The souvenir saviour
How did the idea for Toojah come about?
Every time my foreign friends visit Bangkok, I become their go-to travel agent and often get asked where to find cool and authentic Thai products. One time, my friend Peter came back frustrated after a five-hour shopping nightmare. He spent about B1,000 on a beer logo tank top that looks appropriate only at Full moon parties and a few wooden elephants. During the next five hours we spent together, we got massages, visited Wat Po and had a dinner by the river, and it was a much better use of his time. So I thought there should be a way for travellers to fully enjoy their time and let someone else take care of buying the right gifts. The other part of our idea comes from my co-founder Julien, who travelled extensively because of work. He hates shopping, and he did not have much spare time to find souvenirs for friends and family because he was here on business. We realised that buying unique and meaningful gifts can be difficult, and no one seems to be making that easier. While we were discussing this idea, my dog was looking at us, tilting her head. Her name is Toojah, which is sort of like “amen” in Buddhism. It was serendipitous, and we agreed on spot to make it our business’s name!
How are your souvenirs different from what can be purchased at places such as MBK or Chatuchak?
Curation and discovery is at the core of Toojah’s concept. We work with more than 100 locals and tastemakers who recommend cool products — for example, a jasmine massage candle with a soothing fragrance and that doubles as skin moisturiser. Our gift boxes are categorised in four themes: Exotic Thai, Wellness, Discovery and Foodie. Each box features different Thai brands and comes with a dedicated brochure, a “Thainess” guide with fun facts and stories about Thai culture. We also tell the stories behind them so that the gifts are more meaningful. On top of that, for every box sold, we buy a meal for children at the Thai Red Cross Children Home. Our goal is to reach 500 meals by the start of the new year.
How does Toojah work?
It’s a simple process. Go to our website, choose the pre-selected gift box or build your own box — sort of a BuildA-Bear concept, but for givers. We deliver anywhere in Bangkok within 24 hours, and nationwide within 48 hours.
What is the next step for Toojah?
In January, we will launch our Curators series, in which we collaborated with various Thai tastemakers. Pan Pan Narkprasert, my brother and a famous Thai drag artist, will translate his eccentric personality into the Discovery box, which will be filled with fun items he enjoyed during his childhood. Chawadee Nualkhair, the author of Thailand’s Best Street Food and founder of bangkokglutton.com, will spice up the Foodie box with delicious goodies. Tawn Chatchavalvong, a famous Thai designer, will release a premium All About Her box for Valentine’s Day. We are constantly looking for authentic Thai products. Through our collaboration with another young start-up called Charigo, soon we’ll also offer an artisan box.
Do you have a message for those who may be interested in your service?
Allow me put it in a scenario. You’re here for an island getaway. Which do you prefer — enjoying the sunset and drinking coconut juice or running around in hot markets trying to find the right gifts? Let Toojah help you make the most of your time in Thailand.