Marketing Southeast Asia

The Mall Group launches “KUDTHAI” to fuse culture and commerce during Songkran

by Sharona Nicole Semilla

-

April 14, 2026

Our What’s NEXT in Marketing 2026 Conference Series returns to the Philippines, Singapore, Hong Kong, Indonesia, Malaysia—and for the first time in Thailand! Brace yourself for bold ideas driving the next marketing wave. Click here to learn more!

Bangkok, Thailand – The Mall Group has launched a new retail and cultural showcase in Songwat, seeking to tap into Songkran-driven tourism and rising interest in experience-led commerce.

The initiative, “KUDTHAI 2026”, debuted as a pop-up from April 9 to 12 at Lost in Songwat, coinciding with Songkran, one of Thailand’s peak travel periods. It is being staged in partnership with the Tourism Authority of Thailand.

The showcase brings together Thai brands, artisans, and food vendors under a curated format aimed at both domestic and international visitors, as operators look to package local culture into more structured retail experiences.

The launch marks the first time The Mall Group has extended its format beyond its core mall assets into an emerging neighbourhood.

Songwat, a former trading district along the Chao Phraya River, has in recent years attracted independent retailers, creative businesses, and tourists seeking alternatives to traditional shopping centres.

The programme also runs in parallel across Bangkok’s EM District—spanning Emporium, EmQuartier, and Emsphere—from April 8 to 19, linking heritage locations with established retail hubs.

At the EM District, a separate activation, “EM District Thai Hansa Maha Songkran: A Summer of Thai Celebration”, features themed markets, water installations, and in-mall events designed to increase footfall during the holiday period.

A segment called “Little Song Wat” brings food vendors from the Songwat area into the malls, extending the concept across locations and reinforcing ties between the district and Bangkok’s commercial centres.