firefly Opens Its First Overseas Standalone Store in Bangkok

On October 19, 2026, firefly officially opened its first standalone store at centralwOrld in Bangkok, Thailand, alongside the local launch of firefly comfort+, an upgraded firefly model. The opening marks an important milestone in firefly’s expansion across the Asia-Pacific region. For the first time outside China, the brand has established a standalone retail space where Thai consumers can explore its product design, compact-car culture, and vision of a lifestyle built around freedom of mobility, all under one roof.

firefly at Its First Overseas Standalone Store

Located in one of Bangkok’s prime commercial districts, the store brings together vehicle displays, sales consultations, test drive bookings, and dedicated lifestyle and leisure areas to create an integrated brand experience. With the opening of this store, firefly is bringing its innovative marketing practices, user co-creation, and brand culture developed in China to overseas markets, laying the groundwork for sustainable, long-term growth in Thailand. Daniel Jin, President of firefly, attended the opening ceremony and remarked, “This marks a new beginning for firefly’s long-term development in Thailand. We look forward to working with local users to create a brand story and compact-car culture that are uniquely Thai.”

Daniel Jin, President of firefly, at the Store Opening 

To better serve the mobility needs of Thai consumers, firefly is also adapting its products and services to the local market. The firefly comfort+ launched in Thailand delivers enhanced powertrain performance and comfort features, further enriching the all-electric driving experience for local users. Meanwhile, firefly will continue working with Thonburi BlueSky Co., Ltd., a subsidiary of leading Thai automotive enterprise Thonburi Group, to strengthen its local sales, user experience, and after-sales service network.

 Daniel Jin (left) and Mr. Ratapon Viriyaphant (right), Chairman of Thonburi Group

firefly is also drawing inspiration from Thai culture to bring a distinctive local expression to its brand. Inspired by Thai tea, the brand has reinterpreted its porto peach exterior color for the Thai market. In collaboration with a Thai illustrator, firefly has also incorporated graffiti art into the vehicle’s exterior design, creating a bold artistic identity through free-flowing, continuous visual elements. Centered on the brand philosophy of “freedom to glow,” the collaboration celebrates freedom, possibility, and hope, bringing together automotive design, street art, and creative collaboration to make firefly a more natural part of Bangkok’s vibrant urban life. 

Graffiti Art as Part of Exterior Design

In China, firefly has established its appeal through thoughtful design, safety, smart features, and space, while continuing to explore the connection between compact cars and personal expression through special-edition models and user co-creation initiatives. To date, firefly has surpassed 90,000 cumulative deliveries worldwide and continues to lead China’s high-end compact car market. Its sustained market performance underscores the strength of its products and growing consumer recognition, providing a solid foundation for further global expansion.

Building on its product expertise and brand-building experience in China, firefly is steadily expanding its global footprint. While tailoring its brand expression to local culture and mobility needs, the brand continues to create distinctive experiences that resonate with consumers worldwide, bringing a fresh expression of Chinese high-end compact mobility to the global stage.