Central Pattana Launches ‘Summer Fest 2026’ with 1,000 Events, Aiming to Position Thailand as a Global Summer Destination

• 600 million baht investment to stage one of Thailand’s largest summer festival campaigns across Central shopping centres nationwide, reinforcing the country’s summer tourism economy.
• Built on two strategic pillars — Creative Economy and Fandom Empowerment — transforming Thailand’s soft power into economic value while celebrating the country’s ranking among the Top 3 most enjoyable countries in the world.*
• First-ever collaboration between MandeeWork and Domundi Entertainment, introducing rising Asian stars Keng Harit – Namping Napatsakorn and Tle Matimant – FirstOne Wannakorn as ‘Summer Boy Ambassadors’, tapping into regional fandom power to attract high-spending visitors across Asia.
• Renowned designers Jirayu Koo and Prang Vipaluk debut “Nong Summer,” an elephant mascot inspired by Thailand’s five regions, alongside a pickleball landmark installation at centralwOrld, bringing one of the world’s fastest-growing sports trends into the heart of Bangkok.

Bangkok – Thailand continues to strengthen its appeal as a global leisure destination, recently ranking among the Top 3 most enjoyable countries in the world.* To build on this momentum, Central Pattana plc, Thailand’s leading real estate developer for sustainability and developer of Central shopping centers nationwide,, is investing 600 million baht to launch “Summer Fest 2026: Sound of Summer,” featuring more than 1,000 events across the country from 13 March to 10 May 2026.

Built on two strategic pillars — Creative Economy and Fandom Empowerment — the campaign aims to transform Thailand’s cultural and fandom soft power into economic value while strengthening the country’s positioning as a global summer destination.

Watch the campaign video: https://youtu.be/C04TXazrmPo

Joining hands with leading partners to create fun nationwide, including UOB Bank Public Company Limited, Krungthai Card Public Company Limited, Krungsri Card Public Company Limited, Central The One Credit Card, AEON Thanasin Asset (Thailand) Public Company Limited, Card X Company Limited, TMB Thanachart, The Barai Hotel Hua Hin, Hyatt Regency Hua Hin, SF Cinema, Vaseline, Havaianas Thailand, and Prebo Pop.

Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer for Central Pattana plc, said: “Thailand has strong potential to position itself as a global summer destination as its creative industries continue to gain international momentum and fandom culture across Asia increasingly drives cross-border travel, tourism spending and large-scale cultural experiences. Through Summer Fest 2026, we aim to transform these cultural strengths into tangible economic value by connecting entertainment, lifestyle and tourism experiences across our nationwide network of Central shopping centres.”

“The collaboration with Domundi and the participation of rising Asian stars reflect how Thailand’s entertainment industry, particularly the global popularity of Thai BL series, has evolved into a powerful driver of regional fandom and travel demand. By bringing together fandom communities, contemporary Thai artists and new lifestyle experiences, we are creating a summer platform that not only activates retail and tourism but also strengthens Thailand’s cultural presence on the global stage.”

“We leverage the power of fandom combined with Central shopping centers nationwide to create a multitude of seamless experiences across all regions, stimulate quality consumer traffic and significantly increase spending and economic activity. Central also worked with contemporary Thai artists on the decoration and design of ‘Nong Summer’, a mascot featuring seven designs to reflect the unique characteristics of the five regions of Thailand. This adds contemporary style and distinction to Thai summer in the eyes of the world. All of this reflects the strength of the Thai entertainment industry, which is strongly connected to tourism and lifestyle, and represents a significant step in putting forward Thailand as a global summer destination,” Dr. Nattakit added.

Mr. Kittipat Champa, CEO of Mandee Work Co., Ltd., stated: “Joining hands with Central Pattana, Thailand’s leading shopping center developer, in the Summer Fest 2026 campaign, is a significant step for Mandee Work as Central Pattana is a national platform, with the capability of creating large-scale or global-scale campaigns. Central Pattana plays a major role in putting forward Thailand’s soft power by powerfully connecting entertainment, lifestyle and tourism together. Our artists, Keng Harit – Namping Napaskorn and Tle Matimant – FirstOne Wannakorn, have risen from the Thai series industry with an international fanbase, and working with Central Pattana’s platform helps expand engagement from online to real-world experiences in key locations nationwide. This includes fan meet-and-greets, caravan on tour and limited-edition campaign item collections, which all continue to spur fan engagement and create a deeper connection between both artists and consumers.”

