Tops under Central Retail launches the Discover Thailand campaign

Tops, a food business under Central Retail, ignites the high season shopping frenzy with the ‘Discover Thailand: Land of Food, Land of Smiles’ campaign, opening the experience of discovering Thailand’s treasures, inviting people to experience the charm of Thailand in all its dimensions. Through 5 highlights, it embraces summer trends and the Songkran festival by bringing together the best of Thailand’s products, including agricultural/SME excellence, soft power-packed local delicacies, tourist-favorite items, and much more. It elevates the experience of fun to the extreme with the ‘Exclusive Unseen Food Trip’ activity, supercharged by irresistible deals in collaboration with renowned brand partners, allowing customers to travel, taste, and shop, all in one place. Together, they propel the Thai soft power to the global stage, with an expected surge of over 24.4 billion baht during the upcoming Songkran festival.

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, said, “To welcome the arrival of the Songkran festival or Thai New Year, a time of joy that brings vibrant tourism from both Thai and international travelers, coupled with the government’s policy to promote Thailand’s various soft power aspects globally, it is anticipated that this year’s festival will generate over 24.4 billion baht in revenue (Source: Tourism Authority of Thailand – TAT). Tops, as a leading Thai food retailer, is proud to play a part in stimulating spending among shoppers during the high season while reflecting the Thai cultural identity to both Thai and international tourists, particularly through Thai cuisine, which is a powerful soft power element that significantly contributes to the country’s economy. With the ‘Discover Thailand: Land of Food, Land of Smiles’ campaign, we celebrate the summer in line with the ‘Every Day DISCOVERY’ concept, allowing customers to discover something

“Discover Thailand: Land of Food, Land of Smiles” by Tops invites you on a journey to explore the finest products from across Thailand, alongside its distinctive cultural icons that shine brightly. This campaign underscores the allure of Thailand as a “Food Destination” for both foreign tourists and Thai customers, highlighting its unique appeal through five strategic pillars:

1. Discover the Power of Thai Icons – Experience the wonder of Thailand’s most diverse products, with over 1,000 items showcasing the best of Thai agriculture/SMEs, such as rare Thai mangoes like Thong Dam mangoes and Kaew Luem Rang mangoes, as well as renowned geographical indicated seasonal products from all four regions (GI stands for geographical indication, a symbol used for products that originate from specific regions, akin to a local brand indicating the quality and origin of the product). These include fragrant Ban Phaew coconuts, Thapthim Siam pomelo, Songkhla Lake seabass, Sang Yod rice, and many more. Also, explore exclusive summer treats from Tops Tongtin, such as konjac jelly with fruit pulp fillings, Thai freshwater sprat chilli crunchy condiment, steamed rice with durian in coconut milk, and a variety of superb local products like dried threadfin fish from Tak Bai district of Narathiwat and superior-quality Phon Yang Kham beef. Moreover, tantalize your taste buds with Thai soft power delicacies like mango sticky rice and tricolored coconut milk flavored sticky rice, mangoes with sweet fish sauce from renowned establishments, and special new menu items crafted specifically for this event at The Baker, including mango sticky rice chiffon cake and pandan mango sticky rice tart, and GI Nam Dokmai mangoes, Tourist-favorite like made-in-Thailand elephant pants, and summer products for Songkran celebrations, complete with water guns, Songkran goggles, Thai scented water set, alms set, and complete shabu-shabu and mookata sets for family festive celebrations.

2. Discover the Unseen Tastes of Thailand – Add more joy to this summer. In addition to shopping and tasting Thai products to the fullest, Tops invites you to cherish special memories with the ‘Exclusive Unseen Food Trip’ activity with famous duo, Jiratchapong ‘Force’ and Kasidet ‘Book’ from the popular tv series ‘A Boss and a Babe’ and ‘Only Friends.’ that will take you to explore Thailand from a brand-new perspective, in ways you’ve never seen before. Get ready to join in the hunt for delicious treasures together! Simply spend 500 baht or more per receipt and register online at https://tops.sh/s/veZ3Kf for your chance to be one of 20 lucky winners on an exclusive trip! Registration and shopping open today and run until April 23, 2024. This offer is exclusive to The1 members.

