Siam Paragon Embarks on a New Decade with “A Journey of Extraordinary Dreams”, Reinforcing Its Position as a Global Destination with a Pioneer of Unparalleled Experiential Excellence

• Siam Paragon, a world-class global landmark that fulfills every dimension of the future lifestyle, remains committed to creating groundbreaking phenomena within the retail landscape—delivering experiences that go beyond expectations. As it celebrates its 20th anniversary, Siam Paragon continues to win the hearts of Thai shoppers and international visitors alike.
• In collaboration with its department stores and strategic partners, Siam Paragon unveils the “Be Extraordinary, Live Extraordinary, Dream Extraordinary” phenomenon—delivering exceptional experiences across every touchpoint. The celebration features a series of exclusive campaigns, including the chance to win a luxury vacation home from SC ASSET, as well as special privileges from leading partners and credit cards, with total rewards valued at over 25 million baht. This initiative is expected to energize and elevate Thailand’s tourism sector.

Bangkok (November 18, 2025) – Siam Paragon, a global landmark destination at the heart of Bangkok, continues to define every dimension of the future lifestyle. For more than 20 years, it has stood among Asia’s most visited destinations, welcoming millions of visitors from around the world and reaffirming its status as one of the world’s premier luxury destinations. As it steps confidently into a new decade, Siam Paragon remains committed to pioneering extraordinary phenomena and delivering inspiring new experiences that captivate both Thai and international visitors.

Mrs. Thanaporn Tantiyanon, Managing Director of the Siam Paragon Shopping Center, stated that since its opening in early December 2005, Siam Paragon has been a key driving force behind Thailand’s economic progress, playing a vital role in advancing multiple industries. It has served as a powerful platform connecting the government, the private sector, and the public across all dimensions. Powered by the shared vision and collaboration of two leading pioneers in Thailand’s retail sector—Siam Piwat Group and The Mall Group—this strong partnership has formed the foundation of Siam Paragon’s remarkable success in the retail industry, both in Thailand and on the global stage, establishing it as one of the world’s most distinguished Global Landmark Destinations.

“Over the past two decades, Siam Paragon has evolved into one of the world’s most-visited global destinations, welcoming millions of visitors from every corner of the world. Today, as we step into a new era, we proudly unveil our Brand Essence Statement: Be Extraordinary • Live Extraordinary • Dream Extraordinary. Be Extraordinary calls on individuals to embrace their own exceptional uniqueness. Live Extraordinary invites everyone to experience life beyond expectations. Dream Extraordinary inspires people to imagine further and reach higher than ever before. Together, these expressions reaffirm Siam Paragon’s enduring commitment to Pioneering the Extraordinary — creating immersive, world-class experiences that continually elevate the way people live, connect, and dream.”

Ms. Voralak Tulaphorn, Chief Marketing Officer of The Mall Group Co., Ltd., said, “For the past two decades, the success of Siam Paragon reflects the power of creating experiences born from the strong synergy between Siam Piwat and The Mall Group in elevating Thailand’s retail industry to world-class standards. We are committed to designing Experiential Value and lifestyle touchpoints that customers can genuinely feel every time they visit—ensuring that every moment at Siam Paragon carries deeper meaning and authentically reflects each visitor’s identity.

Our Beauty Hall, Gourmet Market, and Power Mall serve as strategic retail engines that strengthen Siam Paragon’s distinct experiential identity and reinforce its position as a destination that delivers a world-class retail experience. These pillars have continuously elevated Siam Paragon as a Global Lifestyle Destination Ecosystem that fulfills every dimension of modern living.

As we step into a new decade, we are advancing Future Retail Transformation—integrating innovation, world-class curation, and personalized services to inspire customers and create more profound value. Through these efforts, Siam Paragon will continue to stand as an influential Global Landmark Destination and a trailblazer in Retail Experience Innovation for people from around the world.”

Driving Forward “Paragon of Extraordinary Worlds” through four core pillars:

For the past 20 years, Siam Paragon has remained the No.1 destination in the hearts of both Thai and international visitors, proudly standing as “The Pride of Bangkok.” Welcoming over 100 million visitors each year, it has consistently pioneered extraordinary experiences and introduced unprecedented phenomena to Thailand—from bringing world-renowned brands for the first time in the country to hosting spectacular world-class events. As Siam Paragon steps into its 21st year, it is advancing its visionary direction, “Paragon of Extraordinary Worlds” to deliver exceptional experiences across every dimension through four core pillars:

