Central Pattana and Central Department Store are investing THB500mn (US$14.4mn) in a Chinese New Year campaign. Titled ‘The Great Chinese New Year’, the campaign commenced on Jan 7 and runs until Feb 6 at Central malls and department stores nationwide, including Esplanade Ratchada. Central aims to create significant experiences nationwide, such as the ‘Red Lantern Festival’ symbolising good fortune and prosperous new beginnings.  Shoppers can enjoy Chinese cultural performances at CPN malls while exploring 38 Chinese New Year markets countrywide, showcasing auspicious items and foods along with special promotions. The campaign features handcrafted lanterns that reflect the traditional local essence during the festive season, particularly in upcountry malls such as Central Nakhon Sawan and Central Nakhon Pathom.

The campaign is projected to generate more than THB 15bn (US$431.7mn) and increase CPN's mall traffic by 25-30% nationwide compared with regular periods. Foreign tourists account for 45% of traffic at CentralWorld at present, up from around 30% in 2019, with most of the foreign visitors coming from elsewhere in Asia.