THE MALL GROUP CONTINUES ITS “FIRST EXPERIENCE” STRATEGY

• FIRST EXPERIENCE: Making fresh experiences something customers look forward to every festive season. Building on the success of Monchhichi last year, The Mall Group introduces MR. MEN AND LITTLE MISS to give customers new reasons to return, discover distinctive experiences and see character marketing evolve into lifestyle experiences.
• CREATE EVERY TOUCHPOINT INTO A HAPPY MOMENT: Going beyond shopping center decorations through HAPPINESS HEADQUARTERS, immersive and interactive activities, entertainment, exclusive collections and signature gift wrapping, bringing joy to every moment of the festive season.
• FROM EXPERIENCE TO COMMERCIAL IMPACT: Turning customer interest and engagement into visits and spending, supported by promotions and privileges worth more than THB 200 million, with a target of increasing traffic by over 15% throughout the campaign, alongside exclusive and premium limited collections.
• CONNECT RETAIL & TOURISM: Collaborating with the Tourism Authority of Thailand, Bangkok Metropolitan Administration, Visa and business partners to connect retail experiences with tourism and expand spending opportunities among Thai shoppers and international visitors during the high season.

Bangkok, November 6, 2026 – The Mall Group continues to advance its “FIRST EXPERIENCE” strategy, creating distinctive festive experiences and making a sense of newness a reason for customers to return and discover something different each year. Building on the power of character marketing, The Mall Group introduces MR. MEN AND LITTLE MISS, globally recognized characters from the United Kingdom, in Thailand for the first time from November 6, 2026 to January 10, 2027, under THE MALL GROUP THE GREAT HAPPY NEW YEAR 2027 campaign. The campaign spans eight locations across The Mall Group, including all The Mall Lifestore branches, Emporium, EmQuartier and Paragon Department Store. It aims to increase visitor traffic by more than 15% and stimulate spending during the festive high season through entertainment, gifting, shopping promotions and partner privileges, connecting the customer journey from initial interest to visits, time spent and purchases.

THE FESTIVE SEASON RETURNS EVERY YEAR, BUT EXCITEMENT MUST BE REINVENTED

Ms. Voralak Tulaphorn, Chief Marketing Officer of The Mall Group Co., Ltd., said, “The challenge for retail today is not to make the festive season bigger every year, but to create new reasons for customers to come back each year. What retailers must build is an expectation of newness. FIRST EXPERIENCE is therefore not simply a campaign idea for this year; it is a core approach to discovering new ideas from around the world, as well as innovations and creativity from Thailand, and developing them into new experiences customers can enjoy firsthand.”

This direction is reflected in the Group’s ongoing festive experiences, from Monchhichi last year to MR. MEN AND LITTLE MISS this year. The characters may change, but The Mall Group’s commitment must remain the same: creating the expectation that every festive season brings something new to discover.

FROM CHARACTER MARKETING TO LIFESTYLE EXPERIENCE

This year, The Mall Group has selected MR. MEN AND LITTLE MISS, the beloved British characters with a history of more than 55 years, to elevate the festive experience under the concept “BRING EVERY FEELING TO LIFE.” With characters that reflect diverse emotions and personalities, the campaign takes character experiences beyond decorations or photo opportunities and connects them to moments customers can Explore – Participate – Share – Shop throughout their festive journey.

“For us, character marketing does not end with awareness. It must accompany customers on a journey—from interest to visiting, from visiting to spending time and taking part in activities, and ultimately to shopping.” This represents the evolution of characters from communication assets into lifestyle experiences that connect consumers across generations.

CREATE EVERY TOUCHPOINT INTO A HAPPY MOMENT

A key experience this year is “HAPPINESS HEADQUARTERS,” a destination dedicated to creating happiness at The Mall Lifestore Bangkapi from December 4, 2026 to January 5, 2027. The space brings the world of MR. MEN AND LITTLE MISS to life through an immersive, multisensory experience combining light, color, sound, decorations and interactive activities. It also features a landmark MR. MEN AND LITTLE MISS Christmas tree standing over 15 meters tall, creating a space for families, friends and visitors of different generations to enjoy and share experiences together.

On the entertainment front, performances by more than 33 artists and bands are planned from mid-December onward at The Mall Lifestore Bangkapi, Bangkae, Ngamwongwan and Tha Phra. Featured acts include SLOT MACHINE, NONT TANONT, THREE MAN DOWN, TILLY BIRDS, INK WARUNTORN, TIMETHAI, TAITOSMITH, OAT PRAMOTE, ATLAS and PERSES. These activities create more opportunities for visitors to meet, dine and spend time together within the shopping centers.

