Siam Piwat Joins Forces with Global Partner Huawei to Attract High-Quality Tourists and Boost Thailand’s Standing as a World-Class Destination

- Becoming the first and only Thai retail group to integrate the ONESIAM Global Visitor Card with Huawei’s global HarmonyOS operating system, this milestone connects to over 400 million devices across China—delivering seamless digital lifestyle experiences right at travelers’ fingertips.

- Siam Piwat Group reinforces its leadership as a pioneer of global destinations through the power of Co-creation and Collaboration. By integrating innovation and technology, the company remains committed to delivering extraordinary experiences that go beyond expectations.

- Expanding a powerful Global Partner Ecosystem by connecting a shared-value network worldwide. With exclusive privileges tailored for today’s travelers, the initiative delivers extraordinary experiences, attracts high-quality tourists, and supports sustainable economic growth.

As global competition in the tourism industry intensifies, Thailand faces increasing challenges—particularly as tourism remains a vital engine of the national economy. In response, and as part of the effort to sustainably drive Thai tourism forward and attract international visitors, Siam Piwat Group, a leading property and retail developer and operator of world-class destinations—Siam Paragon, Siam Center, Siam Discovery, and a joint venture partner of ICONSIAM, ICS, and Siam Premium Outlets Bangkok—has joined forces in a major global collaboration with Huawei, one of the world’s leading technology giants.

This groundbreaking partnership marks a significant milestone in both the retail and tourism sectors with the launch of the ONESIAM Global Visitor Card via Quick App on Huawei’s HarmonyOS, which reaches over 400 million smartphone devices across China. The initiative is designed to deliver a premium travel and lifestyle experience tailored for Huawei users—particularly high-spending, quality tourists—further reinforcing Siam Piwat’s role as a global destination pioneer. This collaboration not only elevates Thailand’s retail industry but also contributes meaningfully to driving sustainable growth in the country’s tourism and economy.

Siam Piwat becomes the first and only Thai retail group to integrate with Huawei’s global HarmonyOS operating system. Huawei smartphone users can instantly register for the ONESIAM Global Visitor Card and access exclusive privileges from a Global Partner Ecosystem of over 150 brands. Serving as a “digital master key,” the card unlocks curated benefits across every stage of the travel journey—pre-trip, during-trip, and post-trip. These privileges span lifestyle, transportation, shopping, finance, wellness, and personalized services, with a focus on Chinese FITs (Free Independent Travelers)—a high-potential segment with strong purchasing power. Through this innovation, ONESIAM Global delivers extraordinary experiences that elevate every journey into something truly memorable and beyond expectations.

Mrs. Amporn Chotirasakul, President – Business Support, Siam Piwat Co., Ltd., stated:

This marks another significant step forward for Siam Piwat in advancing our long-standing strategy of ‘Co-Creation & Collaboration to Win.’ By partnering with a global leader like Huawei, we are building upon our shared commitment to creating shared value—driving digital strategy and establishing a global partner ecosystem designed to deliver world-class experiences that truly meet every touchpoint in the journey of quality travelers, especially Chinese FITs, a segment recognized for their distinctive lifestyle, strong purchasing power, and unique spending behaviors. The ONESIAM Global Visitor Card is tailored to meet their needs with a wide range of targeted privileges and services. This not only strengthens Thailand’s position as a preferred destination but also contributes to sustainable growth in the Thai economy.”

This collaboration enables Siam Piwat to integrate its extensive global partner ecosystem under the ONESIAM Global Visitor Card with Huawei’s Quick App, paving the way for joint development of personalized marketing campaigns that deliver highly relevant experiences and foster long-term engagement with customers. In parallel, a comprehensive communication strategy is being deployed across multiple media channels to build awareness, position Thailand prominently on the tourism radar, and further elevate the country’s retail and tourism experience—ultimately helping drive sustainable growth for both the tourism industry and the broader economy.

Zhao Ye, Head of Business Development and Strategic Partnerships, APAC Region, Consumer Business Group, stated:

Siam Piwat Group has a clear vision of delivering world-class experiences. This collaboration marks a significant milestone in bringing HarmonyOS into real-life applications—particularly for Chinese tourists seeking premium, convenient, and uniquely tailored experiences through the seamless integration of data, technology, and content.

Our goal is to elevate the travel experience for a new generation of travelers who value personalized lifestyles—an audience that aligns perfectly with the shared vision of both Huawei and Siam Piwat Group.”

Huawei will leverage Quick App, Petal Ads, and Skytone—its cross-border internet service integrated within the HarmonyOS operating system—to support Siam Piwat’s marketing strategy and enhance engagement with Chinese tourists. These services will offer travelers tourism information, digital coupons, and emergency assistance throughout their journey. Additionally, Thai tourists visiting China will benefit from exclusive privileges, including payment and shopping advantages. The initiative will be promoted through media channels in China, Malaysia, and other key markets across the region.

ONESIAM Global Partner Ecosystem Delivers Tailored Privileges, Accelerating the Influx of Chinese FITs to Thailand.

Behind the success of this collaboration is the strength of the ONESIAM Global Partner Ecosystem—a global network of over 150 partners integrated into the ONESIAM Global Visitor Card. These partners play a vital role in driving Thailand’s economy and enriching the travel experience, helping to position the country as a premier global destination. Spanning diverse sectors—including tourism, airlines, hotels, attractions, restaurants, transportation, travel agents, health and wellness, telecommunications, finance, shopping and lifestyle—this alliance works in unison to create a seamless, elevated journey for international travelers.

One of the key public sector partners, the Tourism Authority of Thailand (TAT), represented by Ms. Thapanee Kiatphaibool, Governor of TAT, stated:

“Siam Piwat serves as a model for effective public-private collaboration, playing a vital role in elevating Thailand’s tourism industry through innovation and creativity that support quality tourism. Its continued alliance with global partners has delivered tangible, positive impacts on Thailand’s tourism economy.”

A key strategy to stimulate travel among Chinese premium Huawei smartphone users—is the expansion of strategic partnerships that offer exclusive, lifestyle-driven privileges. For instance, Thai Airways enhances convenience from the very start of the journey with seamless connectivity and warm Thai hospitality. Kempinski Hotels elevates the stay with premium perks, Grab makes in-country travel effortless for smooth, app-based rides. Merlin Entertainments (SEA LIFE Bangkok) and Meridian Cruise add excitement to every itinerary with extraordinary offers.

Shoppers can enjoy special promotions from beloved Thai brands such as Mistine, a popular cosmetics brand celebrated for its wide range of affordable beauty innovations, and Jim Thompson, the globally renowned name that has elevated Thai silk into a symbol of elegance and heritage. Also included is Dear Tummy, a premium lifestyle supermarket favored by Chinese tourists for its curated selection of gourmet and health-conscious products. The journey is further enriched by ICONCRAFT, an inspiration platform for Thai artisanal craftsmanship showcasing works by master craftsmen and new-generation creators from across Thailand, along with discounts on traditional Thai dining and massage experiences at SOOKSIAM—offering a truly immersive taste of Thai culture and hospitality.

“We have always been committed to developing a ‘Global Destination’ that captures the hearts and minds of people around the world—not just as a place, but as a platform for delivering truly distinctive and extraordinary experiences. We will continue to move forward with the strength of visionary partnerships, working together to elevate Thailand’s travel and tourism landscape while building a foundation for resilient and sustainable economic growth,” Mrs. Amporn concluded.