3. Discover Thai Soft Power – Infuse vibrancy and evoke the essence of Thailand by transforming Tops stores into a showcase of Thailand’s iconic symbols and soft power, renowned globally. With contemporary designs blending Thai identity beautifully crafted by local artists, Photobooths and Tuk-Tuk art installations have been set up at Tops stores across Bangkok and upcountry. These installations invite both Thai and international tourists to capture memorable photos. To elevate the shopping experience, Tops utilizes in-store decorations to create an enhanced ambience. Additionally, special edition ‘Discover Thailand’ T-shirts and limited-edition elephant pants have been designed exclusively for this special event. Customers who spend 2,500 baht or more per receipt will receive free ‘T-shirt, elephant pants with personalized alphabet stickers, each valued at 499 baht, Exclusive for CT1 credit cardholders: Get a 100-baht Tops Gift Voucher for every 2,500 baht spent per receipt. Limit of 3,000 vouchers, available from 10 to 23 April 2024.

4. Discover Partner Ecosystem – Celebrate the high season with full-value deals for customers in every shopping experience. Tops collaborates with various renowned brand partners to roll out a line-up of promotions, offering a complete package of travel, taste, and shop all in one campaign. For travel enthusiasts who book AirAsia flights, simply show your boarding pass to receive a 50 baht discount when you spend 500 baht or more at Tops. For movie buffs, enjoy a 50 baht discount on SF cinema tickets per seat when you spend 500 baht or more at Tops. These promotions are available from today until 30 April 2024, along with fantastic deals tailored for shoppers, including up to 15% cashback and 0% instalment for 6 months when you spend using participating credit cards.

5. Discover the Power of Sharing – Radiant both in body and spirit, Tops are all aware of the spirit of the Thai people during the Songkran festival, which coincides with the merit-making rituals to welcome the Thai New Year. Therefore, we never miss the opportunity to invite customers to pass on small acts of kindness to share happiness with society. We invite you to donate to the Golden Jubilee Medical Centre at Mahidol University’s “Pay it Forward: Get a Chance…Give a Chance”, under collaboration of the Faculty of Medicine, Siriraj Hospital to enhance the medication service capability, upgrade the operating room, and expand the inpatient ward of the Golden Jubilee Medical Center, Faculty of Medicine Siriraj Hospital.

Additionally, Tops is ready to serve up deliciousness in true Thai style with Tops Eatery specially curated for this occasion. Featured dishes include Pomelo Salad, Kanom Jeen Kaeng Poo, Khao Soi Crispy Pork Char Siu, a Satay Party featuring skewered pork, chicken, and beef, spicy and intense Wagyu beef stir-fry with holy basil, Massaman Curry and many more. This is followed by sweet highlights and bakery delights from The Baker, such as Mango Sticky Rice Chiffon Cake, Pandan Mango Sticky Rice Tart, using GI mangoes from Chachoengsao, Phitsanulok, and Sa Kaeo provinces, and popular items like Thai tea and pandan kayas.

Celebrate and enjoy your extended holiday with the Floating Market Festival. Joining the feast are legendary renowned stalls like Mahachai Grilled Squid, Sansumran At Sansaab, Mae Pranam’s Meatballs, 8-riw pandan layer dessert, Khao Lam Jiw Bang Khon Tee, Aranya Kitchen, Green Curry Isaan Lover, Uncle Puek Crispy Taro from Mae Klong, and many more

“For the upcoming summer and Songkran festival this year, it is expected that Thailand will continue to maintain its position as a popular tourist destination, attracting tourists from around the world and leading to a lively atmosphere. Tops is ready to play a small part in stimulating the country’s economy during the high season with the ‘Discover Thailand: Land of Food, Land of Smiles’ campaign. This campaign not only presents quality product experiences to customers but also elevates the identity of Thai culture, pushing it as a soft power to the eyes of the world,” concluded Mr Chakkit.

Join in the full-fledged celebration of summer with the ultimate Thai product festival at the ‘Discover Thailand: Land of Food, Land of Smiles’ event, starting from today until 23 April 2024, at Tops, Tops Food Hall, Tops Fine Food, Tops daily at all branches. For more information, visit www.tops.co.th, TopsThailand Facebook page, or LINE Official @TopsThailand.

#Tops #EveryDayDISCOVERY #DiscoverThailand

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Anucha Kasun