Chula Book Center Launches “CHULA STORE”—The Showcase of Chulaness 

The Chulalongkorn University Book Center has launched “CHULA STORE”—The Showcase of Chulaness, with Professor Dr. Wilert Puriwat, President of Chulalongkorn University, presiding over the opening ceremony on Saturday, December 6, 2025, at CHULA STORE, Siam Square Branch. The event also showcased new product collections making their debut. 

Professor Dr. Wilert Puriwat, President of Chulalongkorn University, stated that “CHULA STORE” is another proud achievement of Chulalongkorn University. The essence of Chula—or “Chulaness”—is embodied in this store. Besides academic books, the Chulalongkorn University Book Center now includes the Chula Store, which offers a wide variety of Chula souvenirs, works by faculty members from various departments, as well as creations by Chula students. An example is the “Eco-Friendly Shirt” made from recycled plastic bottles. CHULA STORE serves as a place that gathers works symbolizing the pride of Chulalongkorn University, similar to university souvenir shops abroad. The CHULA STORE at Siam Square marks the beginning of plans to expand the store further in the future. 

He added that the launch of CHULA STORE aligns with the university’s policy to not only focus on teaching and learning but also to promote innovations created by students. Students gain real-world experience through creating products and developing them into actual items for sale. This supports Chula’s emphasis on Experience-Based Learning, with faculty and student work receiving support from external partners and Chula alumni. 

“This New Year, CHULA STORE is the perfect place to find souvenirs from Chulalongkorn University, offering a wide range of products and innovations at the Chulalongkorn University Book Center, Siam Square,” the President said. 

“CHULA STORE”—A New Chulalongkorn University Branded Souvenir Shop in the Heart of Siam 

Under the concept “The Showcase of Chulaness,” the store expresses the identity and pride of the Chula community through modern products and experiences that match the lifestyle of students, faculty, staff, and contemporary visitors. The store features university innovations and student-designed items, characterized by simplicity and thoughtful design. The primary color tones are white and gray, with pink as a secondary tone, creating a modern, minimal atmosphere that conveys calmness and allows everyone to feel the Chula spirit while enhancing the shopping experience. 

Inside CHULA STORE, products reflect the identity, heritage, and innovation of Chulalongkorn University and include: 

1. University and Faculty-Specific Merchandise 

Souvenirs combining Chula’s identity and university symbols with modern design, along with alumni engagement activities. Items include bags, apparel (clothing and hats), insulated bottles, accessories (pens, keychains, bookmarks, umbrellas), and jewelry (brooches and tie clips), as well as souvenirs for festivals and special occasions. 

2. Heritage Line 

A collection of treasured items such as royal sculptures, the Phra Kiao emblem, Benjarong ceramics, and other elegant ceramics that preserve Chula’s classic sophistication. 

3. Eco-Friendly Products 

Sustainable items that embody Chula’s identity while using environmentally friendly materials. 

4. Chula Innovation Showcase 

Products derived from innovative research across Chula’s faculties—for example, items from Chula Dent, Faculty of Dentistry. 

5. Exclusive Collaborations 

Special collaboration collections with leading partners, such as Grand Sport, Surawong Gems, Folio, Eco Suprem, and Royal Benjarong. 

6. Special Promotion 

From December 6 to 12, 2025, customers who purchase 500 baht or more at CHULA STORE, Chulalongkorn University Book Center, Siam Square, will receive one free CHULA Bear keychain (limited quantity). 

CHULA STORE is therefore more than just a shop—it is a space that brings together creativity, cultural heritage, and the innovative spirit of Chulalongkorn University, passing on value and pride to everyone. 

• Facebook
• Twitter
• Line