The Mall Elevates Chinese New Year with Massive Campaign to Boost Consumer Spending

The Mall Group has allocated 240 million baht for its first major campaign of the year, 'JOY LUCK LOVE CHINESE NEW YEAR 2026', aiming to elevate Chinese New Year as an economic and tourism stage. The campaign will run from January 30 to March 4, 2026, designed to create a comprehensive festive experience by integrating culture, beliefs, tourism, and lifestyle. By partnering with global Chinese brands like Alipay, UnionPay, WeChat Pay, and iQIYI, the group seeks to create a unique retail ecosystem. The campaign anticipates generating over 4,200 million baht in economic circulation and expects a 15% increase in mall visitors compared to normal periods. The strategy focuses on three key axes: JOY (ecosystem and partnerships), LUCK, and LOVE, targeting both Thai consumers and international tourists.