It is just before 1 pm at CentralWorld, one of Bangkok’s most visited shopping malls, and the crowds are already flowing steadily past the new pink storefront. Inside, brightly coloured candy bins line the walls, and small cups of sour cherries and pink foam mushrooms are being handed out to curious passers-by.
Behind the counter stand Andreas Vural and Erik Bergqvist, the two Swedish founders of MUMS. After being awake all night preparing for the opening of their second Bangkok store, they now watch the shop come to life. Both seem quietly satisfied.
For a Scandinavian who, like me, has spent months in Asia, the sight alone is enough to trigger nostalgia. Pick-and-mix candy is deeply rooted in Nordic culture, tied to weekends, childhood memories and the simple ritual of choosing your own favourites. It is a tradition many Swedes, Danes and Norwegians miss when living abroad. MUMS aims to share that tradition while introducing it to a new audience.
“We’re selling a lifestyle, a feeling, an emotion,” Andreas explains.
A friendship that turned into a business partnership
Andreas and Erik first met in Hong Kong in 2018 and quickly got along, finding a natural ease in each other’s company.
At the time, both were busy with their own careers. Erik worked in the financial sector, while Andreas was already an experienced entrepreneur, best known as the founder of Happy Plugs. Despite professional success, Andreas felt something was missing.
“Being alone with the big decisions and the responsibility eventually became heavy,” he says. “I needed someone to spar with.”
What Andreas missed most from Sweden was, somewhat unexpectedly, candy – or “godis”, as it is simply called back home in Sweden. The idea of starting a Swedish candy brand began to take shape, but not as a purely nostalgic project. From the start, it was about creating a strong, recognisable brand rather than just importing sweets.
Although Andreas and Erik had mostly socialised before, they decided to take the leap together.
“We didn’t really know each other professionally,” Erik says. “We had met at dinners and social events. But we’ve learned that we complement each other very well. We see the same things, just from different angles.”
Why Thailand?
Launching a retail business in Thailand as a foreigner is rarely straightforward. Both founders describe the administrative process as one of the biggest challenges they have faced so far.
“There’s a lot of paperwork, and things simply take time,” they say. “But that’s just how it is.”
Despite the hurdles, Thailand was an obvious choice. Climate, mindset and a sense of energy are key reasons why Asia feels like home now. They both have a strong connection to Bangkok, a city they describe as energetic, open and constantly evolving.
Andreas moved to Bangkok three years ago, while Erik relocated just three months ago, shortly before the opening of the first store.
“Bangkok is one of the coolest cities in the world,” Andreas says. “The culture, the food, the willingness to try something new – that mindset fits very well with MUMS.”
Before opening their first store, the founders organised a tasting session, inviting Thai friends and contacts to sample the different varieties. The goal was to understand local preferences before committing fully.
Licorice, unsurprisingly, remains a niche product. Sour candy, on the other hand, has been a clear success.
From One Bangkok to CentralWorld
The first MUMS store opened at One Bangkok on 27 October 2025. Less than three months later, the second location opened at CentralWorld. The choice of malls is deliberate.
“Malls are a huge part of life here,” Erik explains. “We want to be where people already spend their time. It also gives us strong exposure.”
So far, around 70 percent of customers are Thai. The rest are mainly tourists, particularly from China and South Korea, along with a smaller but enthusiastic group of Scandinavians who recognise their childhood favourites instantly.
All candy is imported directly from Sweden. The larger One Bangkok store carries around 80 different varieties, while the CentralWorld location offers a more compact selection of approximately 50.
The ambition does not stop here. The plan is to open a new store every three months, gradually expanding across Bangkok and, eventually, into other Asian markets.
“We want to be present in many countries and spread this concept across Asia,” they say.
As customers continue to drift into the CentralWorld shop, tasting sour cherries and foam mushrooms, it becomes clear that MUMS is not only about candy. It is about transporting a small piece of Nordic everyday culture into a new setting – and discovering that it resonates far beyond Scandinavia.
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