Hatari Electric announces a major business plan, aiming to be more than just a fan manufacturer. Collaborating with Habits Design Studio, the company is revamping its products with a focus on minimalist design, integrating advanced technology, and catering to Gen Z. They anticipate double-digit growth and are launching the Immersive Exhibition “500 Cubic Meters of Wind” at Bangkok Design Week 2025, inviting visitors to experience “wind” through all five senses.
Bangkok – Hatari Electric, Thailand’s number one fan manufacturer and distributor, is once again creating a stir in the home appliance industry. The company has announced a significant business plan that goes beyond mere product improvement; it’s a revolution of the entire concept and operational processes. The goal is to become a leader in home appliance innovation, seamlessly blending design, technology, and sustainability.
In an exclusive interview with the press, Ms. Tassaluck Panichtrakul, Research & Development Assistant Managing Director of Hatari Electric Co., Ltd., Ms. Chanya Panichtrakul, Sales and Marketing Assistant Managing Director of Hatari Electric Co., Ltd., and Macro De Carolis, Bangkok Studio Design Director, South East Asia Partner, Habits Design Studio, revealed the vision and strategies driving Hatari into a new era. This era focuses on meeting the evolving needs of consumers, particularly the younger generation (Gen Z), while also aggressively expanding into foreign markets.
“Design” as the Core Driving Force of Change
Ms. Chanya Panichtrakul emphasized the crucial role of “design,” highlighting that it’s not just about aesthetics. It’s the core element in differentiating the brand, adding value to products, and significantly influencing the purchasing decisions of modern consumers, especially Gen Z, who value both aesthetic appeal and functionality.
“Today’s young people, when they go shopping, have access to information so easily. They can just open their phones and search. They might know Hatari from its past image, but they might not be attached to that old image. Therefore, rebranding our look allows us to capture the attention and become a part of the new generation’s consideration.” Ms. Chanya explained.
To achieve this goal, Hatari has partnered with Habits Design Studio, a world-renowned product design studio from Italy, led by Macro De Carolis. Together, they are developing a new “Design Language” for all of Hatari’s products. The core concept is minimalism and cleanliness, while maintaining comprehensive functionality and versatility across various product types. This aims to build a strong, distinctive, and instantly recognizable brand identity.
Macro De Carolis explained the design philosophy: “Hatari’s vision is to rebrand not through graphic design, but through the products. This means that a company that sells products can rebrand itself through those product redesigns… We try to imagine what the design language of the new fan should be for people, especially new buyers. So, you will see that it is quite minimalist, quite clean.”
The collaboration with Habits Design Studio extends beyond just external aesthetics. It involves close cooperation at every stage, from research and development (R&D) and engineering design to production. This ensures that Hatari’s products are not only visually appealing but also highly efficient, user-friendly, and deliver the best possible experience for consumers.
From Top of Mind to Top 3 Across All Generations
Hatari’s commitment to product development and brand image transformation has proven to be highly successful. Consumer surveys revealed that in 2023, Hatari was a Top of Mind brand for Gen Z. In 2024, Hatari has risen to be among the Top 3 brands across all generations.
This reflects the success of their communication and branding efforts in effectively reaching their target audiences. Ms Chanya added, “Consumers who were already our customers can feel the change. Our brand is developing its appearance to be more modern and relevant for all time. “
Motor Innovation: Superior Wind Power, Greater Energy Efficiency
Beyond outstanding design, Hatari consistently prioritizes innovation, particularly in the motor, which is the heart of any fan.
Ms. Tassaluck Panichtrakul revealed that Hatari has collaborated with a team of engineers from Germany to design and develop an entirely new motor. This new motor boasts higher efficiency, delivering stronger and more consistent airflow while consuming less energy, resulting in cost savings and environmental friendliness.
“Every year, we use better materials. The motor must be better, stronger, and more energy-efficient. We are not abandoning the basics; we believe they are already good. We want to bring the best and the newest to our consumers,” stated Ms. Tassaluck.
Sustainability and Customization: Building Consumer Engagement
Hatari recognizes that “sustainability” is not just a passing trend but a crucial element that must be ingrained in the company’s DNA. It’s also something that modern consumers increasingly value.
The company has therefore initiated various projects promoting sustainability. This includes collaborations with artists and designers to create customizable products, reducing unnecessary waste and encouraging long-term product use, fostering brand loyalty.
