Retail / 2024 Songkran celebration

Editorial staff

2024 Songkran festival seems to have more fun than ever, thanks to a longer period of 21 days for celebration and an influx of foreign tourists. The business community, especially retail sector, looks quite happy with its lively atmosphere as well because they see opportunity to make money.

So far, at least major retail operators -Central Shopping Complexes, Siam Center and The EM District have come out with apparent campaigns to lure customers from April 2 to April 21. In fact, each campaign is not cheap, costing several millions baht. Using the high-paid presenter like Miss Universe 2023 is for example. They hope Songkran will become a world-class festival and help promote tourism to strengthen the national economy.

CPN with Miss Universe 2023

Miss Universe 2023, Sheynnis Palacios

SET-listed Central Pattana Plc (CPN), the operator of Central shopping centers, is cashing in on the festival. The company has poured over 400 million baht to launch ‘Thailand’s Songkran Festival 2024’ from 2-21 April 2024 at all Central shopping centers nationwide.

The campaign is packed with 1,000 events, with six major highlights that combine culture with great entertainment. Miss Universe 2023, Sheynnis Palacios, is chosen to become Miss Songkran in Thailand and serve as a global cultural ambassador to help promote ‘The Best of Thainess’ to people around the world.

This is not only help stimulate the Thai economy and tourism during the peak season in the second quarter, but also invite Thai and foreign tourists to celebrate Songkran in Thailand. UNESCO has praised Songkran in Thailand as ‘Intangible Cultural Heritage’ and will help make Thailand attractive as a world-class destination for every festival.

Nattakit Tangpoonsinthana and Joey Boy

Nattakit Tangpoonsinthana, CPN’s chief marketing officer, said the company aims to serve as a platform to promote Thailand’s Songkran throughout the world and become one of the top ten global festivals, following government policy. Songkran is the only water festival going beyond just a water-splashing festival because it integrates the beauty of local culture and traditions for each region. Central shopping centers are ready to welcome both Thai and foreign tourists from around the world to ensure that Thailand is the global destination of choice for every festival.

‘’We are committed to creating a ‘Mega Tourism Boosting’ sensation to help drive forward the Thai economy and tourism. Based on the TAT's prediction, during the Songkran period from April 1 to April 21, 2024, there will be approximately 8-10 million Thai and foreign tourists visiting Thailand, generating a revenue turnover of 50-80 billion baht,’’ Mr Nattakit said.

CPN will be hosting more than 1,000 events at both major and secondary cities at its 41 Central shopping centers nationwide, promoting the unique local culture of Thainess in every aspect, following government policy that aims to promote culture, aiming the customer traffic will increase by 20-30%.

In addition, the company has established the ‘Tourist Hub Destination’, with a tailor-made strategy in its 15 branches located in popular tourist cities nationwide, curating world-class shopping experiences that international tourists are looking for, at its shopping centers.

“We aim to bring Thai Songkran into the global spotlight through media both domestically and internationally, joining hands for the first time with Lemon8, an application that creates communities for the younger generation. It allows creators and everyone to create live-style content, reinforcing promotional efforts to reach people of all generations,’' he said.

Siam Paragon with cultural activities

Siam Paragon, Siam Center, Siam Discovery are set to orchestrate a magnificent affair to commemorate its recent inscription as Intangible Cultural Heritage of Humanity by UNESCO.

These iconic landmarks are not just hosting cultural festivities and traditional Thai merrymaking; they are also serving as beacons of global attraction, featuring collaborations with esteemed artists from around the world.

Under the visionary guidance of renowned artists like Philip Colbert, these venues will be transformed into vibrant hubs of artistic expression, captivating audiences with their unparalleled creativity. From April 9th to April 16th, 2024, visitors can expect a fusion of cultural immersion and artistic brilliance, curated to leave an indelible mark on all who partake.

Saruntorn Asaves, first executive vice president of the Shopping Center Business Unit at Siam Piwat, said that in a groundbreaking collaboration with Kasikorn Bank, Siam Paragon presents the "Siam Paragon Ultrasonic Water Festival 2024: Songkran Lobster Wonderland by Philip Colbert.

"This unparalleled event features the iconic artwork "The Lobster Universe" by Philip Colbert, showcased alongside breathtaking installation art and a concert festival featuring over a hundred esteemed artists. Supported by The Tourism Authority of Thailand, the Ministry of Culture, JOOX, and TikTok, this event promises to be a cultural extravaganza like no other,’’ she said.

For the first time ever, Colbert's "Lobster Wonderland" will be unveiled as a colossal inflatable playground, perfectly aligning with the Songkran theme and serving as a testament to artistic innovation.

Siam Paragon continues to elevate the festivities with its world-stage music festival, featuring performances by over 100 acclaimed artists. Also, it partners with the Ministry of Culture to organize a Buddha bathing activity, inviting visitors to partake in a ritual that symbolizes good fortune during the Songkran Festival.

‘’During the Songkran Festival 2024 between 12 - 16 April 2024, the atmosphere for domestic travel will be more lively than last year. It is expected that this will result in a total income of approximately 24.42 billion baht. It is expected that 510,000 foreign tourists will travel to Thailand, generating tourism income of approximately 8.76 billion baht, growing approximately 49% from 2023.

EM District with theme “Only in Thailand”

EM District (Emporium, EmQuartier, Emsphere) joins the move by celebrating the festival with the theme of “Only In Thailand”. Activities are also launched to make sure that every customer, especially gay group, gets more fun with the festival.

Suthavadee Sirithanachai, managing director of EM District, wants customers to experience the 'Songkran Festival', the traditional Thai New Year festival that has been culturally inherited for centuries. Its festival will be held under the theme of Only In Thailand', decorations emphasize the colorful Thai loincloth, known as Pha Khao Ma, and feature enjoyable activities that represent Thai identity.

During the festival, Em District offers many kind of activities including ‘EM SUMMER SPLASH’, featuring a 50-meter-long water tunnel at the Emsphere, from April 11 to April 16.

And one of the exciting events is to celebrate the festival with the biggest Songkran Festival party in Asia for the gay community at SHAGAYLA World Of Fantastic Songkran from April 12 to April 15.

Besides, customers can enjoy the hot pool party under the theme of MEGA TROPICANA @TRIBE SKY BEACH CLUB at Emsphere.