Thai Perfume Brand JOURNAL Targets 800 Million Baht Revenue with New Brand Ambassador
Thai fragrance brand JOURNAL is expanding its market reach by partnering with celebrity Fourth Nattawat, aiming for 800 million baht in revenue by 2026.
According to a report by Khaosod Online, the Thai perfume brand JOURNAL is implementing a strategic expansion to capture a younger demographic. As part of this growth initiative, the company has appointed popular celebrity Fourth Nattawat as its new brand ambassador. The brand has set an ambitious revenue target of 800 million baht for the year 2026.
This move comes as the global and local fragrance markets continue to show strong growth. Data from Euromonitor indicates that the global perfume market, valued at approximately 67 billion USD in 2024, is projected to grow at an average annual rate of 4.25% through 2028. In Thailand, the perfume market is currently valued between 12 billion and 14 billion baht, with an average annual growth rate of 10%.
For residents and visitors, this development highlights the rising prominence of local Thai luxury goods and the increasing influence of celebrity-led marketing in the domestic retail sector. While the brand has publicly announced its revenue goals and marketing strategy, the actual financial performance for 2026 remains to be confirmed as the company works toward its targets. The shift reflects broader consumer trends where fragrance is increasingly viewed as a key element of personal identity.
