Bangkok, Thailand – The Mall Group will stage its Chinese New Year activation under the theme Joy, Luck, Love, running from 12 to 22 February across its flagship shopping centres, including Siam Paragon, Emporium, EmQuartier, and Emsphere.
The event is developed in partnership with the Tourism Authority of Thailand, the Ministry of Culture, and corporate partners such as Trip.com, UnionPay, Alipay, and WeChat Pay.
Key features from the festival include an immersive display based on a popular Chinese drama that will be installed in collaboration with iQIYI, as well as a replica of Guan Yu Heavenly Temple where visitors can practice traditional rituals for good fortune.
Food and shopping experiences will also be available for visitors, with over 3,000 dishes curated from local restaurants and Michelin Bib Gourmand-listed establishments across The Mall Group properties. The EM District will additionally host the Chinese Boulevard Food Market and Yunnan cultural showcases, featuring regional cuisine, crafts, and interactive workshops.
Privileges for international travellers will also be available in the form of shopping rewards and cash incentives until March 2026.
The activation underscores the cultural significance of Chinese New Year in Thailand, particularly within the Thai-Chinese community. The Mall Group said the festival aims to drive both travel and consumer activity in the country, offering locals and tourists a combination of cultural, entertainment, and retail experiences during the Chinese New Year period.
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