1. PARAGON OF IMMERSIVE LUXURY

Siam Paragon embodies an aesthetic of accessible luxury, serving as a sanctuary that unites world-class Maisons, timeless creations, and innovative lifestyle concepts for modern living. Guests can experience the spirit of fine art up close, solidifying its reputation in the global luxury market. Holding a 70% share of Thailand’s luxury retail market and achieving the highest revenue per square meter in the country, Siam Paragon is positioned as the region’s leading sales platform, with several brands ranking among the top globally. Currently, Siam Paragon is home to over 70 world-renowned luxury brands across more than 20,000 square meters. The mall continues to expand its luxury offerings, featuring the Luxe Hall zone and introducing the largest collection of duplex (2-story) and triplex (3-story) flagship stores in Thailand, including:

- Bulgari – Thailand’s first duplex store, featuring a concept inspired by the elegance of Rome.

- Cartier – Thailand’s first duplex store, designed under the concept “Heavenly Cartier,” blending contemporary design with Thai heritage.

- Chanel – Thailand’s largest duplex store, scheduled to open in 2027.

- Dior – Thailand’s largest triplex store, scheduled to open in 2026.

- Hermès – A two-floor luxury experience, scheduled to open in 2026.

- Louis Vuitton – Thailand’s largest duplex store, scheduled to open in early December 2025.

And most recently, Siam Paragon has introduced a space to welcome world-class brands making their first-ever debut in Thailand:

- ACNE STUDIOS – A popular millennial brand on the first floor, which received an enthusiastic response and achieved the highest global sales volume during its opening period.

2. PARAGON OF SENSORY INDULGENCES

A phenomenon of exquisite refinement, Siam Paragon crafts every element of dining to create a more immersive and delightful experience, blending taste, aroma, sound, and atmosphere to perfection. A major magnet that reinforces Siam Paragon’s status as the top destination for both Thai and international visitors is the Siam Paragon Dining Phenomenon—a curated collection of 700 renowned restaurants, dessert shops, and beverage outlets, featuring domestic and international kiosks, Chef’s Table experiences, Michelin-starred restaurants, and brand-new establishments making their debut in Thailand.

Highlights include D&G Caffe – Southeast Asia’s first luxury café on the first floor, featuring Italian design and Sicilian culinary artistry in the heart of Bangkok

EATELIER Dining Entertainment is Thailand’s first concept of its kind, seamlessly blending art, music, fashion, and culinary culture to revolutionize the dining experience. This unprecedented “Eat-Drink-Chill Hub” is located on the 4th floor of Siam Paragon.

Rated as a world-class food destination, Siam Paragon features Gourmet Market, winner of the “Supermarket of the Year” award from the Retail Asia Awards, and Gourmet Eats, a curated selection of street food and premium cuisine from across Thailand, both located on the ground floor.

3. PARAGON OF VISIONARY FUTURE

Siam Paragon is co-creating new phenomena to deliver unprecedented experiences, notably by providing a dedicated space for creators to showcase fresh concepts, cutting-edge innovations, and lifestyle-enhancing experiences. This initiative is complemented by efforts to advance wealth, well-being, and sustainability.

NEXTOPIA, The Prototype for The World of Tomorrow, spans over 15,000 square meters with an investment of 850 million baht. It is the result of a ‘co-create’ effort uniting 50 innovative organizations, partners, and suppliers, along with 30 communities of Friends of NEXTOPIA. This initiative harnesses energy from all sectors to contribute to a better world, inspiring a life filled with value for others, fun, entertainment, and a high-quality, sustainable lifestyle.

SCBX NEXT TECH, a futuristic tech learning community, offers a space for people of all ages to gain knowledge and unlock their potential in the digital world. It encourages knowledge exchange and personal growth under the concept “Smarter, Better, Richer.”

4. PARAGON OF EXTRAORDINARY EXPERIENCE

A world-renowned platform for experiences, Siam Paragon serves as a hub for contemporary art, light and colors, and culture from around the globe, transforming every moment into a grand, immersive spectacle that captivates all the senses. Among its attractions is SEA LIFE Bangkok, one of Southeast Asia’s largest aquariums. Spanning 10,500 square meters, this powerful attraction draws over 2.5 million visitors annually.

MELAND, a world-leading indoor theme park, ranks among the largest and most innovative indoor amusement parks globally and marks Thailand’s first flagship landmark outside China. Situated on the 5th floor of Siam Paragon, this expansive 5,000-square-meter wonderland invites families into a realm of imagination and limitless fun, establishing itself as Southeast Asia’s premier edutainment destination.

