What started as a normal product launch turned into chaos at the Central Westgate department store in Nonthaburi, just outside Bangkok, on Friday. Hundreds of people crowded outside the entrance to get their hands on a coveted designer bag from Thai brand Merge. The situation escalated into scuffles, resulting in sales of the product now being halted.
Viral images of riots
Videos of the fights quickly surfaced on social media. A video on the popular Facebook page Pu Boripok (Consumers) showed young people and adults jostling and even physically attacking each other to be the first to enter the store. The images quickly spread across the internet and led to a wave of indignation.
“This could have easily been avoided if the bags were only sold online,” one user commented. Another asked: “When are we going to stop making people wait in long lines? These must all be resellers.”
Paid spots and poor preparation
According to local media, some in the queue were paid to hold a spot for others, usually resellers or collectors, a practice that further added to the tension.
Due to the increasing crowds and lack of coordination, the situation quickly escalated. Shoppers panicked and security personnel were barely able to intervene. Many people are now pointing the finger at the Merge brand and the department store for the lack of clear rules or crowd control.
“Everyone knows that scarce items cause crowds. Why wasn't this anticipated better?” was a common complaint.
Merge suspends sales
The 'A Day Bag' by Merge, priced at 2.490 baht, was quickly targeted by collectors and resellers due to its limited edition. After the violent scenes, the brand decided to immediately stop selling it.
In an official statement, Merge said: “Due to the unexpected violence in and around the store, we have suspended the sale of this product indefinitely from March 22, 2025. The safety of our customers is our top priority. We regret the incident and apologize for any inconvenience caused.”
The brand urges customers to follow updates only through their official channels to avoid rumors and misinformation.
Scarcity as a marketing strategy under fire
The situation has sparked a broader debate about how brands use artificial scarcity to boost demand. While exclusive product launches often lead to crowds, they rarely involve violence. Criticism of this marketing strategy is growing in Thailand and around the world.
The Nonthaburi incident shows, according to many, that popular brands and shopping malls need to be better prepared for the consequences of 'hype' around scarce products. Increasingly, there are calls for alternatives such as online sales or a lottery system to prevent future incidents.
Source: https://www.bangkokpost.com/thailand/general/2985380/designer-bag-rush-causes-thailand-mall-melee
Actually, there is only 1 reason to point out for this kind of excesses 'greed'. You see this happening at events like Black Friday. Sad that people let themselves be known for material things.