The Mall Group launches Great Happy New Year 2027 campaign in Bangkok
The Mall Group has launched the Great Happy New Year 2027 campaign, running from 6 November 2026 to 10 January 2027, targeting shoppers, families and tourists in Bangkok with festive attractions and promotions.
In this story
At a glance
- What changes
- A 600‑million‑baht festive campaign aims to boost mall visits by about 20%
- Timing
- Campaign runs from 6 Nov 2026 through 10 Jan 2027
- Who is affected
- Domestic holidaymakers, international tourists and families visiting Bangkok malls
The details
- Announced by
- The Mall Group
- Takes effect
- 6 November 2026
Campaign launch and objectives
The Mall Group announced on 6 November 2026 a festive programme called the Great Happy New Year 2027 campaign. The initiative is backed by a 600‑million‑baht investment and seeks to raise daily footfall in participating Bangkok shopping centres by roughly 20 percent compared with normal levels.
Key attractions and participating venues
The campaign features British Mr. Men and Little Miss characters, seasonal decorations, interactive installations and family‑friendly activities. Eight major retail locations are involved, including The Mall Lifestore Bangkapi, Bangkae, Ngamwongwan, Tha Phra and the central properties Emporium, EmQuartier, EmSphere and Paragon.
- Mr. Men and Little Miss themed displays and merchandise
- Giant Christmas tree over 15 m high at Bangkapi
- Happiness Headquarters immersive experience at Bangkapi from 4 Dec 2026 to 5 Jan 2027
Target audiences and expected impact
The programme is designed for domestic holidaymakers, international visitors and families. The Mall Group expects domestic tourism to play a larger role as some Thai travellers choose local outings over overseas trips. International shoppers already account for 40‑50 percent of daily traffic at the group’s central Bangkok malls.
- Goal of about 100,000 daily visitors at Bangkapi, up from 70‑80 000
- Promotions aim to encourage spending beyond entertainment visits
What this means for travellers
Trip planning
- Travelers with existing Bangkok mall itineraries should check individual venue schedules for character attractions and special events.
- Visitors planning to shop during the festive period can expect longer opening hours and higher crowd levels at participating malls.
Cost and documents
- No additional entry fees or visa requirements are introduced by the campaign.
- All promotions and attractions are included with regular mall admission; no extra tickets are required.
What you need to do
- Check the specific Mall Group website for each location to confirm dates of attractions before travel.
- Consider booking dining or entertainment slots early, as popular venues may fill quickly during the campaign.
Who this affects
-
Domestic holidaymakers
The campaign targets Thai residents who may choose local shopping centres for festive outings.
What to do Review mall event calendars to plan visits around the new attractions.
-
International tourists
Foreign visitors represent 40‑50 percent of foot traffic at central Bangkok malls and are a key audience for the festive programme.
What to do Include mall visits in travel itineraries to experience the themed installations.
-
Families with children
Character‑themed attractions and interactive activities are designed to appeal to children and parents.
What to do Plan visits to locations featuring Mr. Men and Little Miss displays for family-friendly entertainment.
-
Retail shoppers
Promotions and seasonal discounts are part of the campaign to encourage purchases.
What to do Take advantage of festive sales and promotional offers during the campaign period.
Frequently asked questions
When does the Great Happy New Year 2027 campaign start and end?
The campaign begins on 6 November 2026 and runs through 10 January 2027, covering the Christmas and New Year holiday period.
Which Bangkok malls are part of the festive campaign?
Participating venues include The Mall Lifestore Bangkapi, Bangkae, Ngamwongwan, Tha Phra, Emporium, EmQuartier, EmSphere and Paragon Department Store.
What new attractions are being offered during the campaign?
The programme introduces Mr. Men and Little Miss themed displays, a 15‑metre Christmas tree at Bangkapi, and the Happiness Headquarters immersive experience from 4 December 2026 to 5 January 2027.
Is there an extra fee to access the festive attractions?
No additional charges are required; the attractions are included with normal mall entry and do not need separate tickets.
How much higher foot traffic does The Mall Group expect?
The company targets roughly a 20 percent increase in daily visitor numbers across its participating shopping centres during the campaign.
