Siam Piwat Group and Partners Ready for a Global Festival “Bangkok Pride Festival” To Attracts Global Tourists to Thailand and Boosts Economic Growth
- Bangkok Pride Festival 2025 leverages Thailand’s success as the first Southeast Asian country to legalize marriage equality, establishing itself as a major global festival that draws international visitors, generates income, and drives economic activity across multiple industries.
- Siam Piwat Group, in collaboration with Bangkok Pride and partner organizations, celebrates Pride Month with a series of grand events, including the Bangkok Pride Parade, Bangkok Pride Forum, Drag Bangkok Festival, and The Celebration: Right to Love 2025 — a month-long extravaganza of inclusivity and joy.
- Creative Industry and Soft Power Institute (CISPI) of the Federation of Thai Industries (FTI) and the Creative Economy Agency (CEA) jointly launched the campaign “Paint the City With MY PRIDE”, aimed at fostering the My Pride identity and promoting Thailand’s sustainable tourism in the long term.
Siam Piwat Group, the owner and operator of global destinations such as Siam Paragon, Siam Center, Siam Discovery and a joint-venture partner of ICONSIAM, ICS and Siam Premium Outlets Bangkok joins forces with public and private sector partners—including Bangkok Pride, the Tourism Authority of Thailand, Bangkok Metropolitan Administration, the Creative Industry and Soft Power Institute, the Federation of Thai Industries (FTI), the Creative Economy Agency (CEA), the United Nations in Thailand, and Drag Bangkok—to once again create a globally resonant “Bangkok Pride Festival 2025” and “The Celebration: Right to Love 2025.”
These landmark events are set to attract both Thai citizens and international tourists to celebrate and embrace Diversity, Equality, and Inclusion throughout Pride Month in June 2025. The press conference announcing the event was joined by Sorawong Thienthong Minister of Tourism and Sports, and Chairperson of the National Soft Power Development Committee Dr. Surapong Suebwonglee, CEO of Siam Piwat Group Chadatip Chutrakul, Subcommittee on Festival Industry National Soft Power Strategy Committee Mayuree Chaipromprasith., vice chairwoman of the FTI and chairwoman of the Creative Industry and Soft Power Institute (CISPI) Pimjai Leeissaranukul, Deputy Governor of Bangkok Sanon Wangsrangboon, Governor of the Tourism Authority of Thailand Thapanee Kiatphaibool, Representative of the UN Secretary-General in Thailand Michaela Friberg-Storey, President and Founder of Naruemit Pride Co., Ltd. and organizer of Bangkok Pride Festival Waaddao Ann Chumaporn, and Director of Yellow Channel Co., Ltd. and organizer of Drag Bangkok Festival Phatthara Lertsukittipongsa, along with representatives from various public and private sector organizations. The announcement firmly establishes the event as a global festival at global destination.
Saruntorn Asaves, First Executive Vice President Shopping Center Business, Siam Piwat Co., Ltd., stated “Siam Piwat Group has been dedicatedly committed to promoting diversity and inclusivity. We are determined to serve as a platform of opportunity — in terms of economy, society, communities, and the nation. We are dedicated to establish our properties as centers of community that embrace diversity, promote inclusivity, and foster equality in multi-dimensional aspects— such as gender, race, or health. We support the values of diversity, equality, and inclusion, which have always been integral to our corporate philosophy and practice. Siam Piwat has continuously supported Bangkok Naruemit Pride, the organizer of the Bangkok Pride Festival, with the intention of positioning the Siam district as a global Pride Destination. Thanks to the remarkable success of last year’s event, this year we reaffirm our commitment to hosting a global festival at the global destination, attracting both Thai participants and international visitors. Bangkok’s strengths is its diversity to welcome visitors of various lifestyles and interests, including the LGBTQIAN+ community. Moreover, the upcoming Bangkok Pride Festival 2025 and “The Celebration: Right to Love 2025” will significantly boost the economy and tourism industry.”
ONESIAM Hosts World-Class Events to Celebrate Pride Month
To reinforce its position as a global destination that draws both Thais and international visitors for every season and festival, ONESIAM — a synergy of Siam Paragon, Siam Center, Siam Discovery, ICONSIAM, and ICS—is playing a key role as one of the key organizers of the Bangkok Pride Festival under the campaign "The Celebration: Right to Love", taking place from May 30 to June 30, 2025. Key highlights include the Bangkok Pride Parade—a major celebration of Pride Month that unites the LGBTQIAN+ community from Thailand and around the world. The parade will be held on June 1, 2025, with Siam Paragon, Siam Center, and Siam Discovery warmly welcoming all parade participants and hosting ongoing events and activities throughout the month.
