What: The Mall Group is following last year's Monchhichi campaign with Mr. Men and Little Miss, the second edition of its "FIRST EXPERIENCE" strategy of bringing a new character to Thailand each festive season, backed by more than THB 200 million in promotions and privileges.

Why it is important: The Mall Group is following last year's Monchhichi campaign with Mr. Men and Little Miss, the second edition of its "FIRST EXPERIENCE" strategy of bringing a new character to Thailand each festive season, backed by more than THB 200 million in promotions and privileges.

Chief marketing officer Voralak Tulaphorn frames the challenge as creating new reasons to return each year rather than making the season bigger. Under the concept "Bring Every Feeling to Life," the British characters structure a journey the group summarises as Explore, Participate, Share, Shop.

The centrepiece is Happiness Headquarters at The Mall Lifestore Bangkapi from 4 December to 5 January, an immersive installation with a Christmas tree over 15 metres tall. More than 33 artists and bands, including Slot Machine, Tilly Birds and Three Man Down, will perform from mid-December at four Lifestore branches. Signature gift wrapping and exclusive collections carry the theme into gifting.

A gachapon station offers limited-edition collectibles and coupons for purchases of THB 1,500 or more, while M Card members and partner cardholders can receive benefits of up to THB 7,600. Black Weekend (27 to 29 November) and Boxing Day (24 to 27 December) bring discounts of up to 50%. The release states a traffic target of over 15% in its introduction and more than 20% in its commercial section.

Partnerships with the Tourism Authority of Thailand, the Bangkok Metropolitan Administration and Visa position the limited collections as souvenirs for international visitors.

IADS Notes: The Monchhichi campaign that preceded this edition won Gold for Experiential Marketing and Bronze for Communications and PR at the Marketing Excellence Awards 2026 (Press Release, September 2026), then Content Marketing of the Year at the Travel Daily Media awards, where Monchhichi Christmas Town recorded a 293% rise in participation and 107% growth in spending, and the Emporium pop-up saw traffic rise 549% and sales 83% year on year. The same jury named Emsphere Tourist Attraction of the Year (Travel Daily Media, October 2026). The group's reach to foreign visitors starts before arrival, as a launch partner of THIM, the government immigration app that distributes retail coupons and privileges and has passed 600,000 downloads (The Nation, September 2026). These privileges rest on a loyalty programme of more than seven million members, now extended with co-branded payment cards, while themed attractions, gamified rewards and social-media-friendly installations are designed to lengthen dwell time and drive repeat visits (Retail News Asia, May 2026).

The Mall Group brings Mr. Men and Little Miss to Thailand for its 2027 New Year campaign