ICONSIAM said its Songkran celebrations exceeded expectations this year, drawing more than 1.47 million visitors over the six-day festival and increasing in-mall sales by more than 15% compared with the same period last year. The company said attendance growth came from both Thai visitors and international tourists, while the campaign generated more than 100 million views across digital platforms.
Supoj Chaiwatsirikul, managing director of ICONSIAM Company Limited, said ICONSIAM hosted the 2026 festival with public and private sector partners under the theme ICONSIAM THAICONIC SONGKRAN 2026. He said the event supports the preservation and promotion of Songkran, which is recognised as an Intangible Cultural Heritage of Humanity, and enables visitors from around the world to experience its cultural significance.
Supoj said this year’s programme recorded strong participation across activities, with total footfall of more than 1.47 million over six days and increased engagement both on-site and online. He said the digital response, with more than 100 million views, helped position Thailand and ICONSIAM as a world-class festival destination.
He said the festival was presented under the concept “Splash, Joy, Happiness, and Auspiciousness – Thai Songkran,” combining water activities with cultural programming. ICONSIAM said visitors took part in clean and safe water celebrations, alongside entertainment from Thai artists and cultural performances, including the Songkran Goddess parade and other auspicious activities aligned with Thai traditions.
ICONSIAM said it collaborated with more than 1,000 retail partners within the shopping complex to provide shopping promotions during the festival period. The company said spending increased by 15% year-on-year, helping energise both the mall and riverside businesses along the Chao Phraya River.
Partners
ICONSIAM said the festival was supported through collaboration with the Ministry of Culture, the Department of Cultural Promotion, the Tourism Authority of Thailand (TAT), the Bangkok Metropolitan Administration, and the Public Relations Department.
They also had private-sector partners, including PURI Co., Ltd., British Dispensary (L.P.). Co., Ltd., City Ice Co., Ltd., Beverly Hills Polo Club, Sapporo Beer, Samitivej Hospital, Nissin Foods (Thailand) Co., Ltd., Havaianas, 6ty Degrees Mineral Water, S.Napha (Thailand) Co., Ltd., Dreame Thailand, Advanced Info Service Public Company Limited (AIS), AIKO, and SOOKSIAM.
Highlights
ICONSIAM said one of the most discussed highlights online was the Water Landmark, a large Thai elephant water-spraying installation created by Dee SweetDrug Studio, featuring six water-spraying trunks and incorporating what the company described as blessings using sacred water from nine temples.
The company said it presented Thai cultural heritage through the Songkran Goddess parade, featuring modern icons such as Ling-Orm and 4EVE, and added that more than 300 performers took part over the six days.
Traditional activities were also included, such as Buddha bathing rituals, water-pouring ceremonies for elders, the Little Songkran Contest, and singing competitions for children, youth and adults. ICONSIAM said these activities were designed to support family engagement and celebrate Thai New Year traditions.
Press Release
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