Economy
Shokubutsu Monogatari Rebrands for the First Time in 17 Years
Lion Thailand has launched a major brand overhaul for its Shokubutsu Monogatari shower cream to adapt to shifting consumer behaviors and economic pressures.
On August 9, 2026, Lion (Thailand) Co., Ltd. announced a significant rebranding of its Shokubutsu Monogatari shower cream line, marking the first such change in over 17 years. According to Warat Ek-awasdaporn, Beauty Care Product Manager, the initiative involves updating the brand image, packaging, and product formulas to better appeal to younger demographics while retaining existing customers.
This strategic shift comes as the Thai shower cream market faces intense competition. Warat noted that current economic conditions and reduced purchasing power have made price-based promotions the dominant driver of consumer behavior. Rather than relying solely on discounts, Lion is focusing on brand elevation and natural product quality to maintain its market leadership.
For residents and travelers, this change reflects a broader trend in the Thai consumer goods sector toward sustainability. The new packaging is designed to reduce plastic usage by 30 tons annually. Furthermore, the company is incorporating agricultural by-products into its supply chain to support the circular economy and optimize production costs. While the brand aims to strengthen its competitive position, it remains to be seen how these changes will influence long-term pricing and availability across retail outlets nationwide.