Why Tokyo, Bangkok, and Seoul lead retail innovation in APAC

Immersive experiences drive retail transformation in top cities.

Retail spaces in Asia Pacific are evolving, with Tokyo, Bangkok, and Seoul driving change through vibrant cultural and entertainment ecosystems, according to CBRE’s Asia Pacific Retail Innovation Index.

Vivek Kaul, APAC Head of Retail at CBRE explained that Tokyo boasts the highest urban population and high spending per capita, while Seoul’s K-pop culture significantly influences global retail trends. Meanwhile, Bangkok stands out as a top tourist destination with a budget-friendly retail and entertainment landscape.  

These cultural influences are not just localised phenomena but are shaping global consumerism. “Experimental retailers that incorporate immersive, interactive, and shareable experiences are increasingly sought after,” said Kaul, noting examples such as VR gaming and media IP extensions.

Andrea Ng, APAC Insights Director at Canvas8, emphasised that retail innovation is rooted in creating spaces that resonate deeply with consumers. “Shopping malls in Southeast Asia have always functioned as entertainment hubs, but shoppers are now turning to these spaces as sources of connection and self-discovery,” she said.  

Ng also stressed the importance of immersive and personalised experiences. “Pop-up stores are not just fun, entertaining alternatives to online shopping. They are immersive, novel experiences that incorporate storytelling elements from culture and entertainment into meaningful shopper interactions,” she said.  

Retailers are increasingly shifting their focus to creating memorable experiences for consumers, a trend that Kaul believes will define the future of the industry. “Brands are looking at creating a story which gives a memorable experience to the consumer. At the end of the day, the customer is at the forefront of retail consumption,” he noted.  

Both Kaul and Ng agree that the growing importance of culture and entertainment in retail is driving innovation across Asia Pacific. As consumer expectations evolve, retailers must prioritise personalisation, inclusivity, and immersive experiences to remain relevant. “It’s about putting people first and creating spaces where life happens,” Ng concluded.