Entering a period filled with vibrant colors and enchanting lights and sounds, three retail giants have brought world-renowned characters to create kingdoms of happiness nationwide this year-end, aiming to stimulate the tourism economy, encourage Thai people to go out, and attract foreign visitors.

Transforming four Disney-themed fairy tale kingdoms.

Starting with Central Pattana, which has partnered with the Tourism Authority of Thailand and The Walt Disney Company Thailand, investing over 800 million baht to create a global happiness phenomenon to close the year with the campaign "The Magical Stars." They have created four Disney-themed fairy tale kingdoms,

featuring iconic Christmas trees and "Mickey and Minnie" mouse statues, each three meters tall, dressed in traditional Thai fabric, Disney The Magical Stars 2026 at centralwOrld, Magic Town themed on Mickey Mouse, and Magic Castle themed on Disney princess castles. This initiative supports Thailand’s year-end economic and tourism recovery through the Festival Economy concept, invigorating tourism and connecting happiness from Central shopping centers nationwide.

They also showcase the unique "The Magical Thai Pride" Christmas trees, crafted by communities across Thailand, commemorating the royal benevolence of Her Majesty Queen Sirikit, the Queen Mother, and continuing her royal mission to promote Thai arts and crafts on the global stage.

CentralWorld brings together Disney characters from around the world in one place,

including Mickey Mouse, Minnie Mouse, Donald Duck, Goofy, Pluto, Disney princesses, Toy Story, Zootopia, and Frozen, as well as princess castles. This is the largest Disney-themed event outside of Disney parks in Asia, covering over 3,500 square meters. It features seven spectacular zones, immersing visitors in a magical Disney world and allowing close encounters with beloved characters in the village. 1. Mickey & Friends: Experience the first snow and receive postcards at "A Journey of Magic in Amazing Thailand" house. 2. Toy Story 3. Zootopia 4. Stitch 5. Frozen 6. Disney Princess Castle replica at Central Court. 7. Celebrating 20 years of Hong Kong Disneyland Resort with a 5-meter tall Mickey Mouse inflatable in a special design. Currently, more than 200,000 visitors come to celebrate at CentralWorld daily. . . .

Bringing Mickey & Friends nationwide smiles at 24 Central branches,

delighting fans of Mickey Mouse, Minnie Mouse, Donald Duck, Daisy, and Goofy across the country under the "Magic Town" theme. Each center features uniquely decorated Mickey & Friends displays, offering impressive photo landmarks such as giant Mickey & Minnie inflatables, 3-meter tall plush dolls, and the Mickey Head Shape landmark. Locations include Rama 2, Rama 3, Rama 9, Ladprao, Pinklao, Eastville, Westville, Chaengwattana, Ramintra, Salaya, Nakhon Pathom, Rayong, Si Racha, Chanthaburi, Khon Kaen, Ubon, Udon, Chiang Mai, Nakhon Sawan, Lampang, Phitsanulok, Hat Yai, Samui, and Phuket.

For the first time in Thailand, Disney princess castles are replicated at 17 Central branches nationwide.

‘Magic Castle’ stands over 8 meters tall with an immersive design allowing visitors to enter and experience it firsthand. It features princesses such as Aurora from Sleeping Beauty, Ariel from The Little Mermaid, Belle from Beauty and the Beast, Rapunzel from Tangled, Cinderella, and Queen Elsa from Frozen. Each branch also has Disney princess statues as photo landmarks, preserving magical moments across 17 Central locations including Rama 2, Rama 3, Rama 9, Ladprao, Eastville, Westgate, Pinklao, Nakhon Pathom, Rayong, Ayutthaya, Korat, Udon, Chiang Mai, Nakhon Sawan, Lampang, Phitsanulok, and Phuket.

Unique in the world, "The Magical Thai Pride" is a signature Christmas tree featured in 9 Central branches alongside nationwide tribute activities. For the first time in Thailand, 3-meter tall Mickey and Minnie Mouse statues wear Thai fabric outfits showcasing regional textile patterns from eight provinces. The campaign enriches the year's magic moments with the 'Magic Stars Troop' parade and Meet & Greet events with Mickey and Minnie.