Siam Paragon, in collaboration with Drag Bangkok and Yellow Channel, will also host Drag Bangkok Festival 2025—a vibrant celebration of drag culture that captivates global audiences. The festival will feature iconic and legendary drag artists who will bring excitement and entertainment to Parc Paragon from May 30 to June 1, 2025.
Siam Center The Ideaopolis presents a key highlight of "The Celebration: Right to Love", capturing global attention and reinforcing its role as a platform for inspiration. The center continues to support emerging Thai artists by providing them with space to showcase their creativity to the nation and propel them onto the international stage. This year, Siam Center is co-creating and collaborating with Poriin, a leading Thai artist and designer, along with eight fellow Thai creatives from various professions—each with a unique style and identity. Together, they will produce works under the concept “Siam Center Galaxy of Love”, reflecting the values of diversity, acceptance, and unity. The showcase will take the form of a pop-up installation accompanied by DIY activities designed to inspire visitors.
Throughout the month-long celebration from May 30 to June 30, 2025, Siam Center will also host activities in partnership with numerous diversity-focused organizations such as Thairath Group. Highlights include presents "Mirror - OWN YOUR PRIDE", a lifestyle experience space featuring exhibitions where LGBTQIAN+ influencers share stories of pride in being themselves. This event celebrates diversity as a beautiful norm. Held from May 30 to June 8, 2025, organized by MIRROR and Siam Center. POP MART joins the campaign with a range of activities, including the Exclusive Unboxing Pride Activity, where participants simultaneously open PRIDE collection mystery boxes—the largest of its kind—alongside other engaging activities. Epson highlights its stance on inclusivity across all genders and ages, while showcasing eco-conscious technology for a better future. Siam Center will also host Pride Stage, including talks, concerts, entertainment events from leading partners, drag shows, and performances by LGBTQIAN+ networks, with happenings every weekend throughout June. On June 1, 2025, Siam Center will be a landmark stop in the Bangkok Pride Parade, one of the largest rainbow parades in the country, marching along Rama I Road.
Siam Discovery The Exploratorium partners with leading brands to present special collections for Pride Month, offering fashion and accessories that allow everyone to express themselves and actively participate in a global festival celebrating diversity. Meanwhile, ICONSIAM and ICS join the celebration with the campaign “ICONSIAM Pride Out Louder – Let the Voice of Pride Resound Louder Than Ever.” The campaign reinforces Thailand’s growing power of diversity and equality, now recognized as part of contemporary global culture. Throughout June 2025, ICONSIAM will feature a series of special activities, including: “PRIDE OUT WALL” – A space of hope and collective voice, inviting everyone in society to share their vision of what the future of the Pride Era should look like. This installation encourages diverse perspectives and truly inclusive dialogue. The highlight event, “ICONSIAM PRIDE OUT LOUDER 2025: Exclusive Fan Meet – Khee Muen Fah,” gives fans of the Y-series drama a chance to enjoy unforgettable moments with seven beloved stars from the show “Khee Muen Fah” on June 6, 2025. “The Pride Successor Series” will take place throughout the month, with numerous engaging activities.Visitors will also enjoy vibrant check-in photo ops in an environment adorned with the colors of Pride Month, including the spectacular light art installation “REFLECTION OF PRIDE – A Radiant Expression of Pride,” on display from June 1–30, 2025.
Furthermore, Siam Piwat launches a limited-edition sustainable ONESIAM drinking water can under the theme “Celebration: Right to Love”, in honor of Pride Month and the LGBTQIAN+ community. The design celebrates boundless love in all its forms and promotes sustainable consumption. The can design is created by Somchana Kangwarnjit, an acclaimed designer with over 200 international awards, and produced by Greenery Water, Thailand’s first aluminum canned water brand.
Launch of the “Paint the City With MY PRiDE” Campaign: Creating an Identity of Pride
Kriangkrai Thiennukul, Chairman of the Federation of Thai Industries (FTI), stated “The Federation of Thai Industries recognizes the potential of creativity as a key driver of economic growth. Creative thinking can effectively enhance and add value to traditional industries (First Industries), making them more contemporary and responsive to today’s market demands. Furthermore, it can serve as a foundation for developing Next-Gen Industries—creating new business opportunities, employment, and strengthening Thailand’s national competitiveness. The LGBTQIAN+ community represents a significant creative force, playing a vital role in propelling Thailand’s soft power forward. This contribution has a tangible impact on the growth of the creative economy—both at the organizational and industrial levels.
