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Laemcharoen Seafood Unveils New Concept Store in Bangkok
The long-standing seafood chain Laemcharoen Seafood has launched a modern 'concept store' at CentralWorld, blending traditional Rayong flavors with a refreshed brand identity.
According to a report by Khaosod Online Thailand, the iconic Laemcharoen Seafood brand, which has operated for nearly 50 years with 40 locations nationwide, is undergoing a significant brand transformation. To adapt to shifting consumer trends—such as the rise of smaller dining groups and the influence of social media-driven street food culture—the company has introduced a new 'concept store' model.
The pilot location, situated on the third floor of CentralWorld in Bangkok, serves as the flagship for this rebranding effort. The interior design draws inspiration from the original Laemcharoen Beach in Rayong province, featuring decor elements like fishing equipment, sand-and-sea patterned tableware, and a room designed to resemble a traditional fish sauce fermentation facility.
For residents and travelers, this update signifies a move toward a more modern dining experience while maintaining the brand's core strength: authentic Rayong-style seafood. The menu has been refined to remove items that do not align with the brand's identity, while introducing new dishes that emphasize local flavors, such as sun-dried squid. While the brand is actively evolving its physical presence and menu, it remains to be seen how quickly this concept store model will be rolled out to the remaining 39 branches across Thailand.