Simultaneously, Central Department Store has launched “CENTRAL SEASON OF GIVING 2026,” the year's most comprehensive gift festival, elevating shopping, events, and CSR initiatives as THE WORLD OF GIFTS, Thailand's premier gift destination.

Central Department Stores under Central Retail, in collaboration with Central The 1 credit card, reinforce their status as the top gift shopping destination with the year-end campaign “CENTRAL SEASON OF GIVING 2026.” This invites consumers to explore a world of gift shopping that fulfills all needs across all Central locations. They offer the best discounts and deals from leading credit cards and partner brands, alongside over 50 special nationwide highlights and up to 50% off deals from now until 4 January 2026 at all Central branches and on the Central app.

MONCHHICHI x THE MALL GROUP

Meanwhile, The Mall Group reinforces its vision as a retail leader focused on creating joyful consumer experiences by investing 500 million baht in the campaign “MONCHHICHI x THE MALL GROUP THE GREAT NEW YEAR 2026.” This collaboration features the globally beloved Japanese character “Monchhichi,” presenting a new year festival experience blending Thai warmth with Japanese soft power for the first time in Southeast Asia, from 6 November 2025 to 11 January 2026 at The Mall Lifestyle Store branches, Emporium, Paragon Department Store.

The 2026 New Year campaign is special, enhancing Thailand's New Year celebration to international standards, promoting Bangkok and Thailand as the regional landmark for New Year festivities. This marks a significant integration of cultural soft power with the retail industry.

The campaign partners with Sekiguchi Company, creator of Monchhichi, marking the first collaboration outside Japan. The campaign highlights the joyful experience with the globally loved fluffy monkey character, popular for over 50 years and continuously trending, under the campaign MONCHHICHI x THE MALL GROUP THE GREAT NEW YEAR 2026.

This new form of joyful experience blends Japanese spirit with Thai warmth, representing experience marketing that merges a global brand with local Thai culture. It taps into the growing art toy and character celebrity market worldwide, appealing to Millennials and Gen Z consumers who view collectibles as both art and self-expression.

Monchhichi is the highlight of this New Year festival.

The festive atmosphere features 'Monchhichi Christmas Theme' decorations and Monchhichi characters printed on special gift wraps and shopping bags designed exclusively for this festival at The Mall Lifestyle Store, Emporium, and Paragon Department Store.
Premium Monchhichi Limited Collection items such as bottles, blankets, tote bags, shopping bags, and tumblers are available when shopping within the campaign at The Mall Lifestyle Store, Emporium, EmQuartier, EmSphere, and Paragon Department Store. Special privileges are offered to M Card and Bangkok Bank M Visa members under specified conditions.
The Monchhichi Thai Thai Collection, an exclusive first launch in Thailand, is available only at BETREND departments within The Mall Group stores. It features authentic Japanese licensed products and Thailand-exclusive items like Monchhichi in Muay Thai outfits, baby elephants, Thai school uniforms, and The Mall Group Holiday Collection including fashion and lifestyle gifts from Take Toys, the authorized Monchhichi license holder and distributor in Thailand.
Monchhichi Holiday Store - The first-ever pop-up concept store in Thailand runs at Emporium Department Store, 1st floor, from 13 November to 10 December 2025. This unique pop-up gathers the best Monchhichi products and joyful experiences, reinforcing The Mall Group's leadership as a joyful gifting destination. It features Thailand-exclusive collections, The Mall Group Holiday Collection, and first launches from Take Toys, with gifts, fashion, lifestyle items, Monchhichi Meet & Greet activities, surprise prizes worth over 200,000 baht, and exclusive Japanese-style furoshiki gift wrapping services when spending meets criteria.
The Monchhichi Christmas Town Experience Event at The Mall Lifestyle Store Bangkapi from 4 December 2025 to 4 January 2026 offers diverse experiences with Monchhichi characters, including a 12-meter tall Christmas Monchhichi and a giant Monchhichi taller than a two-story building, plus activities like Monchhichi Carousel, Monchhichi House, Immersive Infinity Room, and Monchhichi Express Station.
Monchhichi LINE stickers.

Siam Paragon, Siam Center, and Siam Discovery launch "The Magical Celebration 2026" festival.

