The Mall Group celebrates Thai new year with a fine food market
What: "Thailand's EM District launches 'Kudthai 2025' event across three major malls, showcasing local products and cultural experiences through an integrated multi-venue approach."
Why it is important: "The multi-venue cultural retail event reflects Thailand's sophisticated approach to experiential retail, where shopping centers serve as platforms for celebrating and promoting local heritage."
The EM District's "Kudthai 2025: Only's Thailand Best & Beyond" event represents a comprehensive celebration of Thai culture and commerce across three major retail destinations. Running until April 20 at Emporium, EmQuartier, and Emsphere, the initiative curates community products from across Thailand, offering visitors an immersive cultural experience. The event features distinct zones including the "Thai Pop Market," showcasing crafts and fashion, and "ThaiThai Market," presenting modernized Thai craft products. Interactive elements include workshops for traditional crafts like painting Bo Sang umbrellas and creating Songkran scented water. The "Thai Tainment Market" at Emsphere brings together over 40 renowned restaurants, while the "Thai Origin Market" at EmQuartier offers locally sourced products and ingredients. This multi-faceted approach combines retail, dining, and cultural experiences, demonstrating Thailand's innovative approach to experiential retail and cultural preservation.
IADS Notes: Recent developments in Thai retail demonstrate a sophisticated approach to cultural and experiential integration. According to Inside Retail in January 2025 , Bangkok's mall operators are successfully positioning themselves as cultural purveyors, with significant investments in art exhibitions, local designer spaces, and cultural programming. Inside Retail Asia's December 2023 coverage of The Mall Group's Emsphere opening highlighted how the 650,000 sqm EM district project aims to create a distinctive urban district comparable to global destinations like Omotesando in Tokyo. The Bangkok Post's November 2023 report on The Mall Group's transformation of its Bang Kapi and Bang Khae locations into "Food Destinations" showcases the focus on authentic local experiences, featuring over 700 restaurants across various cuisines. Business of Fashion's November 2024 analysis further reinforces this trend, projecting Thailand's luxury market to reach USD 3.6 billion by 2029, driven by the successful integration of cultural experiences with high-end retail. These developments demonstrate how Thai retailers are creating unique retail destinations that blend local heritage with modern shopping experiences, attracting both domestic and international visitors.
