Sunnies goes global: A triumph of Filipino excellence
The homegrown brand makes its mark in Thailand with the opening of Sunnies World Bangkok
By Rey Ilagan
Published Feb 19, 2026 03:00 pm
Sunnies Worlds opens at Dusit Central Park in Bangkok, Thailand on January 29, 2026.
There are only a handful of local labels I’ve witnessed grow from inception to full-fledged global enterprises. One of them is Sunnies Studios. What began in 2013 as an eyewear label founded by Bea Soriano-Dee, Eric Dee, Georgina Wilson, Martine Ho, and Jess Wilson has evolved into a multi-brand universe spanning eyewear, beauty, and lifestyle essentials—beloved not only in the Philippines, but now across the region.
Its latest milestone? The opening of Sunnies World in Bangkok, Thailand.
Sunnies founders Georgina Wilson, Martine Ho, Bea Soriano-Dee, Eric Dee, and Jess Wilson
Launched on January 29, 2026 at the prestigious Dusit Central Park in the Bang Rak district, Sunnies World Bangkok is more than a store; it’s an immersive brand experience. Wrapped in hues of sunset orange, mint pistachio, and sky cobalt, the boutique feels warm, playful, and unmistakably Sunnies. The color-blocked interiors instantly set the tone for what awaits inside.
As you enter, to the left sits Sunnies Studios and to the right Sunnies Face. At the center, Sunnies Flask, complete with a customization station, instantly calls your attention. A terracotta-toned nook houses Sunnies Cafe, inviting guests to linger over coffee before heading to the eye exam rooms tucked deeper within the space. It’s designed not simply for shopping, but for gathering.
The launch drew notable Thai personalities including actresses Ploi Horwang and Chayanit Chansangavej, as well as singer-rapper Jaokhun. Guests enjoyed exclusive in-store experiences—a photobooth, food by Nais Table, and music by DJ Tutaung—bringing the Sunnies community together under one roof.
Thai actress Ploi Horwang
Filipino excellence on a global stage
The energy that filled the boutique that afternoon underscored what this expansion truly means: a Filipino brand confidently taking its place in the global arena.
“That’s the foundation of who we are,” muses Bea. “We’re just so happy that we can represent the Philippines in a global market. That has always been the dream and everything we do is rooted in our creative culture.”
Eric reflects on the moment with pride. “It was so nice to see people picking up the products, trying on sunglasses, swatching lipsticks, and building their flasks. This was 12 years in the making. To see it embraced in another country is something we’re very, very proud of.”
Thai singer-rapper Jaokhun
For Martine, the moment was deeply personal. “It’s probably one of the most fulfilling things in our life. When we started Sunnies, representation was so important to us.”
Growing up with limited Southeast Asian representation in global media and brands, she says that visibility continues to fuel their ambition. “The Philippines is so creative and has so much to offer. The world has just begun to see what we can do.”
Jess echoes this sentiment, particularly in the retail industry they operate in. “As we expand outside the Philippines, many people may not have interacted with Filipinos before. If we’re their first representation, we hope we make the Philippines proud.”
Thai actress Chayanit Chansangavej
In partnership and purpose
The newly opened Sunnies World now stands alongside established global names at Dusit Central Park, a significant achievement for any homegrown Filipino brand.
In partnership with Thai conglomerate Minor, the Dusit location marks the first Sunnies World outside the Philippines. Since October 2025, the brand has opened five Bangkok stores: Central Ladprao, Central Rama 9, Fashion Island, Central Chidlom, and now Dusit.
Interestingly, Minor first encountered Sunnies in Vietnam and initially assumed it was a Vietnamese brand. After discovering its Filipino roots, the group flew to Manila. “It happened to be when we had just opened our biggest store at SM Mall of Asia,” Eric recalls. “When they saw it, they said, ‘This brand will definitely do well in Thailand.’”
Still, expansion required more than confidence as it demanded cultural sensitivity.
Sunnies founders with Thai business partner Minor
“In a new market, you really need to understand the nuances of culture,” Martine explains. “It’s about comparing and contrasting with Filipino culture while staying true to the Sunnies voice.” Jess adds, “It’s about understanding what Thai customers value and merging that with Sunnies culture.”
At Sunnies Café Bangkok, the menu features localized offerings such as coconut coffee and Thai milk tea. The store also carries Thailand-exclusive colorways like Durian (chartreuse) and Memphis (pink), reinforcing that this isn’t a copy-paste expansion—it’s a thoughtful integration.
Community at the core
Community-building has always been at the heart of Sunnies’ success. The brand’s aesthetic, product development, and messaging have consistently felt accessible and organic rather than transactional.
“It’s really about creating that community organically,” Jess says. “That’s how we started. It’s about reaching out to people and helping them understand our brand and not just selling to them.”
Behind the scenes, their support system has been equally foundational. From their very first kiosk, their parents were present and proud. Today, with over a hundred stores and multiple countries under their belt, that pride remains unchanged.
“It starts with that smallest family unit,” Jess reflects. “People believing in you; that’s what builds confidence in an entrepreneur. And when you see others cheering you on, you realize you can do great things.”
Going above and beyond
Sunnies shows no signs of slowing down. More Thai locations are slated to open this year, including Terminal 21 Asoke in March, followed by Mega Bangna and Central Westgate in April. “We’re going to keep expanding in Thailand as we see the resonance and acceptance of the market,” explains Eric.
“The success of Thailand has proven there’s an appetite for what we’re bringing from the Philippines to the rest of the world,” Martine adds.
If anything, Sunnies has created a blueprint for Filipino retail brands with global ambitions. This is proof that creativity rooted in culture can travel.
Jess leaves fellow Filipinos with this message: “We hope we make you proud. That’s the most important thing to us. We have a new mission and vision: to make the Philippines proud.”
And in Bangkok, under hues of orange, pistachio, and cobalt, they already have.
