Discover China’s Best 2024 – Explore the Wonders of the Blessing Power

Editorial staff
Retail business / Chinese New Year

Mutelu wave draws more young generation to worship god during Chinese festive season because they believe that it will make them get a good luck and overcome uncertainties in their lives.

The large numbers of Thais, who believe in mutelu, have travelled to sacred places to worship while worship god from popular temples both Thailand and abroad or even at each important festive seasons like Chinese New Year.

“Young generation, who age below than 35 years old, is turning to worship and make sacrifice to Chinese gods during Chinese New Year festive, and its number is significantly growing."

Chakkit Chatupanyachotikul

Thai people, especially those who concern on mutelu, are dare to spend more on higher price items, Chakkit Chatupanyachotikul, head of marketing, public relations & CSV of Central Food Retail under Central Retail, said,

According to surveys, more than 52 million Thais embrace the ‘Mu’ lifestyle (source: Data from the seminar ‘Marketing in the Uncertain World: The Marketing of Those Who Live Tactfully’ by the Management College, Mahidol University). Worship of god during Chinese New Year is also apart of Mutelu.

Tossaporn ‘Master Chang' Sritula

Tops will kick off the first campaign, ‘Discover China’s Best 2024 – Explore the Wonders of the Blessing Power,’ to welcome the Year of the Dragon. Elevating the experience further, the company brings in Tossaporn ‘Master Chang' Sritula, a renowned astrology expert, to share Chinese New Year ritual tips on selecting products and performing Chinese New Year rituals, ensuring they are done in a way that is both accurate and more fruitful than ever.

The overall consumer behaviour during the Chinese New Year festivities in the past year has been consistently vibrant, with a money circulation of over 45 billion baht, representing a growth of 13.6% compared to 2022, according to University of Thai Chamber of Commerce.
This marks the highest in the past three years.

With a continuous annual growth rate, it is expected that this year the shopping spending will keep on growing this Lunar festive. Normally, spending per visit during Chinese New Year campaign will higher than regular period by 38%.

“Apart from Easy e-Receipt and tourism promoting, Chinese New Year season will also one of major driven of the overall retail growth in the first quarter of this year to increase 5-10% this year. For Tops we plan to grow ahead an industry growth. We expect that the money circulation during this Chinese New Year season to be on par of 58 billion baht in 2019,” Mr Chakkit said.

To boost the festive atmosphere and increase spending during the season, he said that the company will implement three main strategies: Best Assortment, Best Experience and Best Deals aims to stimulate sales growth by more than 15% during this year’s festive season.

With its bright outlook, the company plans to open two new Tops stores. The 7th Tops stand alone store will open in Romklao location, opening on January 25 and follows by Tops at Central’s Nakhon Sawan branch that will be opened on Jan 31. Now, there are 677 Tops stores. Of the total, 515 stores belong to Tops Daily, Tops Premium 143 stores,
Tops Food Hall 17 stores , and Tops Fine Food 2 stores