Bangkok Marks Chinese New Year 2026 with Citywide Cultural and Retail Campaign
Voralak Tulaphorn Chief Marketing Officer, The Mall Group
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Bangkok will host a series of cultural and retail activities for Chinese New Year from 12–22 February 2026, reinforcing its position as a regional destination during the Lunar New Year travel period.
While Songkran is Thailand’s traditional New Year, Lunar New Year is widely observed across the country, reflecting longstanding Thai-Chinese heritage. The period draws domestic and international visitors and contributes to seasonal travel and retail activity.
The Mall Group, operator of Siam Paragon, Emporium, EmQuartier, Emsphere, and The Mall Lifestore, will organize a multi-venue campaign in collaboration with the Tourism Authority of Thailand and the Ministry of Culture, alongside partners including Trip.com, UnionPay, Alipay, WeChat Pay, and iQIYI.
Held under the theme Joy, Luck, Love, the programme will include cultural installations, retail promotions, food showcases, and entertainment activities across participating venues.
Highlights include an experiential installation developed with iQIYI inspired by a Chinese drama series, as well as a replica of the Guan Yu Heavenly Temple, allowing visitors to participate in traditional rituals associated with the Lunar New Year.
Food-related programming will feature more than 3,000 dishes from restaurants and Michelin Bib Gourmand-listed establishments across The Mall Group’s destinations. At EM District, the Chinese Boulevard Food Market and Yunnan cultural showcases will present regional cuisine, crafts, and workshops.
To support inbound travel, The Mall Group will introduce tourist privileges from late January through early March 2026, including shopping incentives and rewards for international visitors.
Organisers stated that the campaign aims to integrate cultural observance with tourism and retail activity, positioning Bangkok as a destination for Lunar New Year travel in the Asia-Pacific region.
Bangkok will host a series of cultural and retail activities for Chinese New Year from 12–22 February 2026, reinforcing its position as a regional destination during the Lunar New Year travel period.
While Songkran is Thailand’s traditional New Year, Lunar New Year is widely observed across the country, reflecting longstanding Thai-Chinese heritage. The period draws domestic and international visitors and contributes to seasonal travel and retail activity.
The Mall Group, operator of Siam Paragon, Emporium, EmQuartier, Emsphere, and The Mall Lifestore, will organize a multi-venue campaign in collaboration with the Tourism Authority of Thailand and the Ministry of Culture, alongside partners including Trip.com, UnionPay, Alipay, WeChat Pay, and iQIYI.
