Ms. Woralak Tulaporn, Chief Marketing Officer of The Mall Group Company Limited, stated that data from the Creator & Fan Economy industry report shows this market is worth hundreds of billions of dollars globally and continues to grow at double-digit rates annually, reflecting modern consumers’ readiness to support content, artists, and characters with whom they feel connected.
In Thailand, fandoms are highly engaged communities with significant spending power across products, activities, and experiences. The Mall Group is building on this success by developing a summer platform enhanced both in Emotional Marketing and Strategic Retail Models.
The principles of redefining the shopping experience for this campaign are based on three main concepts to Redefine Shopping Experience:
1. Screen to Space involves bringing popular mascots, content, and characters into real-world spaces, allowing consumers to experience them beyond the screen. This includes creating the House of Friends with a Summer House Landmark over three stories tall at The Mall Lifestore Bangkapi, located in the M Grand Hall on the ground floor, complemented by numerous fun features.
These include a Giant Ball Pool Slider, Summer Adventure Maze, and Fountain of Fortune, as well as the Friends’ Exhibition showcasing stories of 27 GMMTV Fandom Characters to deepen fan connections. Additionally, the GMMTV SHOP pop-up store offers fans exclusive memorabilia and collectibles from their favorite characters throughout March.
2. Series of Happiness features continuous summer activities designed to encourage repeat visits and increase time spent within the mall. Events take place across all branches throughout March, including the GMMTV Fandom Characters Parade, Exclusive GMMTV Party, and SCHOOL BAND performances.
3. Cross-Industry Activation involves special events featuring GMMTV Fandom Characters, widely recognized and popular in the entertainment industry, integrating the Retail Ecosystem systematically with the Fandom Ecosystem.
Ms. Woralak added that THE MALL LIFESTORE SUMMER-CATION 2026: HOUSE OF FRIENDS is not merely a promotional campaign but a strategic retailtainment initiative. They view fandoms as a New Economic Driver capable of generating traffic, engagement, and spending simultaneously, aiming to increase foot traffic by at least 15% compared to the same period last year.
This campaign is not just a seasonal event but a clear sign of The Mall Group’s strategic shift from a shopping center to an entertainment-driven lifestyle destination, reflecting consumers’ preference for meaningful experiences where they invest their time and money.
Nanyang Free Fire Garena Online (Thailand) Company Limited, operator of the global mobile Battle Royale game Free Fire, announced a major collaboration with Nanyang Marketing Company Limited to launch a limited-edition shoe under the special collaboration Nanyang x Free Fire. This collection blends the heritage style from previous generations with contemporary fashion inspired by the gaming world, enabling the new generation to carry on the legendary coolness in their own style through Free Fire’s universe.
This partnership perfectly connects Thai gamer culture and street fashion through a limited-edition shoe designed to meet the lifestyle needs of young people both in-game and in real life. The special edition shoe will be available for pre-order from 2 to 9 March 2026 through Nanyang’s retail outlets and designated online channels (limited quantities), with exclusive in-game privileges for purchasers during the launch period.
Major Awards Received: Mr. Pitak Ratchakitprakarn, Chief Executive Officer and Managing Director of PTG Energy Public Company Limited (PTG), expressed his honor at receiving four major awards from the Future Trends Awards 2026. The awards recognize organizations and leaders who dare to innovate, transform, and shape the future direction of business and society by achieving business success alongside social responsibility, aligning with PTG’s vision and commitment to sustainability through a people- and experience-focused strategy.
PTG’s primary goal is to build a sustainable organization starting with its employees, elevating its strategy from brand building to creating customer experiences by integrating the ecosystem of Thai brands to facilitate superior services.
Receiving all four awards reflects PTG Energy’s dedication to sustainable organizational growth while inspiring employees and new-generation leaders. The company continues to develop innovations and a positive work environment to enhance employee potential and build a stable future for all stakeholders, emphasizing human resource development through fostering a strong corporate culture and providing employees opportunities to fully realize their capabilities.