hospitality and the legendary Thai smile. French people love Thai food and appreciate Thai handicrafts. More furniture and design items from Thailand are also now being exported to France and Europe. The FTCC represents Maison&Objet Paris, the world’s leading trade fair for furniture and lifestyle products. We have been promoting this fair for almost 20 years now and are proud to bring more Thai furniture and lifestyle exporters to Paris each year. 

 n French Fashion and lifestyle products are |on show and for sale in “Bonjour France” at CentralWorld from today through Sunday.

n Find out more by |calling (02) 650 9613-4 or check out the “Bonjour France Bangkok” |page on Facebook.