Thai brands are gaining a foothold in Malaysia’s thriving retail sector with the help of a newly established platform developed by compatriot Central Pattana (CPN).

The grand opening of the 8.5-billion-baht Central i-City in Selangor last week offered Thai firms easy access to the Malaysian market, where their presence so far has been limited.

Restaurant chains like Cafe Amazon, Black Canyon Coffee and Cha Tra Mue have set up shop at Central i-City, and nine more companies will open in the next few months, including BBQ Plaza and Chapayom.

Several senior executives of various popular chains, such as Oishi and Zen restaurants, have inspected the site for possible opportunities.

“There have been significant opportunities for Thai products in Malaysia, as Malaysians are familiar with our foods and products,” said Narong Sasitorn, the Thai ambassador to Malaysia. “The fact that Malaysian tourists represent the second-largest arrivals to Thailand — 4 million a year — shows how deeply they embrace Thainess.”

According to Mr Narong, Thailand’s retail business, jewellery, design-related products and food innovation show promise in the Malaysian market.

“We know that famous Thai brands are eager to enter the Malaysian marketplace, but there was no proper facilitation in the past,” he said. “But the situation has changed with Central i-City up and running.”

Wallaya Chirathivat, CPN’s deputy chief executive, said Central i-City is meant to serve as a regional retail platform for Thai entrepreneurs and products to expand into Southeast Asia.

Central i-City, CPN’s first full-scale shopping centre in a foreign country, had a grand opening in Malaysia last Saturday.

CPN has developed an international-standard shopping centre to support the lifestyles of the multicultural communities — Malays, Chinese, Indians and Westerners — residing in Malaysia.

Central i-City is a joint-venture project between CPN and i-Berhad, with a 8.5-billion-baht investment on 28 rai with a project area of 278,000 square metres.

CPN holds a 60% stake and i-Berhad has 40%. The project is within i-City Ultrapolis, a grand lifestyle hub in Shah Alam, which includes a shopping centre, large office buildings, residential towers, a hotel, an amusement park and a cyber/innovation centre.

Ms Wallaya said this marks the first time that a Thai shopping centre has been established in the international market, as CPN has applied expertise to development, including design, merchandising mix, services and unique events to offer different experiences to Malaysian customers.

“Central i-City has received a better-than-expected, warm response from customers here,” she said.

The complex has seen 30,000 visitors a day during the week and 50,000 a day on weekends, about the same level as CentralPlaza Bang Na, despite being only 60% open, Ms Wallaya said.

The company foresees huge potential from Malaysia’s large economy, she said, noting that people from Malaysia are familiar with and fond of Thai products and Thai identity.