The Mall Group has reaffirmed its position as Thailand’s foremost retail developer through the unveiling of the “JOY LUCK LOVE CHINESE NEW YEAR 2026″ initiative. Envisioned to elevate the festivities beyond tradition, the campaign redefines retail spaces into dazzling “Chinese Festive Destinations” that flawlessly blend heritage, belief, and modern lifestyle.
Centred on the concept “Year of the Fire Horse: Soaring Toward Success,” the celebration runs from January 30 to March 4, inviting visitors to participate in a grand spectacle which marks a fresh chapter and looks forward to the promise of abundance in the coming year.
Patrons can immerse themselves in the New Year vibes with an exceptional assortment of promotions, cultural showcases, and dining experiences offered across The Mall Lifestore locations as well as at Emporium, EmQuartier, EmSphere, and Paragon Department Store.
Chinese New Year Keeps Spurring Social and Economic Expansion
The Lunar New Year is a time-honoured hallmark of Thailand’s annual calendar, especially within Thai-Chinese households where family bonds and respect for elders are venerated values. Today, the event also operates as a leisure-driven period, influencing gastronomic favourites, travel selections, entertainment preferences, and consumer purchasing habits.
In response to the change, The Mall Group chose to assign a 240-million-baht investment to enrich the festival, supported by a range of activities reinforcing its community-focused impact while adeptly upholding tourism and bolstering initiatives throughout the duration.
To expand its cross-border reach, the company has teamed up with major Chinese digital, finance, and lifestyle firms, including Alipay, UnionPay, WeChat Pay, and Trip.com, offering a seamless customer journey, perfectly catering to both Thai and international audiences.
Ms. Voralak Tulaphorn, Chief Marketing Officer at The Mall Group (shown on the left in the first picture above), believes the beloved Chinese gathering is not just a commercial affair but also a profound moment for families to reconnect and spend cherished time together.
She noted that experiences shaped by true consumer insight naturally stimulate spending and travel, thereby transforming the festivals into a splendid destination people anticipate visiting every year. The philosophy increases the brand’s broader mission of developing a comprehensive retail ecosystem which goes beyond the confines of traditional shopping.
This effort is expected to generate more than 4.2 billion baht in economic turnover across participating locations, further spotlighting its role as a top driver of seasonal expenditure, visitor volumes and tourism-led growth nationwide throughout the celebratory timeframe.
Celebrating Culture While Paying Tribute to Modern Ways of Living
Built on three major pillars — JOY, LUCK, and LOVE — the campaign is designed to reflect consumer behaviours. JOY centers around global partnerships bridging online and offline encounters, highlighted by a collaboration with streaming firm iQIYI that recreates scenes from the hit C-drama “How Dare You” at The Mall Lifestore Bangkapi for younger patrons.
Meanwhile, LUCK takes shape as a symbol of cultural trust, illustrated through a replica of the century-old Guan Yu Temple showcasing three postures, housed at The Mall Lifestore Ngamwongwan, with Master Khatha Chinbanchorn spearheading the sacred ceremonies.
This theme extends into the culinary landscape, where more than 3,000 auspicious menu items, including specialities from Michelin Guide-recognised restaurants, welcome guests to mark the next season in food, flavour, and heartfelt memories shared around the table.
Underscoring the strength of family ties and emotional depth, LOVE prioritises meaningful engagement, leveraging the widespread popularity of the “Boy Love” trend to drive traffic during the festive period. Top stars such as Tle & FirstOne, Mos & Bank, and Pond Naravit will make appearances across multiple The Mall Lifestore locations to captivate followers.
A terrific programme of discounts rounds out the celebrations, granting M Card and credit card holders up to 7,600 baht in M Cash Coupons. From February 13–17, visitors spending 25,000 baht will be awarded an exclusive “Year of the Horse” gold bar worth 6,000 baht!
Bringing together dining options, terrific promotions, and a host of feature attractions, this campaign reinvents the Chinese New Year as an intimate gathering — one that embraces tradition deeply whilst also nurturing togetherness and contemporary lifestyle aesthetics.
