What: Siam Paragon invests over $39 million to launch three world-class attractions—Nextopia, MeLand, and Dining Phenomenal—transforming the Bangkok mall into a comprehensive entertainment and culinary destination.

Why it is important: Siam Paragon’s investment highlights the growing importance of immersive experiences and cross-industry partnerships in maintaining relevance and leadership in the competitive retail and tourism landscape.

Siam Paragon, one of Bangkok’s most-visited retail landmarks, is set to unveil three major attractions in the final quarter of 2025: Nextopia, a 15,000sqm prototype “world of tomorrow” co-created with 50 innovation partners; MeLand, a 5,000sqm indoor theme park from China with over 100 attractions and 500 edutainment experiences; and Dining Phenomenal, an enhanced culinary hub featuring more than 700 restaurants, cafes, and dessert bars. With a total investment exceeding $39 million and a marketing budget of $6 million, these initiatives aim to deliver extraordinary, multi-generational experiences and reinforce Siam Paragon’s status as Thailand’s most comprehensive entertainment destination. The launch coincides with the mall’s 20th anniversary and is expected to further boost its annual visitor count beyond 100 million, strengthening Bangkok’s position as a global tourism and retail hub. 

IADS Notes: Siam Paragon’s investment in Nextopia, MeLand, and the Dining Phenomenal hub marks a new phase in the evolution of Thai malls as global experiential destinations. As reported by Inside Retail in June 2025 and January 2025, Bangkok’s leading malls are increasingly blending retail, entertainment, and cultural programming to attract both international tourists and local visitors, with EM District and IconSiam serving as benchmarks for this transformation. The Bangkok Post in April 2025 and November 2023 highlighted the strategic expansion of food and beverage offerings, with over 700 restaurants and experiential dining concepts now central to customer engagement and differentiation . Monocle in September 2025 and Forbes in March 2025 emphasised the importance of cross-industry partnerships and mixed-use development, with innovation partners and community collaboration setting new standards for Asian malls and reinforcing Bangkok’s status as a global retail and tourism hub. Inside Retail in November 2024 and March 2025, along with The Nation in December 2024, provided context on the competitive landscape, noting that Central Pattana, The Mall Group, and Siam Piwat are all investing heavily in innovation, tourism, and lifestyle experiences to maintain leadership in Southeast Asian retail .

Siam Paragon invests US$39m to go experiential