BANGKOK, Thailand – The Mall Group is turning its relatively small retail footprint into a competitive advantage, focusing on large-scale events, distinctive experiences and community engagement rather than competing with rivals through the number of shopping mall branches.
With 10 operating shopping centers and department stores, compared with more than 40 branches operated by its main competitor, the company is concentrating its marketing resources on delivering more intensive and tailored experiences at each location.
Woralak Tulaphorn, Chief Marketing Officer of The Mall Group Co., Ltd., said having fewer branches allows the company to concentrate its budgets and resources on individual events rather than spreading them across a much larger network.
This approach also allows the group to study customer preferences in specific neighbourhoods and tailor activities accordingly. The Mall Lifestore Bangkae, for example, focuses on its large Thai-Chinese community, making it a natural location for Chinese New Year celebrations. Bangkapi, meanwhile, places greater emphasis on younger generations, teenagers and modern families.
The strategy also gives the company greater control over service standards, operations and risk management.
To encourage customers to travel to its centres, The Mall Group is investing in exclusive first-time experiences, new character partnerships and community activities, including running events.
Its latest initiative is the Great Happy New Year 2027 campaign, backed by an investment of 600 million baht. The campaign brings together five key business drivers: Experience, Entertainment, Gifting, Commerce and Tourism, designed to turn consumer interest into shopping visits, longer stays and actual sales.
A major attraction will be the Happiness Headquarters at The Mall Lifestore Bangkapi, featuring 10 interactive activity zones combining lighting, sound and visual effects, alongside a dancing Christmas tree landmark standing more than 15 meters tall.
The program will also feature concerts by more than 33 artists and bands, while an exclusive premium collection will offer more than 100 product items for the festive gifting season.
Campaign activities will be adapted to each center’s customer profile, with Bangkapi targeting younger shoppers and families, while Bangkae will incorporate activities reflecting its Thai-Chinese community. Even gift-wrapping designs and promotional activities will be customized to give each branch its own character.
The company is also introducing British character brand MR. MEN AND LITTLE MISS to Thailand for the first time under the concept Bring Every Feeling to Life, following last year’s Monchhichi collaboration.
Another major attraction is a lucky draw featuring two Toyota Land Cruiser FJ 4WD 2.7 vehicles, each valued at 2.6 million baht. Woralak said the choice reflects changing consumer preferences following the recent flooding situation.
The group also aims to position its shopping centres as pre-countdown destinations where families and friends can meet, dine and shop before heading to evening New Year celebrations, while continuing to develop running communities and other lifestyle activities.
The Mall Group currently operates 10 retail destinations, including The Mall Lifestore Bangkapi, Ngamwongwan, Bangkae and Tha Phra, The Mall Korat, 1981 Soul & Sold, Emporium, EmQuartier, Emsphere and Siam Paragon’s department store. Bangkok Mall remains under construction, with its first phase expected to open in 2028.