“We have many collaborations, including making accessories to decorate fans,” said Ms. Chanya.
Furthermore, Hatari is committed to developing environmentally friendly products. This involves using recyclable materials, minimizing energy consumption during production, and designing products with extended lifespans.
Hatari x Habits Design Studio: Immersive Exhibition at BKKDW 2025
To further emphasize its dedication to product development and creating new consumer experiences, Hatari, in collaboration with Habits Design Studio, is creating a cutting-edge Immersive Exhibition titled “500 Cubic Meters of Wind: The Art and Power of Design” at Bangkok Design Week 2025.
This exhibition will immerse visitors in the world of “wind” like never before. A 500-square-meter space at the Grand Postal Building in Bang Rak will be transformed into a vibrant green meadow, where blades of grass will sway in the breeze generated by meticulously designed Hatari fans, showcasing both engineering and aesthetic excellence.
More Than Just “Wind”: An Experience Connecting All Senses
Hatari views fans as more than just appliances that provide cooling; they are “experiences” that connect with all five senses. The “500 Cubic Meters of Wind” exhibition is designed to reflect this concept, stimulating visitors’ senses of sight, hearing, smell, touch, and taste.
Ms. Tassaluck Panichtrakul stated, “Because fans are appliances that Thai people use every day, Hatari prioritizes design that is both aesthetically pleasing for home placement and functionally enhances life, meeting the lifestyles of users. At the same time, operational efficiency must be excellent and durable.”
Ms. Chanya Panichtrakul added, “In this year’s Hatari exhibition, we aim to present the power of design in an immersive format, while also showcasing Hatari’s technology and capabilities. This is to help visitors understand the core brand concepts that are incorporated into every Hatari product.”
3 Main Zones: Design Field, Design Library, Design Lab
The “500 Cubic Meters of Wind” exhibition is divided into three main zones:
- Design Field: This zone simulates a meadow landscape where blades of grass sway in the wind generated by artfully arranged Hatari fans. This highlights the relationship between design, functionality, and nature. Visitors will experience “wind” visually through the movement of the grass.
- Design Library: This zone showcases a specially curated collection of Hatari products, along with the stories behind the design process of each fan model. Visitors will witness the collaboration between Hatari and Habits Design Studio in integrating design and technology to create products that are not only beautiful but also highly efficient.
- Design Lab: This zone exhibits four conceptual works resulting from the first collaboration between Hatari, Habits Design Studio, and Chulalongkorn University. It presents future possibilities for cutting-edge design and engineering, including concepts for future fans that optimally meet people’s needs.
Bangkok Design Week: A Platform for Thai Designers
Participating in Bangkok Design Week for the second consecutive year reflects Hatari’s commitment to supporting and promoting the Thai design industry.
Ms. Tassaluck added, “The theme of this year’s Bangkok Design Week is ‘Design Up+Rising,’ which speaks to the importance of design that not only offers aesthetic but can also solve people daily’s life problems for the better which directly aligns with Hatari’s core beliefs.”
CLMV: A High-Potential Market, Ready for Expansion
Beyond the Thai market, Hatari sees opportunities for expansion abroad, particularly in the CLMV countries (Cambodia, Laos, Myanmar, and Vietnam). This region represents a high-growth market with strong demand for quality home appliances.
Currently, Hatari exports products to neighboring countries in the CLMV region, accounting for nearly 15% of total sales. While the most popular products are still standard fans, the company is starting to introduce products with more diverse designs and functions to meet the varying needs of consumers in each country.
Hatari’s Goals and Future: A Leader in Home Appliance Innovation
With a clear vision, strong strategies, and an unwavering commitment to continuous development, Hatari has set a sales growth target of 10% for this year. This is a challenging figure for a large brand in a highly competitive market.
However, with confidence in its team’s capabilities, product quality, and brand strength, Hatari is poised to move forward steadily, striving to become a leader in home appliance innovation, not only in Thailand but also regionally and globally.
“I have a very big dream. Please stay tuned,” Ms. Chanya concluded, reflecting Hatari’s determination and ambition to create new things that meet consumer needs and enhance people’s quality of life.
The collaboration between Hatari and Habits Design Studio is not just about creating new products; it’s about creating a new phenomenon in the home appliance industry. By seamlessly blending design, innovation, and sustainability, and presenting an immersive experience that opens up a new perspective on “wind,” Hatari is set to redefine the future of fans.
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