What: Siam Paragon Retail has won the Thailand Corporate Excellence Award 2025 for the second consecutive year, marking its 20th anniversary with a focus on management excellence and customer experience.

Why it is important: This achievement demonstrates how Thai retail leaders are setting new international standards through innovation and customer experience, as seen in recent industry developments.

Siam Paragon Retail’s consecutive win at the Thailand Corporate Excellence Awards 2025, coinciding with its 20th anniversary, highlights its sustained commitment to elevating Thai retail to international standards. The company’s success is rooted in a philosophy of constantly enhancing the customer experience, supported by strategic partnerships with Siam Piwat Group and The Mall Group. These collaborations have fostered a culture of innovation, integrating data-driven and tech-enabled strategies such as AI-powered hyper-personalisation and flexible operational management. Siam Paragon’s approach extends beyond traditional retail, focusing on experiential value design and aligning products, services, and activities with evolving customer lifestyles. The brand’s ability to generate the highest revenue per square meter in the country is attributed to its strategic retail engines and a continuous learning culture among its teams. As Siam Paragon celebrates two decades, it is not only commemorating past achievements but also launching new strategies to expand omnichannel experiences and further elevate service standards, ensuring its position as a model for retail experience innovation in the region. 

IADS Notes: Siam Paragon’s recognition at the Thailand Corporate Excellence Awards 2025 aligns with its major 20th anniversary revamp in November 2025, which set new standards for experiential value and digital innovation. The Mall Group’s technology awards in September 2025 and the sector’s embrace of AI-driven hyper-personalisation in March 2025 reflect a broader industry shift toward tech-enabled, customer-centric retail. The evolution toward experiential retail, noted in January 2025, and The Mall Group’s strategic wins in March 2025, further validate the sector’s commitment to innovation and leadership in Southeast Asia.

The Mall Group’s Siam Paragon Retail wins Thailand Corporate Excellence Royal Award