Bangkok, Thailand – Toshiba Thailand announced its readiness to drive the home appliances market in 2025, aiming for 25% growth with the launch of 53 new products. Focusing on the mid-to-high-end market, the company highlights innovation, design, and product quality, along with a 360-degree marketing approach.
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Mr. Alex Ma, Vice President of Toshiba Thailand Co., Ltd., stated that 2024 was a remarkable year for Toshiba Thailand, with strong growth and sales exceeding 24%, surpassing the set target. This success stemmed from the popularity of their refrigerators and washing machines, as well as growth in other product categories like microwaves, rice cookers, and small appliances. Over the past five years, they have maintained an average growth rate of 15% per year, demonstrating the strength of their brand and products in the Thai market.
“In 2025, we are committed to continuing this success by setting a growth target of 25%. We plan to launch 53 new products, focusing on the mid-to-high-end market, which values design and innovation. We remain focused on developing high-quality products that meet the needs of Thai consumers, along with expanding distribution channels, improving stores, and increasing Experience Stores to provide customers with an excellent user experience.”
“We are confident that our strong strategies, talented team, and excellent business partners will enable Toshiba to achieve its goals and maintain its position as the number one leader in Thailand’s home appliance market.”
Mr. Ekdanai Tantiphumamorn, Product Strategy Manager of Toshiba Thailand Co., Ltd., outlined Toshiba’s product strategy over the past five years, focusing on three main pillars: 1) Penetrating the mass market with quality products at affordable prices, 2) Expanding the base to the mid-to-high-end segment, and 3) Penetrating niche markets. In 2025, Toshiba plans to launch 53 new products covering various categories, including refrigerators, washing machines, microwaves, water heaters, and fans.
Refrigerators: In the past year, Toshiba refrigerators grew by 20%, especially side-by-side and 4-door refrigerators, which grew by 200%. This year, Toshiba will launch 11 new refrigerator models, focusing on meeting consumer needs in three main areas: odor elimination, storage space, and ice making. A key highlight is the new side-by-side refrigerator model with the largest capacity in the market at 711 liters (25 cubic feet), featuring Pure Air Turbo technology that eliminates odors 3 times faster and an Auto Ice Maker that can make ice in 2 sizes with a capacity of up to 4 kilograms.
Washing Machines: Last year, Toshiba washing machines grew by 40%, especially top-load washing machines with a capacity of 12 kilograms or more, which grew by 70%. This year, Toshiba plans to launch 19 new washing machine models. In the top-load washing machine category, they will add an 18-19 kilogram lineup with the Aroma+ feature for long-lasting fragrance and the Steam Wash system to eliminate germs before washing. For front-load washing machines, they will expand the lineup with 13 kilogram and 15 kilogram capacities, along with the Ultra Fine Bubble Pro feature for better stain removal.
Small Appliances: Toshiba is the market leader in microwaves. This year, they will launch new microwave models, such as the multi-function microwave model MX1-TH23SC(WH) with a clean white JapanDi design, capable of reheating, grilling, baking, steaming, and steam baking in one unit. There are also plans to launch new products in rice cookers, water heaters, water purifiers, and fans, such as the 5-blade slide fan with a cyclone design that distributes strong wind up to 12 meters and the SensTemp series water heater with a special temperature control system for constant water temperature.
Marketing: Ms. Thanyaphat Ariyavorawat, Director of Marketing, said that this year, Toshiba has appointed Mr. Takashi Sorimachi, a leading actor from Japan, as the brand ambassador for the Asia Pacific region. They have released a commercial under the concept “Toshiba Japan Origin, Craftsmanship in Design, Attention to Every Detail” to reinforce the image of the Japanese brand. They also plan to implement 360-degree marketing both online and offline, including roadshows and various sales promotions throughout the year.
Mrs. Kobkarn Wattanavrangkul, Chairperson of the Executive Committee of Toshiba Thailand Co., Ltd., concluded with confidence in the company’s growth this year, emphasizing that success comes not only from good products but also from an efficient team, which includes the company’s sales team and the family of dealers (dealers) nationwide, both in modern trade and traditional trade. This strong growth stems from the continuous development of dealer capabilities, not just focusing on products but also promoting partner growth through knowledge sharing and sales training, including the use of AI and artificial intelligence technology to increase sales efficiency. These factors make Toshiba confident that it will continue to grow, regardless of the overall economic situation of the country, and is confident that it will grow more than the country’s growth.
Toshiba’s long-held belief is the concept of “Bringing Good Things to Life,” which means sustainable growth by considering business, society, and the environment together. Toshiba Thailand has been operating in Thailand for over 55 years, entering its 56th year without leaving anyone behind, and is committed to developing all sectors to grow together. Choosing to hold the meeting at Dusit Thani Hotel this time is not just about advertising the hotel but reinforcing the company’s confidence and strong foundation, as this hotel area was the starting point for Toshiba’s business in Thailand 56 years ago. In the past, this area was the location of the Toshiba office and the Mitsui Group, and was the origin of many Japanese businesses in Thailand. Dusit Thani Hotel itself was also established with cooperation with Japan, making it an important legend.
Returning to Dusit Thani today demonstrates a model of continuous growth. Currently, Dusit Thani has entered its 3rd generation and remains a 100% Thai hotel brand that has grown globally with a modern approach. This spirit is consistent with what Toshiba has always cultivated, which is to never stop growing and developing new innovations while maintaining a good foundation. Toshiba has strong confidence in the potential of Thailand and Thai people.
Mrs. Kobkarn reiterated that no matter what the global or Thai economy is like, Toshiba will continue to move forward and grow. Paying attention to every detail and never stopping self-improvement is the key to Toshiba’s success. Collaboration between the company, employees, and partners will be the driving force for Toshiba’s sustainable growth in the future.
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