Siam Piwat Group offers joyful moments during the year-end with extravagant events to reinforce the positioning of customer's top-of-mind shopping destinations comprising ONESIAM, ICONSIAM, and Siam Premium Outlets Bangkok


- ONESIAM, ICONSIAM, and Siam Premium Outlets Bangkok have teamed up to drive the Top of Mind strategy to further strengthen their positionings of top-of-mind shopping destinations of customers all over the world.

- A budget of 500 million baht has been spent to create the mega and joyful phenomena with a lineup of global events during the year-end celebration that will be playing a part in driving the Thai economy and tourism.

- ICONSIAM reaffirms its positioning as the world’s top tourist attraction and reigns as the first-place venue for the New Year’s Eve countdown with international recognition.

Siam Piwat Group, a leading property and retail developer - the owner and operator of global retail destinations comprising Siam Paragon, Siam Center, Siam Discovery, the world’s riverside landmark ICONSIAM, and Siam Premium Outlets Bangkok that is the first original and premium outlet in Thailand, has teamed up with the five tourist-magnet destinations which are the world-class shopping and lifestyle havens to organize the mega phenomena of enjoyable celebration with a lineup of splendid global events. The mission is to remain the first place in the mind of both local and international visitors and at the same time play a leading force to drive the economy and tourism during the end of the year.

By applying the Top of Mind strategy, Siam Piwat’s business performance in 2022 has thus far shown an upward trend of revenue growth thanks to comprehensive sales promotion activities in all platforms which stimulated higher spending and the support from the full reopening of the country in May. In the first nine months of 2022, every shopping mall of Siam Piwat had higher revenue than in the nine months of 2019, before the COVID-19 crisis. The traffic across all of the shopping malls surges almost 100% compared to the pre-COVID level, despite less presence of visitors. Meanwhile, luxury product brands remain on a strong rising trajectory, growing more than double compared to the first nine months of 2021.

Team up with five global destinations to celebrate joyful festivals and a return to a normal life of people after the full reopening of the country to international visitors.

ONESIAM Group organizes the Global Collaboration “ONESIAM Siam Smiley Celebration Infinite Happiness” to celebrate the 50th anniversary of Smiley

Mrs. Saruntorn Asaves, Siam Piwat’s Head of the Shopping Center Business Division, says “During the grand delightful celebration event in welcoming the New Year, Thai and international visitors will return to celebrate in full-scale entertainment thanks to the government’s reopening of the country to international tourists that marks the positive sign of business investment and economy. The customers also have purchasing power for spending. As the top-of-mind destination of local and international customers, ONESIAM Group, a collective of Siam Paragon, Siam Center, and Siam Discovery, play a significant part to spice up the business environment and attracting Thai and international tourists. The recent research by the Pacific Asia Travel Association (PATA) reveals that Thailand’s tourism is in the recovery stage, expecting that the number of tourists will reach 46.90 million by the end of 2024.

ONESIAM Group is creating the phenomena of Global Collaboration by partnering with the global brand Smiley which is known worldwide for its iconic smiling symbol. And with 2022 marking Smiley’s 50th anniversary, the celebration events will be held across the world but Thailand becomes the first country to organize the grand event after the COVID-19 pandemic on the theme “ONESIAM Siam Smiley Celebration Infinite Happiness”. The event is to pinpoint that Thailand is the land of smile to offer happiness for Thai and international visitors and is the one and only largest collaboration with Smiley in Southeast Asia.

During November 17-December 31, 2022, the areas of Siam Paragon, Siam Center, and Siam Discovery are fully decorated with Smiley icons. Expect to see smiling faces decorated at the Christmas trees and a range of installation arts created to represent the character of each shopping center, wishing to bring happiness and smiles to customers. The eye-popping photo corners are also irresistible to snap pictures and share joyful moments with people across the globe. Additionally, Siam Center, the Ideaopolis, has collaborated with Smiley to hold Idea Avenue-style art exhibitions and the special Absolute Siam collection of brand collaborations between Smiley and local brands is only available at Siam Center.

Siam Paragon, Thailand’s world-class luxury shopping mall and largest entertainment complex, offers special presents to customers with Exclusive Luxury Brand Pop-up Shop by the world’s leading brands comprising FENDI 25th Baguette Anniversary Pop-up during November 8, 2022-January 4, 2023, Looney tunes X MCM during 12 November 2022 – 4 January 2023, Montblanc Pop-up 15-21 November 2022 , Balenciaga x Adidias Pop-up during November 18-30, 2022., and Burberry x Minecraft during 3- 18 December 2022. The exclusive collections by these leading brands are only available at Siam Paragon during the exhibiting periods. The event is also fun-packed with Siam Smiley Celebration Infinite Happiness, the street performances hailed from France and the Netherlands, that will be performed every Friday, Saturday, and Sunday throughout the month of December. Get ready to ring in the New Year with Siam Paragon Entertainment Countdown 2023 with concerts by famous artists.

During this year’s final quarter, Siam Center unveils the new zone called the Vibrant Eatery Avenue, the latest food complex set on the mall’s second floor and at the heart of Bangkok which gathers together over 10 new food eateries such as Nen Nuea, Mhan, Pleun Pung, TumTum, Easy Buddy, Guljak Topokki Chicken, Gyukatsu Kyoto Katsugyu, and Hasul Korean Restaurant.

