Tops, the food business under Central Retail Corporation Public Company Limited (SET: CRC), remains optimistic about the growth potential of Thailand’s retail sector. Embracing the Year of the Snake with confidence, Tops proudly unveils its first major campaign of the year, ‘THE GREAT CHINESE NEW YEAR 2025’. This ambitious campaign taps into consumer trends and insights from the Chinese New Year season, initiating the strategic ‘The Great 4As’ to meet every customer need. With over 1,500 meticulously selected auspicious products, the campaign promises a seamless shopping experience, complemented by exclusive deals and unbeatable promotions. A special highlight awaits Tops’ top spenders, who will earn the opportunity to join an exclusive trip with Dr Wit Sittivaekin, the campaign’s presenter, presenting the cultural richness of Chinese New Year in a unique way. Aiming to drive a sales growth of over 20%, the campaign allows pre-orders from today until 24 January 2025 at Tops, Tops Food Hall, Tops Fine Food, Tops daily, and through Tops Online.
Mr Chakkit Chatupanyachotikul, Head of Marketing, Public relations and CSV at Central Food Retail under Central Retail, stated, “The Chinese New Year festival represents a key momentum for the retail sector, continuing the vibrancy of the New Year period and generating significant nationwide economic activity. It invigorates nationwide economic activity and brings widespread vibrancy. In 2024, Thailand’s grocery retail market is estimated at 2.0trillion THB in 2024 with full recovery to pre-covid level, we are expecting the market to grow at 4.6% CAGR from 2025-27 reaching the size of 2.3trillion THB (Source: Euromonitor).
The first quarter of 2025 is anticipated to benefit significantly from government economic stimulus programmes like the ‘EASY e-RECEIPT’ initiative, alongside a continued surge in tourism activity. As Thailand’s leading supermarket chain, Tops recognises this as an opportune time to drive consumer spending. In response, we are rolling out our first major campaign of the year, ‘The Great Chinese New Year 2025,’ to mark the Year of the Snake. This campaign features an extensive array of products and exclusive items, tailored to suit every lifestyle, reaffirming Tops as the ultimate shopping destination for the Chinese New Year season.”
For the campaign THE GREAT CHINESE NEW YEAR 2025, Tops is committed to delivering a fresh, engaging impressive experience to customers. This year, the campaign is guided by consumer behaviour trends for 2025, summarised as the ‘4S Trends’:
- Smart Spending & Value Equation – Cost-Effectiveness, Ensuring Maximized Value for Money: While Thailand’s economy continues its upward trajectory, supported by government initiatives since 2024, most consumers remain cautious with their spending. They focus on necessity and carefully assess the value of products relative to their prices, ensuring their financial plans are prudent and won’t compromise future liquidity.
- Self-Healing: Uplifting the Spirit Through Trends and Storytelling: As the economy recovers and societal changes occur daily, Thai consumers increasingly seek emotional fulfilment. This often translates into purchasing aesthetically pleasing, trendsetting, or story-driven products that provide instant joy and a sense of connection.
- Sustainability – Good for Planet, Good for Soul, Focusing on Long-Lasting Impact: Climate change and frequent natural disasters have shaped consumer preferences for There is growing support for eco-friendly products made from natural materials and brands that prioritize sustainability in their operations and offerings.
- Saiyasart – Embracing Beliefs and Mystical Guidance: Despite the digital age’s integration into daily life, 88% of Thais continue to embrace the spiritual belief known as ‘Mutelu’ in their lives. According to the Hakuhodo Institute of Life and Living ASEAN (Thailand), the top five areas where Mutelu believers seek guidance are finances (44%), fortune (17%), health (12%), career (8%), and education or love (3%). Additionally, according to a survey conducted by Krungsri Research, approximately a third of Gen Y and Gen X consumers spend more than THB 1,000 per year on auspicious items. However, baby boomers are the heaviest spenders, with 7% of respondents in this age group spending over THB 5,000 annually.
Mr. Chakkit added that data from Tops’ customers during the Chinese New Year 2024 festivities revealed insightful trends. A significant 54% of shoppers during this period were aged between 35 and 54, covering primarily Gen-Y and Gen-X demographics. Women made up a substantial 76% of the customer base, with 69% residing in Bangkok and its surrounding areas.
