Siam Paragon, Siam Center, and Siam Discovery are the global destinations that have captured customers' hearts as #1 Top of Mind. Celebrating the festival of happiness, they are recognized as The World’s Best Destination for Celebration Experiences, a place for everyone to celebrate joy with a full lineup of events and entertainment for 68 days, featuring over 20 major events. This includes festive celebrations that reinforce their status as a Luxury Destination, new phenomena occurring for the first time, and an art toy festival showcasing the most popular characters with over 100 characters from renowned brands worldwide, along with surprises from world-class artists! This is the place everyone must visit to capture and share joyful moments.

Ms. Sarunthorn Asaveth, Executive Vice President of Business Management at Siam Piwat Co., Ltd., stated, "Siam Paragon, Siam Center, and Siam Discovery are global destinations that cater to every lifestyle and are the most comprehensive. We are committed to presenting the best to be the number one destination for celebrations, a place where everyone must come to capture and share joyful moments. We invite everyone to start celebrating the festival of happiness together. We begin with festive decorations that transform the entire area into a joyful atmosphere filled with vibrant colors reflecting the wonders of different dimensions, using the shape of snowflakes as a symbol of entering the festival of happiness. We have organized a full lineup of global events continuously for 68 days from November 1, 2024, to January 7, 2025, featuring over 20 major events with many highlights categorized into World First & Pioneering, Global Collaborations, World Class Extraordinary Experiences, and Forever Sustainability.

World First & Pioneering - A Collection of "First Time" Phenomena

This year's festival of happiness at Siam Center, the city of trendsetting ideas, transforms the entire center into an art toy destination with The Magical Art (of) Toy Celebration, featuring the largest collection of art toys, with over 100 characters from various famous brands worldwide, all in one place. The atmosphere is decorated for a celebration filled with art toys, perfect for sharing moments and capturing fun photos. Additionally, an ongoing art toy festival will take place starting from December 4, 2024, where Siam Center collaborates with Toyzero Plus to launch “TOYZEROPLUS WORLD”, the first of its kind in Southeast Asia, featuring popular characters known worldwide, such as Butterbear, along with exclusive new collection mystery boxes. This marks the first collaboration between TOYZEROPLUS and Butterbear. Other characters include LuLu the Piggy, PP x MONSTER, Foodie Dinosaur, and Esther Bunny.

Surprises continue from December 4 to 15, 2024, with TEN's CANELE 'The Wonder Winter' Pop-up Space by SM True at Siam Center, followed by Siam Center presents Pony on Wheel x TOYCITY, a significant collaboration in the art toy industry, launching the first pop-up in Thailand, creating special designs for the festive season, making it the perfect place to celebrate the festival of happiness for art toy lovers from December 17, 2024, to January 7, 2025.

Moreover, there will be many surprises with art toys from famous brands and secret characters. Inside Siam Center, there are flagship stores that are a paradise for toy and art toy lovers, such as The Gundam Base, the first flagship store in Southeast Asia on the first floor, Tamashii Spot Bangkok, Banpresto, Gashapon Bandai Official, Buddy Land with a collection of claw machines, JINART The FIRST Flagship Store in Thailand Yumeya, FREAK, SEEK 'N KEEP CLUB, Super! Daddy Store.

Siam Paragon introduces a new store for Nintendo fans with Nintendo Authorized Store by Synnex on the third floor of Siam Paragon, in collaboration with Synnex (Thailand) Public Company Limited, Copper Wired Public Company Limited, and Siam Piwat Co., Ltd.

This December, Siam Paragon and Flora Park will transform Paragon Park into a giant rose garden with Eternal Bloom: The Silk Rose Garden, creating a beautiful garden of various rose species in immersive rose-themed zones and introducing new rose varieties for the first time in Thailand from December 5 to 15, 2024.

Global Collaborations - World-Class Collaboration Events

This year's festival of happiness features Co-create & Collaboration between Siam Paragon, Siam Center, and Molly, or Nisa Srikhumdee from Molly Factory Studio, a Thai artist who creates globally popular characters, in the event Siam Paragon x CryBunny “Letting go” at Paragon Park, held alongside Siam Center x CryTeddy “Holding on”. Experience the first-ever inflatable sculptures of cute characters in the city from November 20 to December 1, 2024.

Siam Discovery collaborates with Bangkok and partner organizations to organize Siam Discovery Future Lab Vol. IV: Design Culture, providing a unique experience that expands the letters of the word “Bangkok” in the heart of Bangkok at the Skywalk area at Pathumwan Intersection, making Siam Discovery a landmark for tourists to take photos and check in. Siam Discovery emphasizes this highlight by creatively presenting letters and fonts in various forms, showcasing good things to the eyes of people around the world.

World Class Extraordinary Experiences - Offering Exceptional and Unique Experiences

Siam Paragon and Siam Center are fully committed to providing extraordinary experiences. Get ready for “BANDAI SPIRIT HOBBY EXHIBITIONS 2024” from November 7 to 17, 2024 at Park Paragon, Siam Paragon, and the “GUNPLA Builders World Cup in Thailand 2024” from November 13 to 17, 2024 at the Atrium, Siam Center, where winners will be selected to represent Thailand in the global competition.

Be amazed by the luxurious celebration of the festival of happiness for everyone at "Cartier celebrates the festive season with a magical tale", featuring the first luxurious Christmas tree shining brightly in the heart of Siam, accompanied by special festive music from Cartier, spreading joy throughout Park Paragon and the Siam Paragon area for everyone to capture and share memorable moments. Throughout the festive season, luxury retailers will also collaborate to create Luxury Festive Vibes, crafting an elevated festive atmosphere that everyone will remember, including luxurious window displays and special collections for the festive season.

This is the celebration of the year! Siam Paragon celebrates its 19th anniversary with a grand event Siam Paragon 19th Anniversary The Spectacular Celebration, featuring top artists from all trends, special performances, and the unveiling of a giant art installation by world-renowned artist JAIME HAYON for Siam Paragon.

End the year with a countdown like no other at Siam Paragon Glorious Countdown 2025, featuring surprise world-class artists and Thai celebrities throughout the festival from December 23 to 31, 2024, along with world-class entertainment at Paragon Hall, 5th floor of Siam Paragon, including the White Party Bangkok, inviting everyone to celebrate joyfully as the year ends.

Forever Sustainability - A Lifestyle Committed to Sustainability

Siam Discovery, the Exploratorium, invites you to shop for unique gifts. Additionally, there are Eco Gifts featuring eco-friendly gifts from Ecotopia and Loft, a hot specialty store with everyday surprises, preparing many special gifts.

A highlight of the festive season every year is the Sustainable Christmas Tree, which Siam Piwat, through Siam Discovery, has pioneered and continuously developed for over 20 years. This year, Siam Discovery, in collaboration with Kasikorn Bank and GC, has created an eco-friendly Christmas tree made from upcycled fabric from used plastic bottles, designed and printed with colors from Epson, following environmental standards without harmful chemicals. The vibrant and striking colors reflect a beautiful Christmas tree that brings joy to those who see it. Additionally, Kasikorn Bank offers happiness and exclusive privileges for Kasikorn credit card customers covering both fashion and F&B products.


Siam Paragon, Siam Center, and Siam Discovery are fully committed to delivering happiness, creating memorable experiences, and providing exceptional experiences beyond expectations as The World’s Best Destination for Celebration Experiences, a place where everyone must come to capture and share joyful moments, happiness, and unforgettable impressions.