BigC Thailand Lucky Landing shines with award and tourist impact

Many travellers planning a trip to Thailand already have a list of must-visit spots before their plane even takes off, and recently, BigC almost always makes the cut. Friends return home with bags full of Thai snacks, beauty products and quirky finds, and online communities are full of recommendations on what to buy before heading back.

That kind of long-lasting popularity doesn’t happen by accident. It comes from consistent effort behind the scenes, and this year BigC’s work earned major recognition. 

The brand took home the Gold Award for Excellence in Retail and Shopper Marketing at the Marketing Excellence Awards 2025 in Singapore, thanks to its standout BigC Thailand Lucky Landing campaign, which successfully linked online buzz with real-world shopper behaviour.

How BigC reached international visitors before they even booked their flights

Created in collaboration with Vpon Big Data Group, a regional specialist in AI-driven marketing solutions, BigC’s campaign focused on China’s XHS platform (Xiaohongshu). This platform is heavily used for trip planning, a place where people search for travel inspiration, check reviews and gather shopping ideas.

The campaign triggered one of the fastest growth periods BigC had ever seen on social media.
BigC’s XHS account experienced:

• Over 140% growth in followers

• A 133% rise in engagement

• More than 913% more post views

These gains propelled BigC to become the leading Thai retail brand on XHS, driven almost entirely by user interest.

Online excitement that turned into real-store results

The hashtag #BigC必买 (Must-Buy at BigC) evolved into an organic shopping checklist for travellers wanting to see what real people were picking up. 

It went on to gather more than 750,000 views, with users sharing everything from their favourite Thai snacks to beauty items worth stocking up on. For many visitors, their BigC shopping list was ready long before they arrived in Thailand.

But what truly set the campaign apart was its impact offline. The surge in online interest translated into clear results in stores:

• Foot traffic from Chinese tourists jumped by 90%

• Over 100,000 travellers participated in the online coupon activity

• Coupon redemption exceeded 80%, an unusually high rate for a campaign of this scale

BigC identified four factors that helped drive this success. First, given their tenure in Thailand, the brand was already top-of-mind for many tourists, giving the campaign a strong foundation. Second, genuine customer reviews on Chinese platforms created a level of trust that typical advertisements rarely achieve.

Third, BigC kept a steady presence online, ensuring travellers constantly saw its name. And finally, the buzz created an emotional push; people were not just aware of BigC, they felt motivated to visit when they landed.

What BigC is preparing next

With strong results from the first phase, BigC is now gearing up for the BigC Thailand Lucky Landing Phase II, which will roll out soon.

This next chapter will introduce new privileges for travellers and aims to make the shopping experience smoother and more rewarding. The brand hopes to strengthen its role as a go-to retail destination for visitors from all around the world.

Winning the Gold Award highlights how effectively BigC bridges the gap between both Thai shoppers and international tourists, demonstrating how the company continues to evolve its offerings, staying relevant in a rapidly changing retail landscape. 

On a broader scale, the win marks an important moment for Thailand’s retail sector, demonstrating how local brands can reach global audiences through smart data use and a strong online presence.

Those interested in following BigC’s next moves can keep up with updates through the brand’s official Facebook page.

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