This marks the company's inaugural participation in Hong Kong's Fashion in Style trade fair, aiming to access European, American and Southeast Asian markets through this international trading platform. The company views Hong Kong as a strategic hub connecting Chinese and Western markets to cultivate potential commercial partnerships.

Participating in Hong Kong's trade fair aims to connect with existing Hong Kong clientele who frequent their Bangkok stores, while capitalising on the city's fashion-forward market. The brands seek to expand their premium positioning beyond Thailand, leveraging Hong Kong's role as a regional fashion hub.

Having visited Fashion InStyle and Hong Kong Fashion Week for five times, Lang considers the city "the heart of the textile business in Asia" and a crucial bridge between Eastern and Western markets. With a USD70,000 budget, she specifically seeks advanced sustainable materials like mushroom-based fabrics and new textile technologies.

As first-time participants, they're "sourcing lots of information about new technology, accessories, insights" to establish international connections. With a budget exceeding USD 10,000, they aim to negotiate deals for packaging materials, buttons and innovative fabrics discovered at the fair.