BANGKOK, 22 OCTOBER 2025 In an era of intense retail competition, rapid change, and consumer empowerment, Thiranant Kornsritipa, Executive Vice President of Retail Business Development at Frasers Property (Thailand) Public Company Limited, who oversees the Samyan Mitrtown project, explains the mall's concept: 'This city needs a space that offers more than just shopping’.
Samyan Mitrtown operates as a ‘small fish in a big pond’. Easy accessibility and agility are its key advantages. The mall dares to learn, experiments ahead of others, and adapts swiftly. It swims its own course, deliberately avoiding a fixed formula for success, guided by the concept of ‘Retail Without Borders’—a approach unbound by conventional models.
Samyan Mitrtown is not driven solely by commercial objectives. With deep passion for its local community, this serves as a clear standpoint and driving force thus differentiating its brand, enabling two-way communication, drawing people to share more. This approach, combined with 'Deep Understanding'—a profound grasp of the target audience's diverse needs, feelings, and behaviour—sets the mall apart.
Samyan Mitrtown operates as a ‘small fish in a big pond’. Easy accessibility and agility are its key advantages. The mall dares to learn, experiments ahead of others, and adapts swiftly. It swims its own course, deliberately avoiding a fixed formula for success, guided by the concept of ‘Retail Without Borders’—a approach unbound by conventional models.
Samyan Mitrtown is not driven solely by commercial objectives. With deep passion for its local community, this serves as a clear standpoint and driving force thus differentiating its brand, enabling two-way communication, drawing people to share more. This approach, combined with 'Deep Understanding'—a profound grasp of the target audience's diverse needs, feelings, and behaviour—sets the mall apart.
A Space for “Real Life" and "A Platform for Creativity"
Samyan Mitrtown serves as a hub for everyday life, not just a shopping mall. It possesses a unique identity—accessible and friendly—where users are not simply 'customers', but rather 'experience creators' who actively drive the centre’s momentum and become part of its fabric.
Deep understanding community – profound insights into the modern lifestyle and behaviour of the new generation: As the world shifts, customer behaviour evolves in tandem. Operating this shopping centre for six years have allowed us to work closely with diverse customer groups. We actively observe, learn, and gain a deep understanding of continuously changing behaviours — from daily routines and lifestyles to preferences and expectations. This process has cultivated a profound understanding of the modern way of life — one that is constantly evolving and demands spaces that offer far more than just shopping.
Deep analysis – comprehensive insights to design activities and campaigns: We utilise data and insights from various sources, including sales performance, mall traffic trends, consumer behaviour, and social trends. Our deep analysis considers the perspectives of consumers, tenants, and the shopping centre itself. These insights inform the design of activities, campaigns, and space utilisation, ensuring they align with real needs and deliver tangible impact — moving beyond simply making something happen.
Deep lifestyle – creating meaningful spaces that integrate the modern way of life: We believe a shopping centre is not just a "place to buy things", but a "space for life". Therefore, we design every part of the centre to profoundly and seamlessly reflect the concept of "Eat – Learn – Play – Live”, harmonising with the city's rhythm. We avoid superficial or fleeting trends, instead creating layered experiences that make people "feel at home" and "want to return."
Deep partnership – collaborating closely with diverse partners to create new experiences: We view our relationships with tenants, brands, and all partners as more than just "business." They are collaborations built on mutual understanding, trust, and shared goals. We do not merely provide "space"; we co-create a platform that allows every partner to grow together, grounded in common understanding and shared objectives.
Music x Retail - Fandom x Lifestyle
Music is not merely entertainment; it's a mall traffic driver. Harnessing the power of 'Music Business and Fandom Marketing' connects people intimately. The mall creates activities where 'fans can genuinely participate' moving beyond being mere 'spectators'—a crucial factor in boosting the centre’s lively atmosphere. Everything is driven by a passion to maximise engagement including the GMMTV Pocky Idol Press Conference, which featured a parade of actors and famous celebrities from GMMTV series, the collective energy of 'Mama fans' at Acer Day 2025, and the International Book Fair x GMM.
A Distinct Identity: accessible, friendly, dynamic and alive 24/7
A 24/7 community hub that doesn’t follow the conventional retail formula: Samyan Mitrtown stands out as a vibrant, round-the-clock community hub that offers a living space — constantly evolving with new campaigns and activations designed to enrich every lifestyle such as a signature annual event like Samyan Mitrtown Lantern Art Festival 2025. Such events have grown into a creative community platform for art lovers. It brings together art, food, culture and lifestyle in one place, transforming Samyan Mitrtown into a shared urban landmark.
Other key initiatives include ‘SAMYAN MITRTOWN MITR THE EARTH’, an engaging sustainability platform that turns climate action into something tangible, fun, and easy to be part of, and the “Play It All at Samyan Mitrtown” campaign, which introduces new experiences and playful challenges that make every visit memorable.
