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Korat Mall Songkran Festival 69: Discount Fest & Pool Party

Korat Mall Songkran Festival 69: Discount Fest & Pool Party

Matichon•Society•2d ago

Reader Briefing

The Mall Group transforms The Mall Korat into an 'Urban Tourism Destination' for Songkran 69, featuring a massive discount festival and a 'Splash Pool Party' landmark.

  • •The Mall Group is launching the 'THE MALL LIFESTORE SONGKRAN FESTIVAL 2026' with an 'URBANHOLIDAY' concept.
  • •A major highlight is the 'SPLASH POOL PARTY' at Fantasia Lagoon in The Mall Korat, featuring a 50-meter pool and live music.
  • •The festival includes various activities, a large discount event ('Khorat Discount City 4'), and targets a 15-20% traffic increase.

Overview

  • •The campaign 'THE MALL LIFESTORE SONGKRAN FESTIVAL 2026' under the concept 'URBANHOLIDAY' will run from April 10–15, 2026.
  • •The Mall Group's initiative aims to cater to the trend of 'staycations' and 'urban holidays' due to global economic fluctuations.
  • •The Mall Korat is being transformed into an 'URBAN TOURISM DESTINATION' for the Songkran festival.
  • •A 'SPLASH POOL PARTY' will take place at Fantasia Lagoon in The Mall Korat from April 12–14, 2026.
  • •The Tourism Authority of Thailand (TAT) has set a target of 215 million domestic trips for 2026, generating over 1 trillion THB in revenue.
  • •The 'Khorat Discount City 4' event will offer discounts of up to 60% on electronics/IT, 80% on bedding, and 50% on groceries from April 9–19, 2026.
  • •Member promotions include a SHOP & PLAY model and earning a POLCASAN bag by spending 6,000 THB (Mon–Thu) or 3,000 THB (Fri–Sun) until April 28, 2026.
  • •The initiatives aim to increase traffic by 15–20% compared to the previous year.

Full article content is available on the original source.

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Source: Matichon (Original)

Key Quotes

Vorarath Tularaporn
"Amidst volatile global energy prices and cost of living, consumer behavior during festivals has shifted towards spending more time closer to home."
ท่ามกลางสถานการณ์ภาวะราคาพลังงานโลกและค่าครองชีพที่ผันผวน ส่งผลให้พฤติกรรมผู้บริโภคช่วงเทศกาลเปลี่ยนไป โดยหันมาใช้เวลาใกล้บ้านมากขึ้น

Key Entities

Organization

The Mall Groupℹ️
Operator of major shopping malls in Thailand, launching the 'THE MALL LIFESTORE SONGKRAN FESTIVAL 2026'.
Tourism Authority of Thailand(การท่องเที่ยวแห่งประเทศไทย)ℹ️
Government agency responsible for promoting domestic and international tourism, setting targets for Thailand's tourism industry.
Tillybirds
A musical artist scheduled to perform at the 'SPLASH POOL PARTY' on April 12, 2026.
Decathlonℹ️
A sports goods retailer, providing games for the 'Songkran Festival : House of Fun' event.
Major Cineplexℹ️
A cinema operator in Thailand, associated with Korat Cineplex.
Power Mall
A department store specializing in electronics and IT, participating in the 'Khorat Discount City 4' event.
The Living
A home furnishings department, offering discounts on bedding during the 'Khorat Discount City 4' event.
Gourmet Market
A supermarket chain, offering discounts on consumer goods during the 'Khorat Discount City 4' event.

Place

The Mall Lifestore(เดอะมอลล์ไลฟ์สโตร์)
A shopping mall location, part of The Mall Group, hosting the Songkran festival and discount events.
The Mall Korat
A strategic flagship mall in the Northeast, hosting the 'SPLASH POOL PARTY' and other Songkran festival activities.
Fantasia Lagoon
A water park within The Mall Korat, designated as the venue for the 'SPLASH POOL PARTY'.
Korat Cineplex
A cinema complex, part of Major Cineplex, offering popcorn promotions during the Songkran festival.
MCC HALL
An event venue located on the 3rd floor of The Mall Korat, hosting 'THE MALL LIFESTORE JUNGLE WALK'.

Person

Ms. Vorarath Tularaporn(นางสาววรลักษณ์ ตุลาภรณ์)
Chief Marketing Officer of The Mall Group, who commented on consumer behavior shifts.
Baitoey Rsiam(ใบเตย อาร์สยาม)
A musical artist scheduled to perform at the 'SPLASH POOL PARTY' on April 13, 2026.
Lift & Oil(ลิฟท์ & ออย)
A musical duo scheduled to perform at the 'SPLASH POOL PARTY' on April 14, 2026.

Concept

URBANHOLIDAY
A concept for the Songkran festival campaign, emphasizing local and urban tourism experiences.
SONGKRAN : HOUSE OF FUN
A specific concept for the Songkran festival at The Mall Group.
SHOP & PLAY
A promotional model used by The Mall to stimulate spending during Songkran, combining shopping with entertainment.

Promotion

SUMMER-CATION DEALS
A specific campaign offering deals for M Card members during the summer period, part of the SHOP & PLAY model.

Membership Program

M Card
The loyalty program for The Mall Group, offering exclusive benefits and promotions to its members.