The Mall Group held the "Cool-Hearted New Year Soaking" event in Saraphi, featuring competitions of larb and som tam with flair, and a ceremonial hair washing and blessing of elders. The event aims to preserve and advance Lanna Songkran traditions and promote Thai soft power on the international stage.
On 13 April 2026 at Ban Nong Si Chaeng, Nong Faek Subdistrict, Saraphi District, Chiang Mai Province, Khun Nongnuch Namwong, Public Relations Advisor for The Mall Group, chaired the "Cool-Hearted New Year Soaking" ceremony and the traditional Lanna hair washing and blessing of elders. The event was held to continue and preserve cultural heritage, with Phra Theppharat, Chief Monk of Lamphun Province, serving as the religious head. Twelve monks conducted the rituals. Attendees included Mr. Thanin Supasaen, former Governor of Lampang Province, and Associate Professor Dr. Amnat Yusuk, Chairman of the Promotion Committee.University of PhayaoAlong with Dr. Wilasinee Yusuk, Assistant Professor Dr. Nareumnat Khawwanich, and Associate Professor Dr. PhanomKunawongMr. Anucha Saengsawang, Mayor of Nong Faek Subdistrict Municipality, local executives, village heads, women's groups, elders, and many youth from the area also participated. This event is a collective effort to pass Thai culture on to the younger generation.
The Mall Group continues the northern Thai New Year tradition by organizing the “Water Pouring and Hair Washing of Elders” ceremony during the 2026 Songkran Festival. It offers local descendants the chance to pour water and wash the hair of respected elders and community leaders to ask for forgiveness for any wrongs and receive blessings for the new year. This reflects the value of “Family Day” and the warm bonds within the community.
Chiang Mai remains a key destination for both Thai and international tourists during Songkran. This year, the province hosted the 2026 Chiang Mai Songkran Festival to help preserve and develop Lanna Songkran traditions while promoting Thai soft power internationally.
Led by Khun Nongnuch Namwong, Senior Public Relations Advisor of The Mall Group, recognizing the importance of preserving local culture, the group organized the “Water Pouring and Hair Washing of Elders” activity. They invited residents of Saraphi District to join in honoring elders, demonstrating gratitude and respect, and continuing Thailand’s cherished traditions.
Beyond the hair washing ceremony, the event also featured activities to bring joy and encourage the participation of local elders, such as coconut leaf weaving, decorating the venue with traditional Lanna flags and lanterns, northern Thai cooking contests including dishes like Kaeng Ho, Kaeng Khae, and Kaeng Hang Lay, folk song contests, and traditional games — all beautifully reflecting local cultural identity.
Additionally, The Mall Group and Khun Wannachai Suramornrat, owner of Madame Heng soap products, jointly provided scholarships and learning materials to academically outstanding but financially disadvantaged students. They also donated funds to support local families, creating educational opportunities and improving community living standards sustainably. This partnership plays a vital role in preserving Lanna culture and passing on the values of Thai traditions from generation to generation.