Samyan Mitrtown also offers more than retail space. It is home to Samyan Mitrtown Hall -
a versatile venue that has become a top choice for major events, product launches, exhibitions, concerts, fan meetings and press conferences.
In 2025, Samyan Mitrtown Hall continues to attract both loyal clients and new organisers, hosting a wide range of events — from meetings and exhibitions to world-class concerts. Highlights include the Samyan International Fiction Festival 2025 x GMMTV, Naiin Book Fair, MARUY — a beloved community event for otaku, cosplay, and gamers — Thailand Healthcare 2025, and 13 international concerts, featuring BE:FIRST World Tour 2025, Henry Moodie Live in Bangkok 2025, Ruel: 4th Wall World Tour, and the highly anticipated comeback of the legendary boy band BLUE: One Love Asia Tour.
Samyan Mitrtown embraces its role as an open testbed — where learning, music, lifestyle and retail innovation converge. Through short-term “Sandbox” strategies (3 - 6 months), the retail mix is refreshed constantly, ensuring a sense of novelty for returning visitors.
This flexibility allows partners and brands to experiment with new concepts in a real-world setting, while customers discover new experiences with every visit — “there’s always something new to explore”.
Looking Ahead: Closer to the New Generation
Celebrating its 6th anniversary, Samyan Mitrtown is entering a new chapter — one that brings it even closer to the rhythm of modern urban life. Expanding its philosophy of “Eat – Learn – Play – Live” the destination aims to deepen its emotional and experiential connection with the new generation.
This growth will continue to be community-centric, creating a space where people of all ages can engage, connect, and grow together sustainably.
Samyan Mitrtown believes in creating a place where people are not just visitors — they are active participants. A place that embraces diversity, encourages creativity, and lets everyone live authentically, whether through food, learning, work, leisure, or shared experiences with partners and the community. And this year-end, more exciting happenings and landmark moments are set to unfold.
Thiranant added: “Over the past six years, Samyan Mitrtown has proven that a shopping centre can be more than just a retail space — it can be a place that truly understands and connects with people. We’re proud to have built an open testbed — a safe, inclusive space where everyone can be themselves.
Our success is reflected in an impressive 98% occupancy rate and a consistent average daily traffic of 80,000 visitors. We anticipate a 15% increase in traffic in the last quarter of 2025, driven by major year-end events. This momentum inspires us to boldly step into the next, more challenging chapter — growing together with our partners, customers, and community.
Our vision is to make Samyan Mitrtown more than just a retail destination, but a meaningful part of people’s lives. With passion at its core, Samyan Mitrtown remains committed to being a space driven by passion — a small fish swimming in a big pond that can still create ripples felt throughout the entire body of water”.
Samyan Mitrtown serves as a hub for everyday life, not just a shopping mall. It possesses a unique identity—accessible and friendly—where users are not simply 'customers', but rather 'experience creators' who actively drive the centre’s momentum and become part of its fabric.
- Mass meets niche – By embracing differences and celebrating individuality, Samyan Mitrtown believes a unique identity is a strength. Every offering is thoughtfully curated to meet specific needs, reflecting the belief that diversity drives vibrancy and connection.
- Naturally inclusive, intentionally community-friendly – Samyan Mitrtown is designed to be open and accessible to everyone. Every activity and space are intentionally crafted to welcome and connect people and communities. It’s more than a retail centre — it’s a place where everyone can genuinely feel: “This is our space”.
- Driven by passion, defined by deep values – What makes Samyan Mitrtown truly different goes beyond concept or design. It lies in the heart of the team behind it --
a team that genuinely understands how new generations live, work, and create. Their commitment to meaningful engagement and thoughtful execution at every level shape
a spaces that resonates with people on a deeper level.
Deep understanding community – profound insights into the modern lifestyle and behaviour of the new generation: As the world shifts, customer behaviour evolves in tandem. Operating this shopping centre for six years have allowed us to work closely with diverse customer groups. We actively observe, learn, and gain a deep understanding of continuously changing behaviours — from daily routines and lifestyles to preferences and expectations. This process has cultivated a profound understanding of the modern way of life — one that is constantly evolving and demands spaces that offer far more than just shopping.
Deep analysis – comprehensive insights to design activities and campaigns: We utilise data and insights from various sources, including sales performance, mall traffic trends, consumer behaviour, and social trends. Our deep analysis considers the perspectives of consumers, tenants, and the shopping centre itself. These insights inform the design of activities, campaigns, and space utilisation, ensuring they align with real needs and deliver tangible impact — moving beyond simply making something happen.
