From its inception, King Power has aspired to deliver premium travel-related products to an international audience. Approaching their 25th anniversary, leadership seized the opportunity to strengthen their position as a premium, global retailer.

Our vision was to modernize the brand without losing sight of their Thai roots. The distinctive Star Crown symbolizes modern travel excellence while embracing the brand’s exclusive charter from the King of Thailand. The evolved King Power sees every traveler as royalty, embarking on an incredible journey.

As a compelling postscript, King Power’s refreshed branding would grace the jerseys of Leicester City in the 2015-2016 Premier League season. At the bottom of the League and facing relegation the previous year, everything changed for Leicester City in their new colors. Led by celebrated striker Jamie Vardy, the 5,000-1 outsiders inexplicably won the championship in what many called the most remarkable story in professional soccer history.