Central Pattana Public Company Limited, a leading Thai real estate company specializing in retail-led mixed-use developments, including Central shopping malls, residential properties, office buildings, and hotels nationwide, has teamed up with the globally popular character LINE FRIENDS to create a world phenomenon. They are investing 500 million baht to launch the 'Embracing Happiness 2023' campaign, a significant collaboration between two global players aimed at connecting moments of joy for the Thai people and creating a scalable impact across the country. This initiative is set to stimulate the Q4 economy and drive the tourism ecosystem, both domestic and international, as it welcomes back tourists from around the world in full force. The campaign will highlight three strategies to deliver happiness experiences to everyone by bringing the beloved global character LINE FRIENDS to life in a joyful space of over 7,000 square meters across 37 locations nationwide, establishing Central shopping malls as a true global destination for celebrating the festival of happiness and reinforcing Thailand's status as a genuine global landmark. The 'Embracing Happiness 2023' campaign will run from November 9, 2022, to January 6, 2023, and is expected to increase traffic from the campaign by over 30% nationwide.

Dr. Natthakit Tangpoonsinthana, Assistant Managing Director of Marketing at Central Pattana, stated, "This year's year-end campaign has created a global impact by partnering with LINE FRIENDS, a beloved character worldwide, to create moments of happiness for everyone. This makes Central Pattana a true global destination for happiness during the festival, where anyone can come and celebrate at Central shopping malls across the country."

Currently, traffic in shopping malls nationwide and tourist traffic has nearly returned to 100%. According to a recent Agoda survey, Bangkok has been chosen as the number one most popular destination that tourists worldwide want to visit. Central Pattana is ready to promote and reinforce Thailand as a global landmark, leveraging the strength of its branches across the country. We are tapping into global trends this year-end, as everyone is prepared and planning to travel fully. Meanwhile, domestic tourism is also on the rise, with 90% of Thais planning to travel within the country to relax with their families, primarily choosing destinations based on travel convenience. We serve as a space for celebrating the festival of happiness for people across the country. Throughout Q4 this year, we have prepared a marketing budget of over 500 million baht to drive the Thai economy through the 'Embracing Happiness 2022' campaign, catering to both Thai and international tourists and creating a tourism ecosystem that will help advance the economy at both domestic and international levels. We are confident that the overall tourism and retail sectors in Thailand will recover this quarter, attracting 10 million or more international tourists, as targeted by the Tourism Authority of Thailand (TAT)."

Dr. Natthakit further explained that Central shopping malls are focusing on three main strategies to provide happiness experiences to everyone at 37 locations nationwide:

1) Emotional & Omnichannel Marketing: Becoming the shopping center in the hearts of consumers nationwide by collaborating with beloved global characters recognized by millennials and Gen Z to capture moments of happiness, bringing LINE FRIENDS characters to life and delivering joy at every customer touchpoint.

• On-ground experiences include LINE FRIENDS World, a specially designed happiness zone at CentralWorld featuring a music party atmosphere, snow globe, a giant Christmas tree, and a parade of LINE FRIENDS gifts. BROWN House will be showcased at all Central branches nationwide, allowing visitors to see different rooms of LINE FRIENDS for the first time in Thailand. Additionally, there will be a synchronized musical and lighting show featuring LINE FRIENDS on a panOramix screen, providing surprises and joy to all attendees. The first LINE FRIENDS Café minini in Thailand will be at CentralWorld and Central Ladprao, offering treats and drinks inspired by LINE FRIENDS, along with a LINE FRIENDS pop-up store at five locations: CentralWorld, Ladprao, Westgate, Pinklao, and Rama 9.

• Online experiences will include a special collection of LINE stickers and wallpapers available for free download at LINE @centrallife starting November 29. LINE FRIENDS AR and LINE FRIENDS Happiness Hunting (LINE E-Stamp) will allow users to collect stamps for a chance to win special prizes.

2) Cross-region Platform to Drive Scalable Impact: Creating a global impact by partnering with LINE FRIENDS to generate moments of happiness for everyone nationwide, establishing a big scale of happiness that makes Central Pattana a true global destination for joy. Central shopping malls are more than just shopping centers; they serve as cross-region platforms that can collaborate with partners across all industries, resulting in scalable impacts at the national level with 37 branches covering over 30 provinces.

3) Multi-Brands Collaboration: This collaboration has inspired and attracted leading brands from various categories to create special LINE FRIENDS collections, including fashion items, snacks, and beverages from brands like Jubilee Diamond, Lee Cooper, Sabina, Black Canyon, Dairy Queen, Guss Damn Good, Häagen-Dazs, KOI Thé, Olino Crepe & Tea, S&P, Toku Dessert, and Yomie's Rice x Yogurt, exclusively at Central shopping malls. We act as a bridge connecting partnerships between various brands and partners, fulfilling our role as place and experience makers for everyone.

Dr. Natthakit added that the target audience is divided into three groups: 1) Millennials and Gen Z, who are growing daily and are the top spenders in the market; 2) Wealthy and high spenders who have high purchasing power and seek unique products and experiences, often choosing items online but preferring to try and buy in-store; and 3) Mainstream customers nationwide.

Special promotions targeting different groups include: Special 1 for 40 top spenders (excluding luxury fashion and luxury watches) who accumulate a total spending of 400,000 baht throughout the campaign will receive 4,000,000 The 1 points, with the top spender receiving 100,000 points. Special 2 for 30 top spenders in luxury brands (luxury fashion and luxury watches) who accumulate a total spending of 1,000,000 baht will receive 3,600,000 The 1 points, with the first 30 participants receiving 120,000 points and additional privileges from participating credit cards. Special 3 allows customers to purchase exclusive LINE FRIENDS collectible items at a special price of 390 baht (regular value 1,150 baht) when spending 3,500 baht, along with a chance to win a GWM HAVAL JOLION ULTRA car worth 990,000 baht, round-trip domestic flight tickets for two on NOK AIR worth 19,000 baht, and over 60 other prizes. The 1 BIZ allows customers to accumulate and redeem The 1 points immediately when shopping at participating stores, earning 1 point for every 25 baht spent, and redeeming 1,000 points for a 100 baht discount. In the IT and educational sectors, customers earn 1 point for every 50 baht spent.

Join us in creating moments of happiness with the 'Embracing Happiness 2023' campaign from November 9, 2022, to January 6, 2023, at Central shopping malls across 37 locations nationwide.