Regarding Siam Paragon, Siam Center, and Siam Discovery, the global destination in central Bangkok, they offer experiences that bring warmth and happiness to welcome everyone to share special moments with the campaign "The Magical Celebration 2026." This invites everyone to marvel and enjoy the charm and beauty of three Christmas tree styles, reflecting creativity and celebrating together amid impressive festive atmospheres from now until 11 January 2026.

Siam Paragon The Magical Celebration 2026

Starting at Siam Paragon, a world-class landmark catering to future lifestyle in all dimensions, committed to delivering spectacular new phenomena in the retail world, offering beyond-expected experiences. Marking 20 years as a favorite for Thai shoppers and tourists worldwide, it transforms the year-end atmosphere into a winter wonderland under the concept “Mystery Wonderland” Christmas 2025, a fantasy land combining elegance, tranquility, and boundless imagination. It expresses the beauty of the festive season through art and dazzling decorations throughout Siam Paragon. The JEWEL area on floor M is transformed into the “Fountain of Wonder,” a crystal fountain flowing downward, stunning as if time has stopped.

During the festive season, Siam Paragon also prepares many special activities to celebrate the season’s magic, including special shows from Italy and France that transform Park Paragon into a realm of advanced imagination, alongside spectacular lighting and fantasy photo spots.

POP LAND EXCLUSIVE FESTIVE EVENT IN THAILAND

Additionally, highlighting the art toy scene, Siam Paragon partners with POP MART THAILAND to host the world's largest outdoor pop-up event, “POP LAND EXCLUSIVE FESTIVE EVENT IN THAILAND,” featuring the magnificent POP LAND castle as the main landmark and popular figures like MOLLY, SKULLPANDA, and HIRONO. For the first time in Thailand, POP MART’s Christmas tree decorated with beloved character icons brings joy and brightness to the year-end festivities.

On the occasion of Siam Paragon’s 20th anniversary, they offer a special gift for those born in 2005 (age 20) on 29-30 November 2025: a free TWINKLE TWINKLE TWIN MANGO YUZU Ice Cream valued at 190 baht (limited to one per person per day, 500 prizes per day, totaling 1,000 prizes during the promotion).

The Magical Celebration 2026 at Siam Center

Next, Siam Center, a city of cutting-edge ideas, welcomes the joyful year-end festival with The Magical Celebration 2026 at Siam Center, a campaign combining “Thai” identity and “fun” through art and design by northeastern Thai graffiti artist Redmuuk - Peeraphong Sonpong. It portrays local Thai culture with a contemporary Thai twist, reinforcing Siam Center’s stance as The THAIdeaopolis – a metropolis of Thai creativity. The campaign includes creative partner activities and entertainment from now until 11 January 2026.

Throughout the festive season, highlights include year-end celebrations blending Thai tradition and fun in every aspect, such as the iconic Thai Christmas Tree by Redmuuk inspired by the 'seven-color cloth tying tree,' a symbol of faith in Thai culture. It is decorated with playful Thai characters like Nang Kwak, Thai cat, and spirit house, linking Thai beliefs with Western Christmas symbols. The campaign also includes the Art of Thai Art Space & Interactive Wall for photo sharing and creative experiences, the return of Absolute Siam Store x CEA – Neighbourmart Pop! with inspiring workshops and new festival products.

Enjoy special festive menus through the campaign Siam Center | TikTok The Festive Feast #เมนูดังสยามเซ็นเตอร์, inviting top TikTok creators to collaborate with popular restaurants within the center to create exclusive New Year menus from now until 30 November 2025.

For those seeking meaningful gifts this festive season, find exclusive collections from newly opened brands within the center such as CHAN, CROCS, MERGE, PAÑPURI, and VIVAIA, with promotions enhancing the shopping experience.

Siam Discovery’s “Kinetic Kaleido Christmas Tree”

Finally, at Siam Discovery’s The Exploratorium, the upcycled “Kinetic Kaleido Christmas Tree” is designed under the concept The Cosmic Origami of Light. It features delicately layered origami shapes resembling a kaleidoscope moving with the wind, creating a beautiful, living cosmic light art experience. It incorporates sustainability, supported by GC, by transforming recycled PET plastic bottles into shimmering snowflakes and designing wind turbines decorating the tree. The installation runs from now until 11 January 2026 at Discovery Plaza, Siam Discovery.

