When Thai culture is reimagined through the eyes of a Hong Kong creator who fell in love with Thailand

LUANG PHI DAM takes a bold new step by collaborating with Roger Wu, a renowned Hong Kong KOL and influencer who has long admired the beauty and spirit of Thailand. Inspired by his deep affection for Thai culture, Roger sought to share the charm and stories he has experienced in Thailand with the world, inviting international audiences to “fall in love” with the country just as he has.

This passion has been brought to life in a brand-new collection that combines cultural depth, creativity, and contemporary design. The collection features four unique designs, each carrying its own meaning and story.

The Collection – Four Designs

1. The New Logo – Inspired by the design of a medal of honor, symbolizing recognition, virtue, and distinction for those who contribute goodness to society.

2. Bear Dengboo Cinema – A playful reinterpretation inspired by the legendary Hollywood studio opening scenes, from Leo the Lion of Metro-Goldwyn-Mayer to Paramount Pictures. Roger envisions Bear Dengboo as the next rising star — a signature character destined to capture the spotlight like a true Hollywood icon.

3. Luang Phi Dam Cartoon Edition – Bringing a brighter, more approachable side of the brand’s iconic character, presented in two playful moods:

Cheerful & mischievous

Angry but endearing

This design highlights the versatility and charm of LUANG PHI DAM, connecting with a broader audience.

4. Luang Phi Dam – Love Version Minimal – A modern evolution of the brand’s best-selling “Original Love” design. By moving the graphic to the back and adding a smaller logo at the front, the style is refined into a minimalist yet striking statement.

All designs come in classic black and white, giving more choices while preserving the brand’s iconic identity: Free Size – No Choice. This principle reflects the brand’s belief in unity, inclusivity, and the idea that style transcends boundaries.