Siam Paragon is also enhancing and refreshing its comprehensive service experience, leveraging data and AI to deliver hyper-personalized, world-class service to every visitor. The brand has unveiled a new logo and updated uniforms for both the shopping mall and department store, proudly reflecting its identity as a global landmark destination.

This year, Siam Paragon is celebrating its 20th anniversary with a grand event under the theme “A Journey of Extraordinary Dreams.” The shopping center and department store are joining forces to deliver an exceptional experience with special activities from November 29–30, 2025. From floor B to the 5th floor, every space and department will be transformed into a kingdom of happiness, joy, and inspiration for all visitors and customer segments.

- For visitors seeking luxury: Enjoy the ultimate luxury experience with over 40 world-renowned brands, offering unique gifts for valued customers, special shopping privileges, access to new collections, interactive workshops, exclusive activities, and commemorative souvenirs for the 20th anniversary celebration.

- For fashion and beauty enthusiasts: Explore the Extraordinary ME Studio zone, featuring special celebrity stories and memorable experiences. Join fashion photoshoots with VOGUE Magazine on the M floor and enjoy exclusive privileges and discounts of up to 20% at participating fashion stores. A key highlight for beauty lovers is Beauty Hall, the leading beauty destination in Southeast Asia, which celebrates this significant milestone with the campaign “Beauty Hall Celebrating 20 Years of Extraordinary Beauty.” The campaign features the finest Holiday Limited-Edition Collections, along with exclusive activities and privileges from world-class beauty brands. Guests can also enjoy the fashion exhibition “20 YEARS | 200 LOOKS | ONE CELEBRATION”, showcasing creations from more than 160 brands—reinforcing Siam Paragon’s position as a Fashion Capital that brings together modern luxury brands while championing Thai designers whose works are now recognized on the global stage. The celebrations continue with 12 full days of activities, where every THB 5,000 spent gives customers the chance to receive rewards valued at over THB 1 million, along with special brand activations throughout the month.

- For lifestyle enthusiasts: Savor exclusive menu items at Siam Paragon from renowned restaurants, ranging from meticulously selected street food to Michelin-starred establishments. Take advantage of special promotions across the center and department store and enjoy exceptional shopping value with the Buy 1 Get 1 offer available every 20th of the month through February 2026. Shoppers can also discover exclusive products available only at Gourmet Market, thoughtfully curated across the entire space. Beyond this, a host of special activities and additional privileges await from PowerMall, The Living, SportsMall, and Watch Galleria, reinforcing their position as leaders in lifestyle and home innovation. Completing the world-class lifestyle experience are BeTrend and Kids’ Planet—creative and family-centric magnets that enrich every aspect of modern living.

- For those seeking an extraordinary experiences: Be captivated by the Sealife Water Dance at SEA LIFE Bangkok, presented twice daily. Enjoy special performances on the Grand Celebration Stage on the 1st floor of Fashion Hall, rotating throughout the two-day event. Join mini-concerts and meet-and-greets with top artists, bringing joy and smiles courtesy of Praew Magazine on the 3rd floor. Music lovers can catch the T-POP ROOKIES show with their senior artists at TMC LIVE STUDIO, and immerse themselves in Dine with Star at EATELIER on the 4th floor.

Continue the excitement with the Recycling Concerto, transforming waste into music and showcasing the power of sustainability through creative performances at NEXTOPIA on the 5th floor. At the same time, Major Cineplex is joining the celebration with a special event — the “Paragon Cineplex Exclusive Movie Night” — taking place on November 29–30, 2025, and offering 2,000 free movie seats for the 8:00 PM screenings.

Another highlight awaits art toy enthusiasts: Siam Paragon, in collaboration with POP MART THAILAND, is unveiling the world’s largest outdoor pop-up event — the “POP LAND EXCLUSIVE FESTIVE EVENT IN THAILAND.” The event features a spectacular Pop Land Castle as its central landmark, along with the big figures of the beloved characters like MOKOKO standing over 5 meters tall, set within an adorable maze, joined by MOLLY, SKULLPANDA, and HIRONO.

To mark the 20th Anniversary celebration, there will also be a special surprise from a renowned artist, along with a delightful treat for those born in 2005, who are turning 20 this year. On November 29–30, 2025, eligible guests can redeem a complimentary Twinkle Twinkle Twin Mango Yuzu Ice Cream, a refreshing dual-flavor fruit ice cream valued at 190 Baht* (limited to one redemption per person per day, 500 redemptions per day, for a total of 1,000 throughout the event).\

In celebration of its 20th anniversary, Siam Paragon and its department store are joining forces to offer exclusive shopping privileges and the chance to win grand prizes totaling over 25 million baht.