Additionally, Siam Discovery serves as a Gifts Destination where visitors can find gifts for special people, including clothing from Discovery Selection, famous fashion brands on ground and M floors, Japanese lifestyle shop LOFT, a variety of gadgets at Digital Lab, and dining at Flavor Lab on the 3rd floor. Fun experiences are available at Player Box and EGEND HEROES SPORTS on the 4th floor. Gift Wrapping Stations offer exclusive wrapping paper designs available only at Siam Discovery.

A grand countdown phenomenon uniting forces to celebrate Thailand's global appeal.

Iconsiam hosts

“Amazing Thailand Countdown 2026,” under the concept “A GLOBAL PHENOMENAL CELEBRATION AT THE ICON UNRIVALED - A grand countdown phenomenon uniting forces to celebrate Thailand captivating the world.” This collaboration involves government, private sector, and civil society, along with major domestic and international partners, to create a world-class year-end celebration along the Chao Phraya River. The event offers extraordinary experiences including the 4D Sky show “In Eternity Reverence” honoring Her Majesty The Queen Mother. This tribute commemorates the royal benevolence of Her Majesty Queen Sirikit with the world’s first grand 4D sky performance featuring eco-friendly fireworks, drone displays, and spectacular pyrotechnics over the Chao Phraya River by Crostars, a leading Chinese drone show company, and Okuchi Yoshimasa, an award-winning Japanese eco-fireworks director. The show lasts over 20 minutes on New Year's Eve, 31 December 2025.

The Unrivaled Global Performance: Where The Best of Thailand Meets The Best of The World. This grand night unites the finest of Thailand and the world with special surprises from global artists collaborating with iconic Thai performers to create legendary moments and offer unforgettable entertainment experiences worldwide on 31 December 2025.
The Unrivaled Global Celebration - Endless Riverfront Entertainment Arena is the largest world-class entertainment phenomenon along the Chao Phraya River. Iconsiam transforms River Park into the largest dance floor with exciting atmospheres provided by renowned DJs, allowing everyone to fully enjoy the rhythm of happiness.
Over 200 top Thai artists participate, including Keng-Namping, Lingling-Om, Zee-Nunew, Tul-First One, BUS because of you i shine, Proxie, Jeff Satur, Bodyslam, Slot Machine, Three Man Down, Y2Z, 4EVE, PiXXiE, ATLAS, DEXX, URBOYTJ, CIR*CRL, The 52 Area, CD x Nara, DJ Paul Sirisant, DMD BOYS, XEBIS ENTERTAINMENT, Laz1, artists from I AM and WAYDAY, and PROJEXT52 artists like Leesaw Theerathep, ANGEL ANGIE, Fluke Pongsapat, and DRiPA.
Mega Bangna,

the largest shopping destination in eastern Bangkok, launches the major year-end campaign “MEGA SEASON OF GIVING 2025,” building on the concept YOUR EVERYDAY MEETING PLACE. It enriches daily life experiences by collaborating with leading brand partners to create comprehensive lifestyle and shopping experiences including “Shop” with special promotions, “Share” with photo opportunities at the special landmark THE SPACE SANTA, sharing festive warmth, and “Chill” with the grand MEGA COUNTDOWN 2026 music festival featuring a parade of famous artists packed on stage. The concept “THE GIFT FROM GALAXY” tells the story of Santa Claus traveling across the universe searching for gifts to deliver smiles and magical experiences to everyone at Mega Bangna. It features futuristic designs combining space imagination with Christmas warmth: the GALACTIC CHRISTMAS TREE shining like thousands of stars from a galaxy; SANTA’S SPACE ROCKET carrying gifts and joy to visitors; STELLAR PANORAMA ZONE for cosmic photo opportunities; and the TOA SPACE GIFT zone.

Additionally,

Seacon Square is ready to spread happiness welcoming the New Year with the much-anticipated “SEACON COUNTDOWN 2026” free two-day concert. The line-up includes popular artists fans have awaited. On 30 December, performances by Yes Indeed, Bamm, and Proxie. On 31 December, performances by Poly Cat, Three Man Down, culminating with a countdown to 2026 alongside ModernDog. The event includes a spectacular fireworks display at Seacon Square front plaza on Srinakarin Road. Follow marketing news with Thairath Money at

https://www.thairath.co.th/money/business_marketing

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