“We are confident that this collaboration will help elevate the standards of entertainment campaigns in Thailand, creating a buzz, physical travel and spending on a larger scale, while reflecting the high potential of the Thai entertainment industry, which grows alongside the business and tourism sectors,” Mr. Kittipat said.

Two key strategies to drive the Creative Economy and Fandom Empowerment to promote Thai summers to a global level include:

1^st strategy: Creative Economy Boost – Integrating art and entertainment to create a global summer destination. Driving the creative economy forward by combining the power of art, entertainment and experience creation to transform Central shopping centers nationwide into platforms that create economic value and Thai soft power on a global level, including:

Using art as soft power to reflect contemporary Thai identity

• The first collaboration is with Jirayu Koo (Jirayu Kooamornpattana), a Thai illustrator known for her internationally acclaimed unique style. Together, we designed the vibe for our Summer Campaign at Central shopping centers nationwide, conveying regional uniqueness through Jirayu’s vibrant illustrations blended with contemporary Thai elements that reflect the cultural DNA of Thailand – its joyful and sincere spirit. The design’s inspiration came from nature, textile patterns and the local lifestyles of all five regions of Thailand and the campaign is reinterpreting these elements in a modern style to create a fun and lively summer atmosphere in shopping centers throughout the campaign period.

• Get ready for vibrant energy: Nong Summer, the elephant mascot who will warm your heart with a THAI SIGNATURE. Nong Summer is designed by Jirayu Koo showing the charm of the five regions of Thailand, reinterpreted through contemporary designs and transformed into bold fashion for five Nong Summer characters, representing fun that spreads smiles across the country:
  • Central region: Nong Summer – representing the city’s creative energy
  • Eastern region: Nong Summer of the East brings fun, vibrancy and a seaside lifestyle to you
  • Northeastern region: Summer Ma Laew Der – Join the fun of contemporary Isan rhythms
  • Northern region: Jao Summer Muan Ner – Experience the charm of sophistication in a cool look
  • Southern region: Summer Roirang – Unleash the fun in a southern Thai style

Nong Summer will spread happiness at 18 branches covering all regions nationwide. In addition, there are Summer Art Sculptures, and elephant landmarks at Central Ladprao and Central Hatyai.

• centralwOrld presents the ‘The Summer Club 2026’ theme together with Thai illustrator Prang Vipaluk, who is known for her vibrant style, transforming the space into an urban-scale lifestyle destination and energizing Bangkok through sports, fashion music, and the active energy of the modern community. A key highlight is the introduction of the globally popular sport: pickleball (a hybrid of tennis, table tennis and badminton) in the heart of the city. A giant pickleball court serves as a new landmark in front of centralwOrld, offering free play for everyone to enjoy and embrace the summer spirit. Additionally, artist Prang has designed clothing for two new ‘Summer Bangkok City’ characters: one representing culture and the other, sports, reflecting a contemporary perspective on Bangkok’s identity and lifestyle.

2^nd strategy: Fandom Empowerment – Transforming the power of fandom to a driving force for the economy and spending

The ‘fandom economy’ is one of the key mechanisms for the modern lifestyle economy, with data from campaigns featuring participating artists revealing that fandom includes quality spenders, spending approximately 2-3 times more than the average customer. Fans also tend to travel across provinces to participate in events, directly impacting consumer traffic, visitor duration and spending across various categories within shopping centers. Central Pattana is leveraging this potential through exclusive merchandise featuring Keng, Namping, Tle, and Firstwan in two collections: limited edition photo cards and keychains, along with hosting the nationwide ‘Roadshow Fan Meet’ events to create intimate experiences and foster engagement.

Creative Event Phenomenon – 1,000 events nationwide

Elevating Thai-style fun to the ‘Lifestyle Festival of the Year’, offering daily entertainment with over 1,000 events nationwide, covering music, art, fashion, lifestyle markets, family, sports, and cultural festivals; this always-on experience provides activities that cover every dimension of the modern lifestyle.

