Bangkok-based retail conglomerate The Mall Group has been recognised with two honours at the Travel Daily Media Travel Trade Excellence Awards 2026 – Thailand, winning Tourist Attraction of the Year – Thailand and Content Marketing of the Year – Thailand. The awards highlight the group's success in turning shopping malls into urban tourism destinations and using storytelling to link global pop culture with Thai experiences.
Emsphere: from mall to must-visit destination
Since opening in December 2023, Emsphere, part of the EM District in Bangkok, has evolved well beyond a conventional retail complex. It now functions as a full-fledged visitor destination, blending shopping, dining, entertainment, and nightlife. Key attractions include UOB LIVE, EM WONDER, TRIBE Sky Beach Club, more than 80 restaurants, and a mix of international brands and lifestyle experiences.
The property has quickly gained traction among international travellers. In 2024, it was the most-searched destination in Thailand on Xiaohongshu, and in 2026 it made Dianping's Must-Visit Places in Thailand list. Its digital footprint is equally impressive: 3.46 billion online impressions and roughly 2,457 media mentions in international and mainstream outlets during 2025.
The Mall Group has also partnered with airlines, hotels, travel platforms, and payment providers to improve accessibility for foreign visitors, making it easier to include Emsphere in Bangkok itineraries. This collaborative approach has helped the destination become a regular stop for both leisure and business travellers.
Monchhichi campaign: content that drives footfall
The second award recognised The Mall Group's Monchhichi New Year Celebrations, which marked the 50th anniversary of the Japanese character and introduced an exclusive Thai Edition. Rather than a simple retail tie-in, the group built a narrative around Monchhichi visiting Thailand for New Year celebrations, weaving the character into local neighbourhoods, lifestyle spots, parks, restaurants, and community events.
The campaign spanned Siam Paragon, Emporium, and The Mall Lifestore, using digital content, social media, international media, and key opinion leaders to extend its reach. It showcased Thailand through authentic experiences rather than traditional advertising, resonating with both local and international audiences.
The results were tangible. Park Pilates with Monchhichi sold out within three minutes; Monchhichi Christmas Town saw a 293% increase in participation and a 107% rise in spending; and the Emporium Pop-Up experienced a 549% jump in traffic and an 83% year-on-year sales increase. These figures underscore how content-driven campaigns can translate into real commercial outcomes.
The Mall Group's dual wins reflect a broader strategy: creating destinations that give visitors more reasons to explore Bangkok, and using content and experiences to make those destinations part of the story. This approach aligns with trends seen across the region, such as Thailand's domestic travel surge and the rise of experiential retail.
The Travel Daily Media Travel Trade Excellence Awards – Thailand honour the best in the country's travel industry, spanning hotels, airlines, airports, cruise lines, tour operators, booking platforms, and travel technology. The Mall Group's recognition places it alongside other winners such as Chiang Mai Marriott and Radisson Hotel Group's Creator Hub, underscoring the growing importance of innovative marketing and destination development in Thailand's tourism economy.
