Emsphere mall plans to host a Songkran event along Sukhumvit Road featuring a 50-metre-long water tunnel under the theme "Thailand Songkran Festival: Em Summer Splash".
The event will run from April 11-16, aiming to draw visitors and promote the Em District as a landmark during the Songkran celebration.
The Em District, encompassing the Emporium, Emquartier and Emsphere malls, supports the government's efforts to promote Thai soft power by arranging activities that blend traditional Thai values with pop culture, said Suthavadee Sirithanachai, managing director of the district.
"After Unesco officially recognised the Thai Songkran festival as an intangible cultural heritage, Em District has taken efforts to enhance Bangkok's image for the 'Best Cities 2024' vote. We intend to boost tourism and Thailand's economy, especially in the centre of Sukhumvit Road -- a vital economic area of Bangkok that is surrounded by luxurious accommodation and 5-star hotels and has many tourists and expatriates, as well as Thai citizens, with high spending power," she said.
Since Emsphere opened in December, Em District's revenue from tourists has increased by 50%.
Starting today and continuing through April 18, Emsphere will celebrate the Songkran Festival by offering Thai food from historic restaurants called "Kudthai Transport Only Thailand's Best". The event features a variety of food, including traditional, exotic and fusion food.
Em District is also bolstering Thailand's global tourist economy with a Songkran party exclusively for the LGBTQ+ community worldwide, and includes four party themes at UOB Live. The event has already surpassed 30,000 registrations from Asia, Europe and the US.
"We expect over 30 million baht in total revenue from our Songkran activities this year, particularly from dining and fashion departments," said Ms Suthavadee.