Siam-branded malls launch Lunar New Year campaign

Bangkok’s three Siam-branded malls have launched a Lunar New Year campaign to attract thousands of Chinese tourists expected in the city during the next month.

The company is investing THB50 million in the promotion which runs until March 11 across the Siam Paragon, Siam Center and Siam Discovery shopping malls, under the program, ‘Siam Delightful Chinese New Year’. Special privileges and prizes will be available to foreign tourists shopping there.

01Siam Piwat Chinese New Year Campaign

Mayuree Chaipromprasith, senior executive VP – marketing of Siam Piwat, says the centres have been decorated with the theme of a lantern festival, lit up by 999 sculpted lanterns symbolising prosperity to welcome the Year of the Dog.

Twelve 2.5m-tall Chinese zodiac animals dot an open space dwarfed by a 5m-tall dog-shaped centerpiece.

03 Siam Piwat Chinese New Year Campaign

Siam Center hosts an exhibition of sculptures, designed by up-and-coming collage artist Nakrob Moonmanas, on the theme of All We Need is Love. The pictures, interconnected with Chinese-inspired chinoiserie patterns, feature couples of various nationalities and from different walks of life dressed in red, the symbolic color of good fortune.

With the support of  the Chinese Cultural Center of Thailand, Siam Piwat has flown in more than 100 performance artists from the city of Hangzhou, in China’s Zhejiang Province, for dances, a jaw-dropping Kongzu acrobatics display and an ancient Chinese magic show.

International tourists have exclusive opportunities to get rewards from the three centres, including vouchers and discounts. There are also promotions targeting shoppers using WeChat Pay and UnionPay.

During the core Chinese New Year period, (February 14-18) troops of lion dancers will offer discount vouchers to Thais and foreign tourists who visit the three Siam-branded malls.

Siam Piwat has also created an AR app for gamers, who can download Flash Venture to seek 12 Chinese zodiac characters at three shopping centres between February 15 and 18, with the chance to win prizes.


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