If your feed has recently filled up with fluffy ears, red bib and wide-eyed smiles, you are not imagining things. Monchhichi, the Japanese character first introduced in the 1970s, has arrived in Bangkok in a big way, fronting one of the most extensive holiday collaborations in the city this season.
Running across multiple locations under Monchhichi x The Mall Group: The Great New Year 2026, the campaign transforms The Mall Lifestore, Emporium, Emquartier, Emsphere and Paragon Department Store into festive playgrounds built around character installations, exclusive merchandise and immersive photo moments.
It is the first large-scale Monchhichi collaboration of its kind in Thailand, positioning the long-loved character not just as a nostalgic toy, but as a cultural icon reintroduced for a new generation.
A Japanese character with global staying power
Created in Japan in 1974, Monchhichi has spent decades building a devoted following across Asia and Europe. Known for its soft brown fur, oversized ears and signature pacifier, the character has evolved beyond a children’s toy into a collectible embraced by adult fans, designers and pop culture collectors.
That longevity is part of the appeal. In Bangkok, where nostalgia-driven design and character culture have found renewed popularity, Monchhichi arrives at exactly the right moment. The collaboration taps into that sentiment while scaling it up into something highly visual and public-facing.
Rather than limiting the activation to retail shelves, The Mall Group has turned the character into a citywide presence, appearing in parks, public spaces and shopping destinations throughout the holiday period.
From the local communities to the malls
Before settling into its mall-based installations, Monchhichi came to life through community-facing events and pop-up appearances. From public park activities like group pilates classes to large-scale walk-through moments connecting with heritage and creative communities in areas like Songwat, the rollout positioned the character as ‘A Messenger of Joy’.
That energy now lives inside the department store themselves. Each participating location presents its own version of the Monchhichi universe, combining decorative installations with meet-and-greet moments, weekend appearances and photo-ready settings designed for families, collectors and casual visitors alike.
Inside the shopping malls, the experience expands into a full festive town, complete with oversized displays and a central Christmas-themed installation that anchors the celebration.
Thailand-exclusive designs and collectibles
One of the strongest draws of the collaboration is its lineup of Thailand-exclusive Monchhichi designs. Developed in partnership with local toy specialists Take Toys, the collection reimagines Monchhichi in recognisably Thai contexts, including local school uniforms, Muay Thai gear and traditional-inspired outfits with playful local references.
These limited-edition figures are available in selected zones within the participating department store, particularly in lifestyle and toy-focused areas such as BeTrend. Quantities are limited, and many designs have already become sought-after items among collectors and fans.
Beyond plush toys, the range extends into accessories, gift items and seasonal packaging, turning Monchhichi into a complete holiday gifting proposition rather than a single novelty purchase.
Holiday gifting with character
The collaboration also extends to the shopping experience itself. Selected purchases come with Monchhichi-themed wrapping paper and shopping bags, adding a visual layer to holiday gifting across The Mall Group’s department stores.
At Emporium, shoppers spending a qualifying amount can opt for Furoshiki-style wrapping, a traditional Japanese fabric wrapping technique that replaces disposable paper with reusable cloth. It is a small but thoughtful detail that ties the campaign back to its Japanese roots while aligning with current conversations around sustainability.
Gift-with-purchase items including tote bags, tumblers and blankets further reinforce the sense that Monchhichi is not just a decoration, but a collectible lifestyle presence woven into the season.
Immersive installations built for Bangkok
At the centre of the celebration is the immersive Monchhichi Christmas Town at The Mall Lifestore Bangkapi. Here, large-scale installations dominate the space, including a towering Monchhichi figure and a festive village-style setup designed for exploration and photography.
A highlight is the infinity mirror room tucked beneath the main Christmas tree installation. Combining reflective surfaces, lighting and character visuals, it offers one of the most visually striking photo spots of the season and has quickly become one of the most shared moments from the campaign.
Across other locations, installations scale to fit their surroundings, from mall atriums to department store entrances, ensuring the character remains visible without overwhelming each space.
A campaign designed for sharing
Digital engagement plays a key role in the collaboration. Custom LINE stickers and Instagram AR filters allow visitors to extend the experience onto their own feeds, while in-mall signage and interactive elements encourage visitors to create and share content in real time.
The result is a campaign that exists simultaneously in physical space and online, blurring the line between retail activation and social media event. For The Mall Group, it is a clear example of how character-led collaborations can drive foot traffic while remaining visually relevant in a content-driven landscape.
A festive moment with real scale
As Bangkok’s holiday calendar fills with pop-ups, markets and themed events, Monchhichi x The Mall Group stands out for its scale and consistency. Rather than a single installation or short-lived activation, it unfolds across locations, weeks and formats, creating a sense of continuity throughout the festive season.
Whether you arrive as a long-time fan, a casual shopper or someone simply looking for a festive atmosphere, the collaboration offers an easy entry point into the New Year mood. And for those watching Bangkok’s retail and pop culture landscape closely, it is a reminder that nostalgia, when handled with care and scale, still has plenty of power.
On now until January 7 2026 at The Mall Lifestore, Emporium, Emquartier, Emsphere and Paragon Department Store. Installations are open during normal mall hours.
Time Out Bangkok in collaboration with Emporium Department Store and The Mall Group