Bangkok’s historic Sampheng Market has experienced a major commercial revival, driven by a surging demand for stress-relieving toys like ‘squishies’ and ‘slime’, thanks to viral social media reviews from influencers and celebrities on social media platforms.
The fad is drawing crowds of shoppers, collectors and small-scale retailers to the wholesale hub from late evening until dawn.
Thannaphat Thanaakkraseth, a vendor at Sampheng Market, attributed the market’s rebirth directly to digital platforms, saying that “While these toys have existed for over a decade, recent social media coverage has successfully reintroduced them to both youths and nostalgic older consumers.”
Despite intermittent rain, crowds pack the market’s central toy alley from around 10pm. to restock inventories or hunt for specific items.
Thannaphat further explained that a significant portion of current buyers are young working professionals who loved these toys as children, but could not afford them at the time. Now, armed with disposable income, they are buying them to fulfill childhood desires.
The trend has also created a lucrative collector's market, with rare or limited-edition items fetching anywhere from several thousand to tens of thousands of baht.
To capitalise on the craze, vendors are offering a mix of imported goods and self-branded items priced accessibly for the general public, sustaining steady sales growth over recent months.
The economic ripple effect is benefiting the wider Sampheng area. Nearby merchants report an uptick in sales, as the increased foot traffic from the toy craze boosts the broader nighttime wholesale economy.
The slow-rising foam squishies and stretchable slime are highly popular among consumers looking to alleviate stress and improve focus.
