ICONSIAM, a world-class landmark along the Chao Phraya River and a Global Experiential Destination, has joined forces with public and private sector partners including the Ministry of Culture, the Tourism Authority of Thailand, Kasikorn Bank, and CP Extra – Makro and Lotus, Alipay+, and Tiger Balm to announce their readiness to host the grand celebration for the Year of the Horse, aiming to establish it as one of the world's Chinese New Year landmarks (Destination Marketing Strategy). This initiative sparks tourism with a theme of 'Auspiciousness in Every Dimension', emphasizing the strategic location of the 'Dragon River Bend', the most beautiful and auspicious area along the Chao Phraya River in Thailand. The event will feature the 'Guan Yu' deity to pay homage for a prosperous Year of the Horse, alongside entertainment activities that include performances by Chinese artist Wang Zhuocheng and the BUS because of you i shine band, leading lion dance performances and offering opportunities to taste and shop for street food and various festival products. We are confident that traffic and spending at ICONSIAM will grow by over 10%, stimulating the overall economy and tourism in the first quarter, with the event scheduled to take place from February 12 – 17, 2026, at River Park ICONSIAM.

Ms. Suma Wongpan, Assistant Managing Director of ICONSIAM Co., Ltd., stated that “The event 'ICONSIAM A PROSPEROUS CHINESE NEW YEAR 2026' utilizes a Destination Marketing strategy to reinforce ICONSIAM's status as a global destination that sustainably captivates tourists. Our goal is to make ICONSIAM a key driver of the country's economy through this auspicious phenomenon, blending sacred beliefs with global Soft Power to attract circulating funds and stimulate spending from both Thai citizens and quality tourists worldwide at the Dragon River Bend, which is the best energy-receiving point. We are confident that this comprehensive Chinese New Year celebration experience will enhance Thailand's image as a leading experiential tourism hub and drive strong growth in Thailand's tourism GDP during the first quarter of the Year of the Horse.”

To reinforce confidence in the tourism industry, Ms. Suma further stated that “According to significant growth statistics from the Thai tourism sector, referencing data from the Economic and Sports Tourism Division of the Ministry of Tourism and Sports, from January 1 to February 1, 2026, a total of 3,388,313 foreign tourists have entered Thailand, generating approximately 167,256 million baht in spending. Notably, Chinese tourists ranked first with 417,999 arrivals, which is a crucial positive factor that will help stimulate purchasing power and spending during this event to meet our targets.”

For the strategy to attract tourists, ICONSIAM highlights the 'Dragon River Bend', the most auspicious area along the Chao Phraya River, featuring the 'Five Auspicious Forms of Guan Yu', which has undergone a ceremonial unveiling by the 64th generation direct descendant of Guan Yu from the People's Republic of China, allowing Thai citizens and tourists to pay homage and seek blessings for victory and success. The experience will also include cutting-edge technology with the Interactive Blessing Pavilion, showcasing the story of the eight auspicious horse personalities, providing visitors with a unique and impressive auspicious experience that meets the demands of modern consumers seeking immersive experiences, along with a complete menu of legendary auspicious foods – street food from renowned vendors and attractive promotions that promise to deliver prosperity and happiness perfectly.

In addition to the belief dimension, which is the core focus, ICONSIAM also reinforces Thai-Chinese relations through the power of Soft Power and international-level entertainment with a water curtain show designed to create a global phenomenon like 'The Miracle of Fountain: The Enchantment of the Dragon River Bend' and a spectacular dragon horse dance show led by the hottest T-POP artist and globally renowned 'BUS because of you i shine', along with a significant surprise appearance by famous Chinese actor 'WANG ZHUO CHENG', who will invoke auspicious energy leading the 'Long-Ma' procession, a legendary Chinese horse over 32 meters long, to deliver the power of success and prosperity throughout the year. This gathering of global attractions at the Dragon River Bend will not only help generate massive traffic but also serve as a crucial driver to stimulate the country's economic indicators to grow steadily throughout the Year of the Horse.


Join us to experience the ultimate auspicious phenomenon and be part of driving Thailand's economy to prosperity along the Chao Phraya River at the event 'ICONSIAM A PROSPEROUS CHINESE NEW YEAR 2026' from February 12 – 17, 2026, at ICONSIAM, Charoen Nakhon Road, and ICS (across from ICONSIAM). For more information, call 1338 or visit Facebook: ICONSIAM.