The Thai multi-hyphenate will be flying in to celebrate the opening of Bonia’s new concept store in Kuala Lumpur.
Founded in 1974 in Singapore, Bonia was inspired by the Italian city of Bologna. Datin Sri Linda Chen, Chief Creative & Marketing Officer of Bonia, points to the historic city’s “warm terracotta tones, intricate brickwork, and handcrafted textures”. In the last five decades, Bonia has infused the spirit of Italian craftsmanship with Southeast Asian sensibilities in all its leather goods and accessories.
In 2025, Bonia appointed Joong Archen as its brand ambassador. The Thai actor, who shot to fame for his roles in TV shows, 2 Moons 2 (2019), Star & Sky: Star in My Mind (2022), Hidden Agenda (2023), and The Heart Killers (2024), has become a style icon in his own right. Known for his off-screen outfits, he fits the bill to represent the brand’s “evolving dialogue between heritage and modern expression”.
“Celebrated for his charismatic presence and refined sensibility, Joong embodies a vision of contemporary masculinity that resonates deeply with Bonia’s design philosophy—where confidence is effortless, style is intuitive, and craftsmanship remains at the core,” says the brand.
In this new role, Joong will be making a special appearance at Bonia’s new concept store at Pavilion Kuala Lumpur on 30 January 2026.
Ahead of this exciting event, Bonia will be introducing a series of limited-edition fan experiences and collectibles at its Pavilion Kuala Lumpur location, including Joong photocard pack and Joong-inspired enamel pin sets as a gift with purchase. There will also be a dedicated social media contest. Fans can join to win the chance to be among 30 lucky people invited to an exclusive meet and greet session with the Thai star.
Bonia’s new store was developed in close collaboration with acclaimed architecture studio Linehouse, founded in 2013 byAlex Mok. There are three main spaces: The Pink Room for women’s collections; The Green Room for men’s collections; and The Lounge to fully immerse visitors into the world of Bonia.
Get a first glimpse into Bonia’s new concept store in Pavilion Kuala Lumpur below.
The new Bonia concept store is located at Level 4, Pavilion Kuala Lumpur.
