BigC Thailand Lucky Landing wins big and gives tourists a new reason to shop in Thailand
The retailer’s marketing campaign wins Gold, proving why tourists keep walking through its doors
The Thaiger key takeaways
- BigC won the Gold Award for Excellence in Retail and Shopper Marketing for its BigC Thailand Lucky Landing campaign.
- The campaign saw rapid growth on XHS, with major increases in followers, engagement and post views.
- Online excitement led to real results in stores, including higher footfall and strong coupon redemption rates.
Visitors coming to Thailand always carry a list of places they want to hit before their trip even begins. BigC is almost always on that list. You hear it from friends returning from Bangkok with bags of snacks. You see it in online travel guides where people swap tips about what to pick up before heading home.
A popularity that consistent never happens on its own. It comes from strong work behind the scenes, and this year that work received formal recognition when BigC won the Gold Award for Excellence in Retail and Shopper Marketing at the Marketing Excellence Awards 2025 in Singapore. The win came from the BigC Thailand Lucky Landing campaign, which connected online excitement with real shoppers walking through their stores.
On this page
| Click to jump to section | Short summary |
| How BigC reached international visitors | The BigC Thailand Lucky Landing worked with Vpon Big Data Group to target travellers on XHS, leading to sharp increases in followers, engagement and post views. |
| Online attention that showed up in real stores | The #BigC必买 hashtag passed 750,000 views, while in-store visits rose by 90% and coupon redemption went above 80%. |
| What BigC is preparing next | The BigC Thailand Lucky Landing Phase II will introduce new privileges for visitors and aims to make the shopping experience even better. |
How BigC reached international visitors before they even booked their flights
The BigC Thailand Lucky Landing was created with Vpon Big Data Group, a regional leader in AI and big data solutions. Their work centred on China’s XHS platform. Also known as Xiaohongshu, it’s a space where many people gather ideas, check reviews and plan their routes.
What followed the campaign was one of the fastest surges BigC had ever experienced on social media. Follower growth rose by more than 140%, engagement increased by 133% and post views multiplied by more than 913%. These increases positioned BigC as the top Thai retail brand on XHS.
Online attention that showed up in real stores
The hashtag #BigC必买, which means Must-Buy at BigC, quickly became an organic guide for those who wanted to know what people actually purchased online, and it accumulated more than 750,000 views. People shared everything from Thai snacks to beauty picks they wanted to stock up on. People saved posts, shared them with friends and built shopping lists long before they arrived in Thailand.
But success on social platforms is one thing; seeing it show up in stores is another. The BigC Thailand Lucky Landing campaign successfully did both. Footfall from Chinese tourists increased by 90% across BigC locations, and more than 100,000 people joined the online coupon activity. Plus, redemption rates went above 80%, which is rare for a campaign at this scale.
BigC points to four areas that pushed the campaign forward. Tourists already had BigC in mind when they thought about shopping in Thailand, which gave the brand a strong starting point. Social proof played a major role, with real voices on Chinese platforms creating trust that polished ads rarely achieve.
The brand also stayed consistently visible online, so the name never slipped out of sight. All of this came together to create an advantage that encouraged more people to walk into the stores and make purchases once they arrived.
What BigC is preparing for visitors next
BigC is preparing to launch the next chapter of the campaign, the BigC Thailand Lucky Landing Phase II soon. It will introduce exclusive privileges designed for visitors and aims to improve the overall shopping experience. The new phase will continue building BigC’s position as a trusted shopping destination for travellers from around the world.
The Gold Award shows how much BigC connects with both Thai shoppers and international visitors. The company keeps improving its products and services and has become a familiar part of many people’s trips to Thailand. The award also marks an important moment for the country’s retail scene, with BigC setting a new standard for how brands can reach tourists through cross-border insights and strong online visibility.
Learn more about BigC and follow future updates through their Facebook.
Sponsored
Latest Thailand News
Follow The Thaiger on Google News:
