Mr. Chiva Laphintangsutthi, Retail Curator, said about the launch of 1981 Soul & Sold that amid rapid global change, a noteworthy trend is younger generations turning back to memories of the past—not to escape reality but to find new inspiration.
Research from GWI Zeitgeist — January 2023 by the British consumer research firm Global Web Index (GWI) shows that 50% of Gen Z feel nostalgic about media and culture from previous decades because it offers a sense of calm and identity compared to the fast-paced digital world.
Meanwhile, the SCB Economic and Business Research Center indicates that Thailand’s secondhand fashion (resale) market was valued at 1.8 billion baht in 2023, growing 20% from the previous year, and is expected to expand 15% annually through 2027. Regionally, the Asia-Pacific resale fashion market is projected to grow from USD 16.2 billion in 2023 to USD 47.4 billion by 2032, according to Credence Research.
Additionally, marketing campaigns based on the Newstalgia concept achieve twice the engagement of regular advertisements, with 70% of consumers reporting greater trust in brands that communicate with a nostalgic spirit (source: Nostalgia Marketing Report 2026).
Considering changes in Gen Z consumer behavior, along with Gen X and Gen Y who reminisce about their youth, 1981 Soul & Sold appeals not just as a shopping center but as an ecosystem of Newstalgia designed as Thailand’s first Newstalgia Marketplace & Culture Hub. Thus, the significance of '1981' is not about looking back but about starting anew on the original foundation—the former The Mall Ramkhamhaeng building that once shaped the culture of Ramkhamhaeng Road.
“The target audience is younger generations seeking meaning over speed. Gen Z and Millennials, the fastest-growing consumer groups globally, are shifting from buying new items to searching for products with stories, values, and identity—exactly what 1981 Soul & Sold perfectly offers,” he explained.
The 1981 Soul & Sold project, with a 1.3 billion baht investment over 100,000 square meters, features compelling design and key highlights, including YAANALOG, an elevator redesigned in an analog style—not just a means between floors but a symbol of the Newstalgia concept that brings past spirits into tangible experiences.
The project space is designed as a cultural ecosystem linking fashion, music, technology, art, lifestyle, and community. It is divided into eight zones: Fashion and Accessories; Music and Media; Analog and Tech Nostalgia; Art, Craft and Design; Collectibles and Memorabilia; Lifestyle Services; Food and Beverage; and Community Anchors.
Beyond these eight fashion zones, visitors will find 1981 Gourmet Eats, a new culinary and hangout hub in Ramkhamhaeng featuring famous restaurants and street food vendors such as Ochaam Dry Rice Soup from Ekkamai, Fu Cheng Hainanese Chicken Rice, Iron Pan, Ann Roasted Chicken, Kalanan Herbal Boat Noodles, Shouua56 (Japanese style), Five Star Grilled Chicken, Potato Corner, Fresh Me, At COCO, Monster Crepe, Traditional Fried Bananas, Babin Gusto, Starbucks, ONE TO TWO Coffee, and over 150 other shops. The 1981 Soul & Sold project aims to revive the Ramkhamhaeng area with fun starting 2 July, open daily from 11 a.m. to 10 p.m.
Partnering with Six Organizations Saha Pathanapibul Group, through Shop Global E-Commerce Co., Ltd., has joined forces with six partner organizations: Thailand Post Co., Ltd., Digital Worldwide Co., Ltd., the Thai SME Promotion Council (SME Council), the Big Data Institute (Public Organization), the Office of Small and Medium Enterprises Promotion (OSMEP), and Techsos Media Co., Ltd., to declare their collaboration.
Under the Thailand Best X project, they aim to develop a digital trade ecosystem for Thai entrepreneurs, linking businesses, products, data, logistics, technology, and consumer networks comprehensively. This initiative seeks to enhance the competitiveness of Thai entrepreneurs, especially SMEs, enabling them to grow strongly in the digital economy era.