Japanese discount chain Don Quijote has launched its first store in Thailand.

Trading as Don Don Donki, the Don Quijote Thailand foray marks a continuation of an aggressive and rapid rollout of stores across Asia, including in Hong Kong, Taiwan, Philippines and Malaysia. The company plans to expand its overseas store network from the current 41 to 200.

Located at Mall Thonglor, an upscale residential area of Bangkok which is home to many Japanese expats, the store anticipates US$18 million in annual sales.

The 28,000sqm shopping centre is operated by a joint venture among Pan Pacific, Thai paint maker TOA group and a local subsidiary of a Japanese parking lot developer.

“Thailand is the most marketable country in Southeast Asia,” said Takao Yasuda, founding chairman and supreme advisor at Pan Pacific.

“We will continue to explore opening multiple stores here.”

Don Quijote Thailand is operating under the alternative name – as it does in Singapore – because the Don Quijote brand is used by another business.

Inside Retail Asia