• Music: Enhancing the summer vibes with the sounds of summer from local music to modern sounds: Available at 24 Central branches, including the ‘Thailizm’ music festival at centralwOrld, and Pop Khon Music Fest, the ultimate pop music festival in Nakhon Si Thammarat at Central Nakhon Si Thammarat.
• Caravan – The caravan will give away fun and excitement to five regions, including events such as the ‘Rod-daeng Summer Carnival’, the water-splashing red truck parade at the moat of Chiang Mai in addition to the caravans at Central Ramindra, Central Si Racha, Central Khon Kaen and Central Ayutthaya.
• Fashion: Summer trends that reflect contemporary Thai identity are showcased at 14 Central branches, including the E-SARN KOLE’ ART & CRAFT FASHION SHOW, which mixes culture and enjoys the creative energy of Isan at Central Ubon, and the Summer Fashion Show in Hat Yai.
• Art: Artworks and installations that interpret the spirit of Thai summer from a global perspective are showcased at 12 Central branches. Examples include ‘The Giant Soul of Isan’, an art installation showing the Isan way of life, with unique designs by Jirayu Koo in collaboration with SEMATHAI MARIONETTE (Foundation Art For Social), exclusively displayed at branches in the Isan region such as Central Khon Kaen, Central Ubon Ratchathani, Central Udon Thani, and Central Nakhon Ratchasima; and ‘TON KWEN The Origin of Uniqueness’ in a collaboration with Chiang Mai University, presents works under the concept of ‘The Origin of Uniqueness’,
• Summer Spirit: ‘Run to Shake This Summer Out’ will transform Central shopping centers into the most fun club in the country at four Central branches: Central Nakhon Pathom, Central Westville, Central Korat, and Central Hatyai.
• Family Kids & Pets: At 20 Central branches, enjoy summer activities for children including DJ booths, singing, playing, dancing and workshops (Central Chiangmai Airport, Central Salaya Kite Festival 2026).
• Lifestyle Market: Experience food, travel, shopping and local culture from every region in Thailand, including the PINKLAO SUMMER FRUIT FEST, with seven durian varieties, Kad Mua Krua Muan at Chiangmai Airport, Sound of Esan at Central Korat and the 3^rd annual Kin Kung Chan (Eat Chanthaburi Shrimp) event at Central Chanthaburi.

Enjoy dining and shopping with summer collection items from popular brands at Central shopping centers.

Fashion: CHARLES & KEITH, DYSON, H&M, HAVAIANAS, JELLY, BUNNY, LYN, MUJI, NIKE, O&B, RAVIPA, TORY BURCH and VICTORIA’S SECRE, Food and Restaurants: AFTER YOU, ĂN CƠM ĂN CÁ, BURA MARIE, BURN BUSABA, FÁ PLĀ TAHŃ, KIEW KAI KA, KUB KAO’ KUB PLA, ROS’NIYOM, S&P, and SWENSEN’S, IT Gadgets: Discover the latest smartphones such as: SAMSUNG GALAXY S26 SERIES, VIVO V70 SERIES, OPPO FIND N6 SERIES and many more.

‘Eat & Shop Out Loud’ – transforming every dining and shopping experience into a superior experience.

1. WIN OUT LOUD: For every 1,000 baht spent on food and shopping, receive one chance to win* an exclusive vacation package at the Hyatt Regency Hua Hin (20 prizes in total, worth 280,000 baht). Special offer for The1 Exclusive members and participating credit card holders: receive three times the chance to win. 2. Special prize for the ultimate shopper: 20 Top Spenders in the categories of Fashion, Beauty & Clinic and IT, Mobiles & Gadgets*, receive a luxury accommodation package at The BARAI HUAHIN worth 380,000 baht, and 10 Top Spenders in the category of Food & Beverage*, receive a total of 100,000 The1 points. 3. Collect Louder Meet Closer: Delighting fans of popular artists. Shop according to specified conditions and instantly receive exclusive Keng-Namping and Tle-FirstOne collection items*. Highlight: Get a chance to be one of 500 lucky winners to attend an exclusive Summer Fest Meet & Greet at SF World Cinema, centralwOrld. Exclusive: The first 20,000 new CENTRAL X app members* will receive a free Summer Surprise Sticker. 4. Eat, shop, and earn The1 points: Every Friday, Saturday and Sunday throughout March 2026, spend 1,000 baht and up on food and drinks and receive 100 The 1 points*. Spend 5,000 baht and up on shopping, receive 500 The1 points and receive an additional 1,000 points when you accumulate 12,000 baht in dining and shopping spent throughout the campaign at 1,400 participating The1 partner brands. 5. Shop and earn points for more rewards, exclusively for The 1 Exclusive members: Get an additional 2,500 points when dining and shopping worth 50,000 baht (on the same day), receive up to 10,000 points per membership number. To follow the latest news and updates from Central Pattana, please visit: https://www.centralpattana.co.th/th/shopping/shopping-update/lifestyle-activities

#CentralPattana #เซ็นทรัลพัฒนา #SummerFestAtCentral #KengNamping #TleFirstone

*Based on the “Best Countries in the World 2024” ranking by U.S. News & World Report