“SHARP Thai City Electric” reinforces its leadership in small appliances, unveiling a full product lineup and new offerings to cater to Thai lifestyles

“SHARP Thai City Electric” reinforces its leadership in small appliances, unveiling a full product lineup and new offerings to cater to Thai lifestyles

“SHARP Thai City Electric,” the trusted distributor of SHARP-branded electrical appliances with Japanese quality standards, celebrates over 52 years of commitment to Thai consumers. The company has announced an aggressive strategy to dominate the small appliance market in 2025, despite the ongoing economic challenges. With a clear vision to solidify its position as Thailand’s #1 brand in small appliances, SHARP will introduce an exciting range of new products designed to meet the evolving needs and lifestyles of Thai consumers.

Mr. Wiroj Tanatchasai, CEO of Thai City Electric Co., Ltd., shared: “Having served Thai families for over 52 years, we’ve built a strong foundation of trust in our brand. This long-standing partnership with our customers is a testament to the quality, innovation, and Japanese craftsmanship that SHARP consistently delivers. Over the years, SHARP has been recognized as one of the leading brands in the market, known for its cutting-edge innovations and commitment to quality.”

Amid the increasingly competitive small appliance market, SHARP remains focused on developing products that not only meet functional needs but also embrace modern, fresh designs that resonate emotionally with Thai consumers. With this strategic shift, SHARP aims to preserve its leadership in Thailand’s small appliance sector, seeing the country as a critical market with continuous growth, untapped potential, and an ever-growing demand for innovative products. In particular, SHARP has long dominated the rice cooker market, consistently winning the hearts of Thai consumers. Last year, the company launched the SHARP CUBE 1.8L rice cooker, blending sleek design with versatility to fit any kitchen. Another standout launch was the 16-inch fan, which introduced a foot-operated on/off feature, a concept that quickly gained viral popularity nationwide. This innovation not only set a new trend but also earned SHARP 5 awards at the AdPeople Awards & Symposium 2024, underscoring the company’s ongoing commitment to innovation and its dedication to meeting the diverse needs of Thai consumers.

In the first quarter, SHARP is set to unveil five new products, specifically designed to appeal to a growing group of younger, style-conscious consumers who love home décor. This large and diverse segment of the market is spread across various regions, and SHARP aims to maintain its leadership in the small appliance sector. The new collection includes:

1. SHARP 18” Fan – Elegant, Durable, and Worry-Free
   Combining a sleek design with superior durability, the SHARP 18” fan is a perfect match for minimalist home décor. The fan is backed by an industry-leading 3-year warranty on all parts, guaranteeing Japanese-standard quality. Additionally, SHARP ensures maximum safety with three unique protection systems: 1) Thermal Fuse, which automatically cuts power if the fan overheats, 2) Current Fuse, which disconnects power in case of excessive electrical current, and 3) Flame Retardant V0-grade plastic that prevents fire hazards. With these features, the SHARP 18” fan is both stylish and incredibly reliable.
2. SHARP CUBE 1L Rice Cooker – A Modern Take on a Classic Favorite
   The SHARP CUBE rice cooker redefines the standard rice cooker with its minimalist design, perfect for any modern kitchen. It continues the SHARP tradition of easy cooking, featuring a thick, durable heating plate on both the bottom and sides, ensuring even heat distribution for perfectly cooked rice. The non-stick inner pot makes cleaning a breeze, while its sleek design ensures that it’s not just functional but also an eye-catching addition to any home.
3. SHARP Air Fryers (4.2L, 6.8L, and 7L) – Healthy Cooking Made Simple
   SHARP’s air fryers cater to the modern family’s need for quick, healthy, and convenient meals. Featuring RAPID AIR CIRCULATION technology, these air fryers ensure 360° heat distribution for faster cooking and crispier results without the need for oil. With eight pre-programmed cooking settings and non-stick baskets for easy cleanup, the SHARP air fryers come in three sizes, 4.2L, 6.8L, and 7L, making them ideal for any family size—from small households to larger families.
4. SHARP Steam Irons – From Dry Irons to Steam Iron Excellence
   SHARP steam irons are now available in 3 models, marking the brand’s full entry into the steam iron market after leading the dry iron category. The new models include the 1,800W (EI-S300), 2,000W (EI-S301), and 2,400W (EI-S302). These irons are designed to make ironing easier and faster, with a Nano Ceramic soleplate that ensures smooth gliding. The powerful steam system helps remove wrinkles quickly, while the innovative Duo-Clean system prevents and eliminates scale buildup in one step. SHARP steam irons deliver effortless, lightweight performance, offering excellent value and addressing the needs of modern consumers for efficient, effective ironing.
5. SHARP MODI Water Heater – A Bold Redesign for the Water Heater.
   The SHARP MODI Water Heater, available in 3,500W and 4,500W models, introduces a bold new design with a sleek, modern, and minimalist aesthetic that aligns with current bathroom trends. Tailored for design-conscious homeowners, it combines style with SHARP’s commitment to quality and safety. Featuring a durable, rust-resistant copper heating tank and premium-grade heating elements, it is built for long-lasting performance. The heater’s body is made from flame-retardant materials, and its ELB system automatically cuts power in case of leakage, ensuring maximum safety. Available in white, gray, and the newly introduced black, this water heater fits perfectly with any bathroom style.

The company is confident that each new product has been thoughtfully designed to cater to the unique lifestyle needs of Thai consumers. This will further solidify SHARP’s leadership in the small appliance market and enhance the quality of life for people in Thailand. We remain dedicated to evolving alongside advancements for Thais, staying ahead of global business trends, and embracing future challenges to create sustainable value for our customers, partners, and society.