The expansion of modern trade retailing brought new retail formats, but also the introduction of private label brands. While reports sometimes have listed Thailand as being among the fastest growing markets in the world for PL, these are misleading, as the growth moved from 0 to roughly 1% over a period of more than ten years. It seems more a case of retailers expanding their SKUs and pushing PL rather than widespread acceptance of PL by consumers, although there does seem to be uptake by the HoReCa market. Street vendors are small entrepreneurs operating their business on the street and are a part of daily life for many people, especially in a big city like Bangkok, where the number of official street vendors was approximately 21,084 vendors in 2012 (BMA 2012), with a market value estimated at 79,872 million Baht (roughly US$ 2.4 million) (Khongkaew 2014). This research explores the awareness and trial of private label brands among street vendors in Bangkok.