Deep lifestyle – creating meaningful spaces that integrate the modern way of life: We believe a shopping centre is not just a "place to buy things", but a "space for life". Therefore, we design every part of the centre to profoundly and seamlessly reflect the concept of "Eat – Learn – Play – Live”, harmonising with the city's rhythm. We avoid superficial or fleeting trends, instead creating layered experiences that make people "feel at home" and "want to return."
Deep partnership – collaborating closely with diverse partners to create new experiences: We view our relationships with tenants, brands, and all partners as more than just "business." They are collaborations built on mutual understanding, trust, and shared goals. We do not merely provide "space"; we co-create a platform that allows every partner to grow together, grounded in common understanding and shared objectives.
Music x Retail - Fandom x Lifestyle
Music is not merely entertainment; it's a mall traffic driver. Harnessing the power of 'Music Business and Fandom Marketing' connects people intimately. The mall creates activities where 'fans can genuinely participate' moving beyond being mere 'spectators'—a crucial factor in boosting the centre’s lively atmosphere. Everything is driven by a passion to maximise engagement including the GMMTV Pocky Idol Press Conference, which featured a parade of actors and famous celebrities from GMMTV series, the collective energy of 'Mama fans' at Acer Day 2025, and the International Book Fair x GMM.
A Distinct Identity: accessible, friendly, dynamic and alive 24/7
A 24/7 community hub that doesn’t follow the conventional retail formula: Samyan Mitrtown stands out as a vibrant, round-the-clock community hub that offers a living space — constantly evolving with new campaigns and activations designed to enrich every lifestyle such as a signature annual event like Samyan Mitrtown Lantern Art Festival 2025. Such events have grown into a creative community platform for art lovers. It brings together art, food, culture and lifestyle in one place, transforming Samyan Mitrtown into a shared urban landmark.
Other key initiatives include ‘SAMYAN MITRTOWN MITR THE EARTH’, an engaging sustainability platform that turns climate action into something tangible, fun, and easy to be part of, and the “Play It All at Samyan Mitrtown” campaign, which introduces new experiences and playful challenges that make every visit memorable.
Samyan Mitrtown also offers more than retail space. It is home to Samyan Mitrtown Hall -
a versatile venue that has become a top choice for major events, product launches, exhibitions, concerts, fan meetings and press conferences.
In 2025, Samyan Mitrtown Hall continues to attract both loyal clients and new organisers, hosting a wide range of events — from meetings and exhibitions to world-class concerts. Highlights include the Samyan International Fiction Festival 2025 x GMMTV, Naiin Book Fair, MARUY — a beloved community event for otaku, cosplay, and gamers — Thailand Healthcare 2025, and 13 international concerts, featuring BE:FIRST World Tour 2025, Henry Moodie Live in Bangkok 2025, Ruel: 4th Wall World Tour, and the highly anticipated comeback of the legendary boy band BLUE: One Love Asia Tour.
Samyan Mitrtown embraces its role as an open testbed — where learning, music, lifestyle and retail innovation converge. Through short-term “Sandbox” strategies (3 - 6 months), the retail mix is refreshed constantly, ensuring a sense of novelty for returning visitors.
This flexibility allows partners and brands to experiment with new concepts in a real-world setting, while customers discover new experiences with every visit — “there’s always something new to explore”.
Looking Ahead: Closer to the New Generation
Celebrating its 6th anniversary, Samyan Mitrtown is entering a new chapter — one that brings it even closer to the rhythm of modern urban life. Expanding its philosophy of “Eat – Learn – Play – Live” the destination aims to deepen its emotional and experiential connection with the new generation.
This growth will continue to be community-centric, creating a space where people of all ages can engage, connect, and grow together sustainably.
Samyan Mitrtown believes in creating a place where people are not just visitors — they are active participants. A place that embraces diversity, encourages creativity, and lets everyone live authentically, whether through food, learning, work, leisure, or shared experiences with partners and the community. And this year-end, more exciting happenings and landmark moments are set to unfold.
Thiranant added: “Over the past six years, Samyan Mitrtown has proven that a shopping centre can be more than just a retail space — it can be a place that truly understands and connects with people. We’re proud to have built an open testbed — a safe, inclusive space where everyone can be themselves.
Our success is reflected in an impressive 98% occupancy rate and a consistent average daily traffic of 80,000 visitors. We anticipate a 15% increase in traffic in the last quarter of 2025, driven by major year-end events. This momentum inspires us to boldly step into the next, more challenging chapter — growing together with our partners, customers, and community.
Our vision is to make Samyan Mitrtown more than just a retail destination, but a meaningful part of people’s lives. With passion at its core, Samyan Mitrtown remains committed to being a space driven by passion — a small fish swimming in a big pond that can still create ripples felt throughout the entire body of water”.