To harness and amplify this potential, the Creative Industry and Soft Power Institute (CISPI), under the FTI, in collaboration with the Creative Economy Agency (CEA), has initiated the “Paint the City with MY PRIDE” campaign. The initiative includes the creation of a visual identity under the name “MY PRIDE”, aimed at raising awareness around the value of self-identity, open-mindedness, and pride in both oneself and in Thailand. This identity set is open for adoption by all sectors and can be creatively applied across products, services, and media to generate added business value, promote tourism, enhance Thailand’s global image, and support the advancement of the country’s soft power policy.”
CISPI, in collaboration with the CEA, is partnering with over 10 leading brands to release a line of new products featuring Thai character designs under the “MY PRIDE” identity throughout May–June 2025. Participating brands include Rabbit Card, S&P, Moreloop, Yuedpao, Greyhound, ICHITAN, Pacific Seafood Processing Co., Ltd., Yan Wal Yun Corporation Group, Siam M.C. Co., Ltd., and Chokchaipibul Co., Ltd. This collaborative effort aims to bring vibrant energy to Pride Month and showcase the strength and beauty of Thailand’s diversity on a global stage.
“MY PRIDE serves as a voice of pride, advocating for equality and mutual acceptance. Together, we will express Thai identity in multi dimension through products and services offered at fair prices. This movement spans across industries—from manufacturing and trade to services and tourism—with the goal of building sustainable charm and appeal for Thailand,” added Kriangkrai Thiennukul, Chairman of FTI.
Today, MY PRIDE is not just a reflection of Bangkok’s vibrant diversity under the concept of “My Pride Bangkok”; it also represents Thailand’s potential in advancing equality. This marks the first step toward elevating the campaign to a national level—“My Pride of Thailand.” Plans are already underway to expand the initiative to various regions across the country, further empowering Thailand’s soft power to grow with strength and global relevance.
Waaddao Ann Chumaporn, President and Founder of Naruemit Pride Co., Ltd. and organizer of Bangkok Pride Festival said “The success of last year’s Bangkok Pride Festival showcased the strength, diversity, and boundless love within the LGBTQIAN+ community. It was a monumental celebration recognized for its vibrancy and impact. This year, the event will be themed ‘Born This Way: Continuing the Fight—from Marriage Equality to Identity Recognition’, reflecting the ongoing journey of rights and acceptance.”
She added that over 300,000 attendees—both Thais and international visitors—are expected to join the parade in 2025, up from 100,000 in 2023 and 250,000 in 2024. This growth is projected to generate over 4.5 billion baht in economic circulation. The aim is for Bangkok Pride Festival 2025 to become a national festival, further establishing Bangkok as a top global Pride destination. The event is expected to feature one of the top 10 largest Pride parades in the world and the number one most anticipated in Asia—a magnet not just for LGBTQIAN+ individuals, but for people and tourists from all over the world. “This festival is more than just a celebration for the LGBTQIAN+ community. It is a declaration that Bangkok and Thailand are ready to be the world’s Pride destination—and to proudly host Bangkok World Pride 2030,” added Waaddao.
Uniting Forces: Public, Private, and Civil Society Sectors Join Hands to Host a Grand Bangkok Pride Festival
The Bangkok Pride Festival and The Celebration: Right to Love, jointly organized by ONESIAM and Bangkok Pride, have received tremendous support from partners across all sectors, including LGBTQIAN+ community organizations and networks, Drag Bangkok, Tourism Authority of Thailand (TAT), Bangkok Metropolitan Administration (BMA),Creative Industry and Soft Power Institute (CISPI), The Federation of Thai Industries (FTI), Creative Economy Agency (CEA), The United Nations in Thailand (UN) and The United Nations Development Programme (UNDP) Thailand.
This powerful collaboration is also a united force across civil society, public sector, private sector, and international organizations including Absolute Siam, BTS, Converse, CP, Dentiste, SmoothE, Epson, FTI, Fitness First, Fri27Nov, GMM Music, GNEST, White FOX, White Music, Grab, Greenery Water, Greyhound, Smileyhound, Greyhound Café, Jaspal , Kantana, KH Pride, Klook, Lego, Leisure Projects, Legend Heroes Thailand, LOFT, Madame Tussauds, Megatix, Nike, Nose Tea , Paragon Cineplex, Phramongkutklao Hospital, Picht, PlanB, Player Box, Pomelo, Pop Mart, Poriin, Random Dance Thailand, RS Music, BRIQ, Sansiri, SC asset, SEA LIFE, Siam Kempinski, Star Hunter, Super Daddy Store, Tagthai, Tar Mafia, TECB, Thai Association of Boys Love Content, Thairath Group, Mirror, Tiffany’s Show Pattaya , Miss Tiffany, Miss International Queen, Tumkratoei, Virgin Active, W Hotel Bangkok, White Party and Yellow Channel.
