Siam Paragon Stays Top of Mind with Three Major Brand Awards

Bangkok’s flagship mall continues to shape retail as experience, drawing over 100 million visitors a year

Siam Paragon continues to hold its ground as one of Thailand’s most recognizable and trusted names. The Bangkok landmark recently picked up three major honors at the 2026 Thailand’s Most Admired Brand and 2025-2026 Thailand’s Most Admired Company Awards, marking its fourth consecutive year of recognition.

Organized by BrandAge, the awards reflect consumer perception as much as industry performance. This year, Siam Paragon was named No. 1 Most Trusted Brand in the shopping center category for the fourth year running, alongside receiving the Global Thai Brand Award and being recognized as Thailand’s Most Admired Company for the third consecutive year.

While awards are nothing new for the mall, the consistency points to something deeper. In a city where new retail concepts are constantly emerging, staying relevant requires more than scale. It requires reinvention.

For Siam Paragon, that reinvention has taken the form of experience-driven retail. Over the past year, the mall has expanded its luxury footprint with Luxe Hall, introducing duplex and triplex store formats that cater to evolving shopping behaviors. At the same time, it has doubled down on immersive attractions, from NEXTOPIA, positioned as a prototype for future-forward living, to MELAND, one of the largest indoor theme parks of its kind.

Dining and culture have also become central to the mix. Concepts like EATELIER Dining Entertainment and Gourmet Eats blur the lines between food and lifestyle, while spaces such as Art Jewel and Arena of Arts bring together art, music, and fashion in a way that feels less like a mall and more like a curated urban hub.

According to Thanaporn Tantiyanon, Managing Director of Siam Paragon Shopping Center, the recognition reflects a broader ambition to create what she describes as a new global prototype for shopping centers, one that adapts to changing consumer expectations while maintaining a sense of novelty.

That ambition is echoed by Sirana Hemachayati, Executive Vice President of ONESIAM for Integrated Marketing Communications at Siam Piwat, who frames Siam Paragon as a global destination built on four pillars: luxury, culinary excellence, experiential programming, and artistic expression.

The scale of that ambition is reflected in its reach. With more than 100 million visitors annually, Siam Paragon is not just a shopping center but a central node in Bangkok’s lifestyle ecosystem, attracting both local audiences and international travelers.

The awards themselves are based on nationwide research conducted by BrandAge in collaboration with leading academic institutions, measuring consumer trust and brand perception across Bangkok and beyond. In that sense, they offer a snapshot of how the public continues to view Siam Paragon, not just as a retail space, but as a destination.

As it enters a new chapter under the vision A Journey of Extraordinary Dreams, Siam Paragon appears to be doubling down on what has worked so far. Not simply offering products, but creating environments where shopping, entertainment, and culture converge.

[PHOTO: Courtesy of Siam Paragon]

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