Siam Discovery, the Exploratorium, reaffirms its position as a complex of Everyday Gift for every occasion. A wide range of specially curated gifts is offered ranging from fashion items, street goods, IT gadgets, eco-friendly products from Ecotopia to creative products by Thai designers and artisans at ODS and ICONCRAFT, and surprise gifts at Loft. Another highlight is the eco-friendly Christmas trees made up of recycled materials that Siam Discovery has launched the eco-project titled Siam Discovery Circular Living: Siam Smiley Celebration Infinite Happiness for over 15 years with strong support from GC.

ICONSIAM combines spectacular events and world-class entertainment together at the mega phenomena of year-end celebration with ICONSIAM Magical Enchanted Celebration and reinforces its positioning as the Global Countdown Destination of tourists across the world.

Mr. Supoj Chaiwatsirikul, Managing Director of ICONSIAM Company Limited, says “As a Global Countdown Destination, ICONSIAM is set to follow the government policy to revive and push forward Thailand’s tourism. ICONSIAM has partnered with the public and private sectors, hotel groups, entrepreneurs, and communities on the banks of Chao Phraya River to organize the mega phenomena of year-end celebrations for Thai and international tourists while at the same time celebrating the 4th anniversary of ICONSIAM with the world-class event on the theme “ICONSIAM Magical Enchanted Celebration” to welcome tourists from all over the world that are expected to rise during the yearend.”

- The highlight of the mega phenomenon Global Countdown Destination to ring in the New Year is “Amazing Thailand Countdown 2023” reaffirming that the Chao Phraya River is a significant tourist attraction of Bangkok and makes Thailand become well-known all over the world. The previous events recorded by international news agencies had already shown the world how beautiful Bangkok’s riverside night scenes were when people tuned in to celebrate the New Year’s Eve countdown.

- The Christmas tree lighting festival ICONSIAM Bangkok Illumination 2022, running from November 1, 2022, to January 5, 2023, presents eye-popping and eco-friendly Christmas trees illuminated along the banks of Chao Phraya River to celebrate Christmas and the New Year. This year’s vibrant light extravaganza is produced from clean power generated by Solar Cell to follow the company’s energy-saving mission to reduce greenhouse gas emissions.

- To preserve the Thai tradition of Loy Krathong, ICONSIAM joins hands with the Tourism Authority of Thailand (TAT) and the business allies to organize “ICONSIAM Chao Phraya River of Eternal Prosperity” delighted with vibrant light and sound set along the most beautiful curve of Chao Phraya River. At River Park of ICONSIAM, be amazed by a lineup of entertainment showcases and the cultural values of the Loy Krathong tradition set in different five areas and each is distinctively decorated for visitors to learn more about the invaluable tradition.

- ICONSIAM serves as a favorite destination to fulfill happiness and warmth among family members. Every family is invited to try tempting foods prepared by famous restaurants amidst the majestic view of the Chao Phraya River while special promotions are also offered throughout the festival period.

Siam Premium Outlets Bangkok celebrates the season of happiness by offering joyful shopping experience with an impressive range of gifts from the world’s leading brands.

Mr. Michael Tang, Managing Director of Siam Piwat Simon Co., Ltd., says “Siam Premium Outlets Bangkok is Thailand's first premium outlet offering the most comprehensive selection of the world’s luxury brands alongside some of the favorite international and local brands. The outlet also extends beyond shopping by incorporating many facilities to create a truly relaxing and enjoyable shopping destination. When the Covid-19 pandemic subsides, traffic surges with about 10,000 Thai and international visitors a day.”

Siam Premium Outlets Bangkok has decorated the venue in accordance with the festive season on the theme “THE JOURNEY TO CELEBRATION” to represent a festive voyage with an assembly of stars giving blessings. Live music will be performed every weekend and long holidays in December to offer blessings to visitors during the celebration period.

ONESIAM SuperApp joins in the festive season by unveiling the campaign ONESIAM SuperApp 1st Anniversary.

Mr. Panthep Nilasinthop, Chief Customer Officer of Siam Piwat, says “ONESIAM SuperApp will reach the first anniversary of its official launching in December. Throughout the past year, it has proven the recognition of Siam Piwat’s foresight to create new phenomena in the retail industry by becoming the leader in developing the new platform ONESIAM SuperApp which is a luxury application offering diverse content for every lifestyle alongside products, services, and special promotions. The application is also the CRM platform in the digital world that allows customers to collect VIZ Coin to be used equivalently to cash for shopping at ONESIAM Group and at the application.

During the festive season, ONESIAM SuperApp celebrates its 1st anniversary with a rewarding ONESIAM SuperApp 1st Anniversary Campaign by offering exclusive and surprising gifts, special activities, and irresistible promotions for VIZ members at ONESIAM SuperApp and at four shopping centers. Go shopping at ONESIAM SuperApp to get special deals as well as exclusively curated products and join in Wish List activities allowing you to have a chance to get a reward that caters to your need.

The Top of Mind strategy that creates the mega phenomena of magical happiness during the year-end celebration at the world-class shopping venues of Siam Paragon, Siam Center, Siam Discovery, ICONSIAM, Siam Premium Outlets Bangkok, and ONESIAM SuperApp – the digital platform that gather the universe of shopping experiences together under the same roof – reaffirms Siam Piwat’s first-place positioning in the hearts of customers and visitors all over the world. It is also aimed to stimulate spending and drive the economy and tourism during the high season.