In Thailand, motorcycles have long been an essential part of everyday transportation. At the same time, there was a growing desire to evolve motorcycles beyond practical mobility and make them part of a broader lifestyle.

Against this backdrop, Cub HOUSE was launched in Bangkok in 2018 as a new customer touchpoint that combined motorcycle customization, apparel, and community. Today, the concept has expanded to 16 locations throughout Thailand (as of August 2026).

Built on the growth of motorcycle culture in Thailand, Cub HOUSE is guided by the concept of creating a community space where people can connect through motorcycles while discovering their own unique way of enjoying them.

For many younger customers, motorcycles themselves are not always the first point of interest. Instead, they are often drawn to fashion, design, or culture first. With that in mind, Cub HOUSE was designed to be a place where visitors can casually stop by because they are interested in the space, the apparel, or the lifestyle goods—and naturally discover the appeal of motorcycles along the way.

Today, Cub HOUSE has become far more than a motorcycle dealership in Thailand. It has established itself as a lifestyle destination that inspires new ways of enjoying motorcycles.

“Cub HOUSE” takes its name from the initials of Culture, Unique, and Bikes. It’s a place where people can discover their individuality through motorcycles.

We see motorcycles not simply as a means of transportation or a hobby, but as part of a lifestyle through which people express who they are.

Whereas a traditional motorcycle dealership is primarily a place to choose and purchase a motorcycle, Cub HOUSE is a place to experience the lifestyle and culture that surround motorcycles.

By offering not only motorcycles but also apparel, lifestyle goods, and customization parts, we want to give customers the freedom to express their own personal style.

In Thailand, Cub HOUSE became a catalyst for building both motorcycle culture and communities centered around motorcycles.

In Japan as well, lifestyles and people’s relationships with mobility continue to diversify. As a result, we began asking ourselves how we could propose not simply motorcycle ownership, but an entire lifestyle built around motorcycles.

Particularly among younger generations, interest in lifestyle and self-expression continues to grow. We felt Cub HOUSE could introduce an entirely new way for people to enjoy motorcycles, and that became the starting point for bringing the concept to Japan.

The biggest lesson we learned from Thailand was that by offering not only motorcycles, but also culture, community, and lifestyle, we could create entirely new opportunities to connect with customers.

In Thailand, motorcycles became the center of a thriving community and culture. In Japan, too, growing interest in lifestyle and self-expression—particularly among younger generations—has created an opportunity to introduce a new way of enjoying motorcycles.

When bringing Cub HOUSE to Japan, our biggest priority was making it a place where even people with little or no knowledge of motorcycles would feel comfortable walking in. We wanted it to have the welcoming atmosphere of a café or an apparel boutique.

In fact, we’re already seeing people stop by simply because they think, “That looks like an interesting shop.” If that casual visit leads to an unexpected encounter with motorcycles, then we’ve achieved exactly what we hoped for.

To support that experience, we’ve incorporated motorcycle-inspired design elements throughout the space, including pendant lighting modeled after tires and counter stools made using genuine Monkey seats. These touches allow visitors to naturally experience motorcycle culture and spark their curiosity.

We’ve also carefully selected customization items that are approachable and easy to enjoy. Alongside larger components, we offer stickers and smaller accessories that make personalizing a motorcycle both affordable and accessible.

Above all, I hope people leave thinking, “That was fun,” and “I’d like to come back.”

For those who already ride motorcycles, I hope they discover something new. For those who don’t, I hope they leave with a newfound interest in motorcycles.

That is the unique value Cub HOUSE is designed to offer.

We’ve welcomed a much broader range of customers than we originally expected, which has given us tremendous confidence in the concept.

One of the biggest surprises has been who is actually coming through the door. Before opening, we expected most visitors would be existing Honda fans or motorcycle enthusiasts looking for customization parts. In reality, we’ve seen many people visit because they were interested in the apparel or lifestyle goods first.

In Japan, we plan to expand primarily through a shop-in-shop format, creating dedicated Cub HOUSE spaces within existing dealerships.

One of the things that impressed me most when I visited Cub HOUSE locations in Thailand was how frequently the displays changed. While each store followed the same overall design philosophy, the staff took the initiative to express the unique character of their own location.

That approach to creating spaces rooted in the local community was especially inspiring.

For example, one Cub HOUSE might feature camping gear throughout the store, while another focuses on off-road and trials motorcycles. As Cub HOUSE expands across Japan, I’d like to see each location develop its own identity in the same way.

Ideally, riders will one day enjoy visiting Cub HOUSE locations around the country as part of their touring routes, with each store offering its own unique atmosphere and experience. If Cub HOUSE can become part of that new riding culture, I think that would be wonderful.

 I believe Cub HOUSE’s role is to foster an open and diverse motorcycle culture where people can express their individuality—not only through riding motorcycles, but also through customization, fashion, and the connections they make with others.

I don’t want Cub HOUSE to be a place that only motorcycle riders visit. I want it to be somewhere people feel comfortable dropping into simply because they’re curious.

If someone walks in on a whim, discovers motorcycles for the first time, and leaves wanting to become part of that world, that would make me incredibly happy.