A new cultural and retail initiative, KUDTHAI 2026, is set to debut in Bangkok’s Songwat district during the Songkran festival. Organised by The Mall Group in collaboration with the Tourism Authority of Thailand, this event aims to highlight Thai craftsmanship, local wisdom, and modern design through a curated selection of brands, artisans, and culinary talents.

Running from April 9 to 12 at Lost in Songwat, the showcase marks The Mall Group’s first venture beyond its flagship locations, tapping into Songwat’s re-emergence as a vibrant cultural hub. Once a historic trading centre along the Chao Phraya River, Songwat is now attracting a new generation of creatives and global travellers.

KUDTHAI 2026 will also extend to the EM District’s premier retail destinations—Emporium, EmQuartier, and Emsphere—from April 8 to 19. This multi-location approach aims to create a seamless journey between Bangkok’s heritage neighbourhoods and contemporary retail spaces.

The event offers an alternative perspective on Songkran, focusing on cultural discovery through design, gastronomy, and local creativity. Highlights include immersive installations, signature water attractions, and themed markets such as THAIPOP MARKET at Emporium and THAITAINMENT MARKET at Emsphere. Little Song Wat will bring culinary names from the historic Songwat community into the city centre, reinforcing the connection between Bangkok’s evolving cultural districts and its modern retail landscape.

These initiatives position Bangkok as a city that redefines tradition through innovation, culture, and commerce, offering more than just a festive destination during Songkran.