As a special gesture of gratitude to all customers, the center and department store are coming together to offer discounts and exclusive benefits across every floor and department from November 29 to December 10, 2025. Enjoy ultimate privileges valued at over 25 million baht, including:

- The shopping center and department store are joining forces for a major 2-day giveaway, happening exclusively from November 29–30, 2025, between 10:00 AM and 1:00 PM at the Cascade. Shoppers can receive an instant cash voucher and a 50% discount coupon! The first 300 ONESIAM SuperApp members per day can redeem a 500-baht e-Gift Card with a minimum purchase of 1,000 baht at participating stores. The first 300 M Card members per day can redeem a 50% e-Discount Coupon for use inside the department store, including Power Mall and Gourmet Market. The maximum purchase amount eligible for the discount is 1,000 Baht (maximum discount of 500 baht per receipt). Exclusive privileges for credit cardholders: The first 150 ONESIAM KBank Credit Card and KBank Credit Card holders per day can redeem a 500-baht Siam Gift Card. Bangkok Bank M Visa Credit Card holders (limited to 100 redemptions per day) and Bangkok Bank Credit Card holders (limited to 50 redemptions per day) can redeem an M Cash Coupon worth up to 50% when paying with their card at participating restaurants, subject to applicable terms and conditions.

- Spend 2,000 baht at participating stores and get a chance to win major prizes worth over 10 million baht. Every 2,000 Baht spent earns 1 lucky draw coupon issued on the same day. Special for KBank Credit Card users: receive 2 coupons for a chance to win the grand prize — a detached house at the Boulevard Tuscany Cha-am–Hua Hin project — along with many other prizes, with a total value exceeding 10 million baht. Additionally, when you spend 1 million baht in a single day across participating stores in both the shopping center and the department store (or just 800,000 baht for KBank Credit Card users), you will receive a Siam Paragon Annual Parking Card valued at 36,000 baht. This privilege is limited to 200 redemptions throughout the campaign.

- Redeem prizes worth over 6 million baht when shopping at participating stores in the shopping center based on the specified spending thresholds, with a maximum prize redemption value of 15,300 baht. Special privileges are available for ONESIAM KBank Credit Card and KBank Credit Card holders, allowing them to redeem prizes with a lower spending amount. KBank Credit Card users can also redeem Siam Gift Cards with a total maximum value of 1,800 Baht. Additionally, ONESIAM members can use 20 ONESIAM Coins to receive a 200-baht e-Cash Coupon for a minimum spend of 800 baht or more at participating stores.

- Black Weekend: November 28–30, 2025, enjoy discounts of up to 50% off regular prices. M Card members and participating credit card holders can receive additional discounts or cashback of up to 45% combined. Plus, shoppers who spend a cumulative total of 3,000 Baht or more per day at Paragon Department Store with an M Card or BANGKOK BANK M VISA credit card will receive a special Monchhichi Limited Collection.

- Enjoy discounts of up to 70%, along with exciting promotions including On Top discounts, One Price items, and Buy 1 Get 1 offers. Highlights include Power Mall (Electrical Appliances – IT section) offering up to 60% off, plus special activities and Meet & Greet sessions with popular brands. SportsMall, Watch Galleria, Luxe Hall, BeTrend, Kids’ Planet, and The Living: Fully stocked with exclusive products, complimentary gifts, and generous discounts across every zone.

- Paragon Department Store joins the grand celebration from November 29 to December 10, 2025, with a major 12-day giveaway and full-scale promotions. Shoppers can receive up to 1,000 baht in M Cash Coupons when using M Card and participating in credit cards. Special for M Card members: Enjoy additional discount coupons and exclusive privileges from leading brands, worth over 10,000 baht, when spending 5,000 baht or more per day at the department store or shopping center, including POWER MALL and GOURMET MARKET.

- Shoppers can also enjoy promotions from leading credit cards, with up to 20% cashback from KBank, Bangkok Bank, CardX, SCB, GSB, Krungsri, KTC, ttb, and UOB credit cards.

Siam Paragon’s 20-year success reflects its evolution into a global prototype platform, delivering superior experiences across every dimension and solidifying its position as the ultimate luxury destination and a top choice for both Thai and international visitors. Beyond retail, it plays a pivotal role in driving Thailand’s economy, stimulating investment and development, building unique strengths and confidence, and positioning the country as a global destination for tourism and international investment. Above all, Siam Paragon has consistently fostered pride among all Thai people.