Siam Piwat Co will allocate 600 million baht for marketing this year, six times last year's budget.
Part of the money will be used to reopen its Siam Center in a grand manner, with Thai guests rubbing shoulders with Hollywood stars and pop divas.
Mayuree Chaipromprasith, the executive vice-president for business promotion, said 100 million baht will be spent on the grand opening of the new Siam Center on Wednesday and Friday of next week and the rest used for other activities throughout the year.
The company expects 8,000 guests will join the ceremony including Hollywood stars Leighton Meester and Ed Westwick from the US TV series Gossip Girl.
Also flying in for the occasion will be South Korean heartthrob Kim Bum; American female rapper Nicky Minaj, who has won two MTV Music Awards; and British pop star Taio Cruz, who rose to fame with his international hits "Break Your Heart" and "Dynamite".
"This will be the biggest opening extravaganza of its type in Asia," said Ms Mayuree.
She said the event will be packed with celebrities and dignitaries as well as media representatives from China, Hong Kong and Japan.
On Wednesday, Nicky Minaj will perform, while also on hand will be popular international deejays DJ Soulflower and DJ Onra.
Friday will feature a concert by Taio Cruz, while Leighton Meester and Ed Westwick will also be present.
An art exhibition will showcase original works by legendary pop artists Andy Warhol and Roy Lichtenstein for the first time in Thailand.
Also on exhibition will be trendy fashion items from Comme des Garcons and Yohji Yamamoto alongside the creations of leading Thai designers.
Gift vouchers worth 1,000 baht each will be given to the first 1,000 people arriving at Friday's event.
Customers will also enjoy benefits and specials during the official celebration period from Jan 9 to March 3.
Ms Mayuree said the focus will be on rebranding and Absolute Siam products.
About the author
- Writer: Pitsinee Jitpleecheep
Position: Business Reporter