The rising Thai actor-singer and heartthrob, Joong Archen, has officially been unveiled as the latest brand muse for BONIA’s Spring/Summer 2026 collection. And for his first official appearance as the brand ambassador, the GMMTV artist is set to grace the grand opening event of the new BONIA concept store in Pavilion Kuala Lumpur, on 30th January 2026.
With his rapid ascent in the entertainment world, impeccable fashion sense, and effortless charm, Joong perfectly embodies BONIA’s commitment to individuality and self-expression. His unique blend of charisma and contemporary flair aligns seamlessly with the brand’s ethos, making him the ideal choice for the brand’s muse.
As for the creative vision behind both the store and the appointment, Datin Sri Linda Chen, Chief Creative & Marketing Officer of BONIA, explained that the concept store in Pavilion KL was inspired by the city of Bologna, Italy. The space unfolds a 50-year journey of craftsmanship, shaped by heritage and refined for the present. Warm terracotta tones, intricate brickwork, and handcrafted textures are featured in the store, reflecting an era of quiet sophistication. Personally handpicked and guided by Datin Sri Linda Chen, the store was developed in close collaboration with acclaimed architecture studio Linehouse.
Ahead of Joong’s appearance, BONIA will introduce a series of limited-edition fan experiences and collectibles at the Pavilion KL concept store. A Joong photocard pack will be available as a gift-with-purchase, alongside a chance for fans to be among 30 lucky winners invited to an exclusive Meet & Greet session with the artist through a dedicated social media contest. Complementing this are Brand Muse-inspired enamel pins set, available through purchase, as gifts-with-purchase, or by participating in selected in-store Brand Muse challenges.
The new concept store is located at Level 4, Lot 4.06.00, Pavilion KL. For more information, visit BONIA’s Instagram.
