Bangkok is positioning itself as a premier cultural, shopping, and travel hub during Chinese New Year 2026, leveraging its heritage and premium retail scene to attract regional and international visitors.

International travelers will enjoy exclusive privileges from The Mall Group from late January through early March 2026, including shopping incentives, cash rewards, and discounts.

These shopping incentives and cash rewards for international visitors run from late January through early March 2026, aimed at boosting tourism and establishing Bangkok as a top luxury shopping destination.

EM District will feature the Chinese Boulevard Food Market and Yunnan cultural showcases with regional flavors, crafts, and interactive workshops.

The EM District hosts the Chinese Boulevard Food Market and Yunnan cultural showcases, with crafts and interactive workshops enhancing regional flavors and culture.

A replica of the Guan Yu Heavenly Temple will be central to the festivities, offering insights into traditional rituals and centuries-old Chinese customs.

Culinary experiences are a core focus, with more than 3,000 auspicious dishes from renowned Bangkok restaurants, including Michelin Bib Gourmand establishments, across The Mall Group venues.

Culinary offerings feature over 3,000 dishes across The Mall Group properties, including Michelin Bib Gourmand restaurants, complemented by the Chinese Boulevard Food Market and Yunnan cultural exhibits at EM District.

The festival theme Joy, Luck, Love blends entertainment, tradition, and emotional connection, featuring immersive experiences such as a Guan Yu Heavenly Temple replica and iQIYI-driven drama installations for social and digital audiences.

The event includes a collaboration with iQIYI to bring a popular Chinese drama to life through experiential installations targeted at social and digital-first travelers.

A hashtag campaign amplifies reach with #TheMallGroup, #TheMallLifestore, #JOYLUCKLOVE, #ChineseNewYear2026, and #BangkokShopping.

From February 12 to 22, 2026, The Mall Group will host one of Southeast Asia’s largest Chinese New Year celebrations across Siam Paragon, Emporium, EmQuartier, Emsphere, and The Mall Lifestore, in collaboration with the Tourism Authority of Thailand, the Ministry of Culture, and major global partners such as Trip.com, UnionPay, Alipay, WeChat Pay, and iQIYI.