The data also highlighted notable growth in spending patterns. Basket size during the Chinese New Year shopping period increased by 23% compared to regular shopping periods. Moreover, pre-orders for Chinese New Year products at Tops saw a remarkable 59% growth compared to 2023. The highest sales peak occurred on the Chinese New Year’s ‘Shopping Day’ where sales surged by 35% compared to usual periods. The top five product categories that dominated sales during the 2024 Chinese New Year period were: 22.2% in fresh fruits and vegetables (Produce), 20.5% in hygiene and cleanliness products (Cleaning), 11.7% in seasonings and cookware (Cooking), 9.4% in meat and seafood products (Meat & Seafood), and 8.6% in home essentials (Home Care).
To align with consumer trends and data insights, Tops has introduced the ‘The Great 3As’ strategy for this year’s Chinese New Year celebration. This innovative approach delivers a refreshed campaign designed to offer exceptional value and unparalleled experiences for customers across all lifestyles. The strategy includes:
- The Great ASSORTMENT: Reinforcing Tops’ expertise in curating the finest products for its customers, this Chinese New Year, Tops presents a spectacular selection of premium foods and ingredients. With over 1,500 handpicked items, our range caters to every generation of consumers. We feature an extensive selection of Fruits (Fruit Destination) with premium quality and symbolic significance, including oranges, apples, pears, and Thai-grown melons engraved with auspicious Chinese characters. For worship rituals, we offer a variety of Worship Offering Sets, such as the special God Cai Shen Ye Set with Worship Paper and budget-friendly Sar Sare Set. Our Auspicious Decoration Sets, include items like Chinese New Year flower vases, traditional boy-and-girl blessing plaques, and red auspicious lanterns. For something truly exclusive, Only at Tops items include the My Choice Healthy Sa Sare Set, a low-fat offering set perfect for health-conscious customers; a Mongkol Premium Seafood Offering Set featuring five luxurious items—lobster, abalone, red snapper, octopus, and prawn; and a Complete Pork Head Offering Set for a traditional touch.
- The Great ANG-PAO: This Chinese New Year, Tops is spreading joy like never before with extraordinary gifts for our loyal customers. Enjoy up to 15% off Ang Pao discounts when you shop at Tops, Tops Fine Food, or Tops Food Hall for every 600 baht spent, or at Tops daily for every 100 baht spent. Additionally, The1 members can maximise their value with special redemptions: exchange 1,600 points for a 250-baht discount on a minimum purchase of 3,000 baht per receipt or use 800 points for a 120-baht discount on a minimum spend of 1,800 baht. These exclusive offers are available across all participating Tops outlets, including Tops, Tops Food Hall, Tops Fine Food, and Tops daily.
- The Great CX with AMBASSADOR: Breaking the mould of traditional Chinese New Year celebrations, Tops embraces its role as a ‘Cultural Leader’ by blending heritage with modernity. This is achieved through thoughtfully curated products and engaging activities. This year, Tops partners with Dr Wit Sittivaekin, a renowned historian, as the campaign ambassador to share fresh insights into the significance of Chinese New Year history. Adding to the excitement, Tops is offering an exclusive trip for The1 members who are among the top 20 spenders during the Chinese New Year campaign. Eligible participants can register through the Tops My Rewards feature on the Tops Thailand LINE app. The trip includes a visit to the sacred Kian An Geng (建安宮 /Jiàn Ān Gōng/) shrine for blessings, followed by a scenic Chao Phraya River cruise. Guests will enjoy fascinating historical tales about Chinese New Year, narrated by Dr Wit Sittivaekin, all while being serenaded by the renowned singer Jennifer Kim. The event will conclude with the presentation of a special gift – a genuine gold pendant from Tops.
“The objective of Tops for this year’s ‘THE GREAT CHINESE NEW YEAR 2025’ campaign is to establish itself as the ultimate shopping destination for the Chinese New Year celebrations. We aim to be the first supermarket to deliver not only a comprehensive selection of products and great value but also fascinating insights and a unique cultural experience for our customers. This aligns with our ‘Every Day DISCOVERY’ philosophy, inviting customers to uncover something extraordinary every day at Tops. Additionally, the campaign aims to stimulate the country’s economic activity in the first quarter, with a target to boost sales by over 20%,” stated Mr Chakkit.