The experience also extends into gifting through specially designed gift wrapping, exclusive collections and premium collections, allowing festive experiences to continue beyond the shopping centers into the special moments of giving gifts.

FROM EXPERIENCE TO COMMERCIAL IMPACT

For The Mall Group, experiences should deliver more than excitement or engagement; they must also generate lasting business value. The success of last year’s Monchhichi festive campaign was reflected in a 15% increase in sales compared with the previous year’s campaign, 3.95 million social engagements and more than 13 million views of campaign-related videos.

This year, The Mall Group aims to increase visitor numbers by more than 20%, supported by promotions, prizes and customer privileges worth more than THB 200 million from November 6, 2026 to January 10, 2027. As part of the festive campaign, these initiatives are designed to connect experience with commercial impact throughout the customer journey—from generating interest to encouraging visits, time spent, engagement and purchases.

“Experience is not the destination; it is the beginning of the customer journey. The success of a retail experience lies in turning interest into visits, visits into time spent, and engagement into real business value.”

For the shopping experience, customers can discover the JOY! GACHAPON STATION, featuring MR. MEN AND LITTLE MISS limited-edition collectibles and discount coupons worth more than THB 5 million for qualifying purchases of THB 1,500 or more at participating department stores. Customers shopping at participating department stores and shopping centers also have a chance to win two Toyota Land Cruiser FJ 4WD 2.7 vehicles and 300 MR. MEN AND LITTLE MISS LIMITED COLLECTION suitcases.

M Card members, Bangkok Bank M Visa credit cardholders and holders of participating credit cards can enjoy special Friday-to-Sunday privileges. Upon meeting the required cumulative spending thresholds at participating department stores, customers can receive combined benefits of up to THB 7,600 or complimentary items from the MR. MEN AND LITTLE MISS LIMITED COLLECTION.

Additional shopping highlights include Black Weekend from November 27–29 and Boxing Day from December 24–27, with discounts of up to 50% at regular department store counters, plus additional discounts or cashback of up to 40% combined through M Card and participating credit cards. M Card members can also receive MR. MEN AND LITTLE MISS LIMITED COLLECTION premiums and cash coupons worth up to THB 800 through participating credit cards, including Bangkok Bank M Visa, UOB, Kasikornbank, ttb, Krungsri, CardX, SCB WEALTH by CardX and AEON, when they meet the specified spending requirements at participating shopping centers.

FROM RETAIL EXPERIENCE TO TOURISM OPPORTUNITY

Another dimension of FIRST EXPERIENCE is the connection between festive retail and tourism during the high season. The Mall Group is collaborating with the Tourism Authority of Thailand (TAT), Bangkok Metropolitan Administration (BMA), Visa and business partners to add vibrancy to Bangkok at year-end while expanding access to shopping privileges for international tourists.

Bringing the globally recognized MR. MEN AND LITTLE MISS characters into this year’s festive experience also helps connect visitors from different countries. Their relatable personalities and universal appeal cross linguistic and cultural boundaries, allowing tourists to connect naturally with the celebrations. Special privileges and MR. MEN AND LITTLE MISS limited-edition collections further become more than shopping items: they serve as souvenirs and memorable keepsakes of a New Year visit to Bangkok.

This approach views the festive season not simply as a seasonal campaign, but as an opportunity to connect Experience – Entertainment – Lifestyle – Commerce – Tourism, creating value for consumers, businesses and destinations alike.

FROM FESTIVE CAMPAIGN TO CUSTOMER EXPECTATION

Ms. Voralak concluded, “The bigger goal beyond delivering a successful festive campaign is to build long-term customer expectations. We want customers to look forward to asking, ‘What new experiences will The Mall Group bring this year?’ From Monchhichi to MR. MEN AND LITTLE MISS, the characters can change every year, but what must not change is our commitment to creating something fresh and giving customers new reasons to return.”

“For us, retail leadership is not measured by who spends the most or who creates the biggest attraction. It is about the ability to turn resources and creativity into customer value and business value, and to create experiences meaningful enough to make customers want to return. This is the FIRST EXPERIENCE philosophy that The Mall Group has consistently believed in and embraced.”

Discover new experiences with “THE MALL GROUP THE GREAT HAPPY NEW YEAR 2027” from November 6, 2026 to January 10, 2027 at all The Mall Lifestore branches, Emporium, EmQuartier, Emsphere and Paragon Department Store.

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