Retail/The Mall Group

The Mall Group brings Japan’s world-renowned character, Monchhichi, for its New Year's campaign this year

Editorial staff

The Mall Group has allocated 500 million baht to drive this experience-driven marketing campaign in the final quarter of the year with the collaboration of MONCHHICHI character from now till Jan 11, 2026

This marks a remarkable collaboration with Japan’s world-renowned character Monchhichi, presenting a new-style festive celebration that combines Thai warmth with Japanese soft power for the very first time in Southeast Asia.

The campaign runs from now until January 11, 2026, across all branches of The Mall Lifestore, Emporium, and Paragon Department Store.

Voralak Tulaphorn, Chief Marketing Officer, The Mall Group Co., Ltd.

Voralak Tulaphorn, Chief Marketing Officer, The Mall Group Co., Ltd., stated, “The year-end season is a vital period for both the retail and tourism sectors. Creating a joyful and positive atmosphere within shopping centers not only brings smiles but also contributes significantly to the year-end economy. Therefore, The Mall Group is to curate innovative and joyful experiences that appeal to every generation, from families and young professionals to international visitors.”

This year’s New Year campaign elevates Thailand’s festive celebrations to an international level, enhancing Bangkok and Thailand’s image as a “Landmark of New Year Celebrations in the Region.”

It marks an important milestone in merging cultural soft power with the retail industry through an exclusive partnership with Sekiguchi Co., Ltd., the Japanese creator of Monchhichi. Beloved around the world for over 50 years, the adorable monkey-like character continues to charm fans across generations.

Under the MONCHHICHI x THE MALL GROUP THE GREAT NEW YEAR 2026 campaign, this collaboration embodies a new form of experience marketing combining Japanese spirit with Thai warmth. It bridges global brands with local culture, tapping into the booming art toy and character lifestyle market driven by Millennials and Gen Z, who see collectibles as both art and self-expression. It will also support the art toy culture in Thailand.

Ms Voralak adds that the company spent 6 months developing collections and uses this collection to decorate for all. This will make this year's festive celebration more colorful than ever and help its sales to be on par with last year's sales of 55 billion baht.

“If the government launches Shop Dee Mee Kuen, offering a tax deduction, it will directly impact our customers' spending, which now remains stable. 2025 is the most difficult year due to the uncertainty. Moreover, with the declining birth rate and more people in society, we will apply strategies that increase the frequency of customers visiting our stores, ”Ms Voralak said.

She added that highlights of the campaign include Monchhichi Christmas-themed decorations. All The Mall Lifestore branches, Emporium, and Paragon Department Store will be transformed into a festive wonderland featuring Monchhichi-themed decorations. The beloved character will also appear on limited-edition gift wraps and shopping bags, designed exclusively for this holiday season.

Moreover, shoppers who spend the required amount under the campaign at The Mall Lifestore, Emporium, EmQuartier, EMSPHERE, and Paragon Department Store will receive special Monchhichi limited collection items—including a bottle, blanket, tote bag, shopping bag, and tumbler—with exclusive privileges for M Card and Bangkok Bank M Visa members.

In addition, the Monchhichi THAI THAI Collection features official licensed merchandise from Japan alongside Thailand-exclusive items such as Monchhichi in Muay Thai costume, baby elephants, Thai student uniforms, and The Mall Group Holiday Collection gifts—all of which are also spanned in fashion and lifestyle products.

The first-ever Pop-Up Monchhichi Holiday Store is also open from November 13 to December 10, 2025, at Emporium Department Store (1st Floor), featuring Thailand-exclusive items, The Mall Group Holiday Collection, and new product launches by Take Toys.

Visitors can enjoy Monchhichi Meet & Greet events, fun activities, surprise gifts worth over 2 million baht, and exclusive Japanese-style Furoshiki gift wrapping with qualifying purchases.

From December 4, 2025, to January 4, 2026, The Mall Lifestore Bangkapi will present Monchhichi Christmas Town, an immersive experience featuring a 12-meter-tall Monchhichi, a two-story giant Monchhichi, and attractions such as the Monchhichi Carousel, Monchhichi House, Immersive Infinity Room, and Monchhichi Express Station.

She adds that to further enhance digital engagement, The Mall Group will also launch Monchhichi-themed LINE stickers, making it easy for fans to share the joy online.

“This collaboration with Sekiguchi Co., Ltd. goes beyond entertainment. It reflects a strategic fit between two family-run businesses that value detail and customer experience. The partnership seamlessly integrates a global brand with local culture, enhancing economic value and consumer engagement among both Thai shoppers and international tourists during the festive season,” Ms Voralak said.

Ms Voralak adds that this year’s New Year campaign reflects that retail is not just about selling products. It’s about creating emotional connections and inspiring people through art and happiness.

“The Mall Group strives to make our properties destinations where people come to experience, create moments, and return again and again,” she said.