‘TOPSTER’ mascots take over the heart of Bangkok in ‘The Red Phenomenon,’ the city’s red-hot happiness event of the year, with discounts of up to 29%.

Bangkok, 19 August 2025 — TOPS, the food business under Central Retail, has kicked off its 29th anniversary celebrations in grand style, launching a major campaign to spread happiness across the country and give back to its customers. Reinforcing its position as Thailand’s leading supermarket and generating excitement for its flagship annual campaign, TOPS has unleashed a joyful red wave across the city with the launch of ‘The Red Phenomenon’. The spectacle is led by a giant 6-metre-tall TOPSTER mascot, accompanied by a troop of 48 TOPSTER in total, transforming the Chong Nonsi Skywalk — a bustling central business district landmark — into a vibrant red photo hotspot. Alongside the visual extravaganza, TOPS is spreading happiness with the giveaway of over 2,900 special discount coupons between 18 and 22 August 2025. The celebrations also include exclusive, unprecedented promotions, with discounts of up to 29% across the basket from over 119 leading partner brands, plus additional on-top basket discount coupons worth up to 450 baht. These offers run from 20 August to 30 September 2025, culminating in a one-day-only ‘secret deal’ surprise on 29 August 2025.

Mr. Stephane Coum, Chief Executive Officer of Food Group, Central Retail, stated, “For the past 29 years, TOPS has driven its business as a food retail leader by always putting our customers centric. This is reflected in the development of products and services that precisely meet customer needs to ensure maximum satisfaction.

Examples include pioneering the SPOT Rewards loyalty program as the first of its kind; being a leader in sustainability by initiating the 'No Bag' policy and supporting Thai farmers through the Jing Jai Farmers’ Market, a marketplace that directly connects local producers with consumers; as well as being a leader in developing diverse store formats and sales channels to create a fully-fledged Omni-Channel model for a seamless shopping experience. This is achieved both through our network, which recently exceeded 752 branches covering key locations nationwide, and in parallel with our online channels—whether it's TOPS ONLINE, Quick Commerce, marketplace platforms, or our Personal Shopper service that provides close, attentive assistance.

At the same time, we place great importance on sustainable growth, coupled with creating shared value for society through responsible business practices that benefit our communities, society, and the environment. This is guided by our 'Small Acts Together' concept and the '12 Missions to Sustainable Retail' strategy, with the firm belief that sustainability can only be achieved through the collaboration of all sectors.”

For 2025, TOPS is pressing forward with its ‘T-O-P-S’ strategy, focusing on developing store formats and creating an elevated shopping experience. This will be achieved through the launch of new hybrid models, including: 10 TOPS DAILY stores combined with TOPS WINE CELLAR; 5 TOPS DAILY stores combined with both TOPS WINE CELLAR and The Baker; and 2 TOPS DAILY x LOOKS stores targeting the Young & Mainstream customer segment.

The strategy also includes the renovation of three existing TOPS branches—Central Rama 9, Central Pinklao, and Central Chaengwattana—into the TOPS FOOD HALL format. These renovations aim to create a new, world-class shopping experience in branches with high potential to serve international and premium clientele.

Furthermore, TOPS is announcing a major push into the Own Brand market, with plans to expand the product line by over 500 new items this year, adding to the current range of approximately 5,000 items. The goal is to have Own Brand revenue share soar past 20% in 2025. All these initiatives will be carried out in parallel with our ongoing operations in social and environmental sustainability.

In celebration of its 29th year of business in the country, TOPS is launching this major annual campaign with the intention of delivering happiness and giving back to its customers. The strategy begins by leveraging a key brand asset—the mascot known as TOPSTER—as the starting point to generate buzz and capture public interest for the launch of this year's 29th-anniversary campaign.

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, explained that “Last year, TOPS introduced the Character Marketing approach, debuting our ‘TOPSTER’ mascot as a brand ambassador to strengthen recall, engagement, and communication with customers. We have integrated TOPSTER into every touchpoint where the brand interacts with customers, creating emotional bonding and driving strong, sustainable ‘brand love’ over the long term — both through promotional communication and various marketing activities.”

“This year, to mark our 29th anniversary, we are building on TOPSTER’s positive, fun, friendly, and approachable personality to launch this landmark campaign. By making TOPSTER and the brand’s signature red colour the symbols of celebration, The Red Phenomenon brings a wave of red happiness to the city with the display of a giant TOPSTER over 6 meters tall, along with mascots in various poses and gestures, totaling 48 figures at the Chong Nonsi Skywalk, turning the heart of Bangkok’s business district into an unmissable photo opportunity. TOPSTER will also hand out over 2,900 limited-edition 29th anniversary discount coupons to passers-by at the Skywalk between 18 and 22 August 2025 — five sessions daily from 08:50 to 19:00 hrs. — giving lucky participants the first chance to enjoy these special privileges.”

The campaign extends beyond physical events, taking Character Marketing into the digital space with the launch of the TOPSTER LINE Sticker for the first time, available via TOPS Thailand and TOPS DAILY. This set of 16 adorable, playful, and vibrant TOPSTER designs is free to download via the LINE application from 19 August to 17 September 2025 only.

In stores, TOPS is marking the occasion with a limited-edition bottled water range featuring four exclusive TOPSTER label designs, each conveying different emotions to brighten the recipient’s day. These are sold under TOPS’ own brand ‘TOPS’ at selected TOPS and TOPS DAILY branches while stocks last.

These activities, from ‘The Red Phenomenon’ marketing event and the launch of the TOPSTER LINE Sticker to the special TOPSTER bottled water, are all part of the promotional celebrations for the 29th anniversary. Alongside this, TOPS is launching its most historic and special promotions ever, packed with unprecedented exclusive discounts. This ensures customers will have the most fun, value-driven, and satisfying shopping experience on all channels, from in-store to online. This is a once-a-year opportunity that true TOPS customers cannot miss!

• Simply spend 600 baht at TOPS FOOD HALL, TOPS, TOPS ONLINE, TOPS CARE, or PET N’ ME, or spend 100 baht at TOPS DAILY, to receive a discount coupon booklet. Each booklet offers up to 29% off the total basket from over 119 leading partner brands, plus additional on-top basket discount coupons worth up to 450 baht. The 29th anniversary coupons can be collected at the customer service counter in all branches.
• The promotion runs from 20 August – 30 September 2025, with the coupon distribution and redemption period split into two rounds: Round 1: 20 August - 16 September 2025; Round 2: 17 - 30 September 2025.
• Special! Customers who meet the spending conditions and receive coupons between 20-28 August 2025 (terms and conditions apply) will be eligible for the ultimate ‘secret deal’ on 29 August 2025, for one day only. Eligibility can be checked via TOPS My Rewards on the official LINE accounts of TOPS Thailand, TOPS FOOD HALL, and TOPS DAILY. Don’t miss it!

“For our 29th anniversary, we want to deliver exceptional value as a heartfelt thank-you to all our customers for their trust and support over the years. This milestone is a testament to the confidence that Thai consumers and society have in TOPS, made possible by the strong partnerships with our business allies, the dedication of our employees working towards a shared goal, and the enduring loyalty of our customers. These are the driving forces behind our mission to make every day extraordinary, filled with inspiration and new experiences, in line with our ‘Every Day DISCOVERY’ philosophy,” Mr. Stephane concluded.

For more information, visit www.tops.co.th, Facebook: TopsThailand, or LINE: @TopsThailand.

#TOPS #DiscoveryEveryDay #29thAnniversary