A groundbreaking 800 million baht investment has transformed Thailand’s retail landscape into a Disney wonderland, marking what organisers claim is the largest Disney-themed Christmas experience anywhere in Asia.
The ambitious initiative, running from 14 November 2025 through 11 January 2026, represents a collaborative effort between Central Pattana plc, Thailand’s premier sustainable property developer, the Tourism Authority of Thailand, and The Walt Disney Company’s Thai operations. At its heart lies a strategic push to boost the nation’s economy through what officials describe as a ‘Festival Economy’ approach.
CentralwOrld in Bangkok serves as the centrepiece of the extravaganza, hosting Disney The Magical Stars 2026 across more than 3,500 square metres. The venue showcases seven distinct immersive zones that transport visitors through beloved Disney universes. Guests can wander through a Mickey & Friends winter wonderland before venturing into dedicated areas themed around Toy Story, Zootopia, Stitch, and Frozen.
A majestic Princess Castle anchors the experience, whilst a special installation commemorates Hong Kong Disneyland’s 20th anniversary. This tribute features a towering 5-metre inflatable Mickey Mouse adorned in an exclusive limited-edition costume, complete with a replica archway from the Hong Kong park.
The festivities extend far beyond the capital. Twenty-four Central shopping centres across Thailand have been enlisted in the campaign, each featuring Magic Town installations that present Mickey & Friends in festive holiday scenarios. Key tourist destinations including Central Phuket, Central Pattaya, and Central Chiangmai have joined the nationwide celebration, creating a coordinated effort to draw both domestic and international visitors.
Among the signature attractions are three-metre-tall figures of Mickey Mouse and Minnie Mouse, distinctively dressed in traditional Thai silk. These characters embody the campaign’s fusion of global entertainment brands with local cultural identity.
This blend of international and Thai elements receives particular emphasis through ‘The Magical Thai Pride’ initiative. Communities from across the nation have crafted Christmas trees infused with Thai artistic traditions and cultural motifs. The project serves as a tribute to Her Majesty Queen Sirikit, the Queen Mother, continuing her longstanding commitment to elevating Thai handicrafts and artisanship on the international stage.
Central Pattana has assembled an extensive network of partners to support the venture. Alongside the Tourism Authority of Thailand and Disney Thailand, the roster includes Central The1 Credit Card, General Card Services, AEON Thana Sinsap, Bangkok Bank, Card X, Siam Commercial Bank, Government Savings Bank, Kasikorn Bank, Krungsri Ayudhya Card, Krungthai Bank, Krungthai Card, and TTB Credit Card, which encompasses TMB Credit Card, Thanachart Credit Card, and UOB Credit Card.
The four Disney-themed fairytale kingdoms that anchor ‘The Magical Stars’ campaign each offer distinct experiences. Beyond the flagship Disney The Magical Stars 2026 installation at centralwOrld, visitors can explore Magic Town with its Mickey & Friends atmosphere and Magic Castle, which draws inspiration from the iconic Disney Princesses franchise.
For international tourists, the campaign includes practical incentives designed to encourage spending. Travellers who make purchases totalling 6,000 Thai baht or more across participating Central locations become eligible to receive a Good Goods Tote Bag as a complimentary gift.
The initiative reflects Central Pattana’s positioning as an operator of shopping centres throughout Thailand, managing properties that serve as retail anchors in major cities and tourist destinations. By connecting these locations through a unified festive theme, the company aims to generate economic activity that ripples across multiple regions simultaneously.
The Festival Economy strategy underpinning the campaign seeks to leverage seasonal celebrations as drivers of consumer spending and tourism traffic. Thailand’s retail and hospitality sectors stand to benefit from the extended festive period, which stretches nearly two months from mid-November into the new year.
Disney’s involvement marks a significant commitment from the entertainment giant to the Thai market, with the company lending its most recognisable intellectual properties to the installations. The collaboration allows Central Pattana to offer attractions that would be difficult to replicate independently, whilst Disney gains prominent visibility across one of Southeast Asia’s key tourism markets.
The scale of the centralwOrld installation alone demonstrates the ambition behind the project. Occupying space equivalent to several tennis courts, the venue accommodates multiple themed environments within a single location, allowing visitors to experience different Disney properties without travelling between separate areas.
As shopping centres worldwide compete for attention during the crucial year-end retail period, Thailand’s approach combines entertainment, cultural celebration, and commercial activity into an integrated package. Whether the 800 million baht investment delivers the anticipated economic returns will become clearer as the campaign concludes in January, but the immediate impact on Thailand’s retail landscape remains unmistakable.
Visitors to Central shopping centres nationwide can experience the various Disney-themed installations and Thai cultural displays throughout the campaign period, with each location offering its own interpretation of the broader Magical Stars concept whilst maintaining connection to the overarching theme.