- Reinforcing Siam Piwat’s Co-create & Collaboration to Win strategy, a historic MOU was signed with iQIYI, a leading global entertainment platform partner. This collaboration combines the strong capabilities of a “Global Destination” and a “Premium Entertainment Platform” to elevate the experience to a new dimension, seamlessly connecting the real and digital worlds.
- Creating a “From Screen to Real-World Experience” phenomenon, expanding limitless business opportunities and driving growth through creativity, innovative content, and the power of fan bases, attracting tourists from around the world.
Siam Piwat Group, a global real estate developer and owner and operator of leading global destinations such as Siam Paragon, Siam Center, Siam Discovery, and one of the partners owning ICONSIAM and Siam Premium Outlet Bangkok, reaffirms its leadership in creating limitless global business ecosystems. A significant Memorandum of Understanding (MOU) has been signed with iQIYI, a leading global online entertainment and streaming platform with premium content, IP and strong talent partnerships, to jointly create a turning point and redefine the industry.
This historic collaboration, under the core concept of “From Screen to Real-World Experience,” aims to combine the creative power, premium entertainment content, intellectual property (IP), and leading international artists and performers of iQIYI to create innovative and immersive virtual destination-driven experiences at Siam Piwat’s world-class destinations. Together, they will unlock new business opportunities and elevate the consumer experience to world-class standards through the seamless integration of strategic strengths in luxury retail, lifestyle, tourism, and the global entertainment industry.
Ms. Amporn Chotruchsakul, President – Business Support Division, Siam Piwat Co., Ltd., stated, “Siam Piwat is committed to driving boundless business growth through the power of collaboration and co-creation, reinforcing our position as a Global Experiential Destination. Guided by a customer-centric philosophy, we continuously strive to deliver exceptional experiences that resonate with Thai consumers and visitors from around the world. Today, fan communities stand as one of the most dynamic and high-potential market segments, both nationally and globally, demonstrating strong and sustained growth while embracing audiences across every generation and background.
Recognizing this significant opportunity, Siam Piwat has joined forces with iQIYI, one of the world’s most influential entertainment platforms. This landmark partnership unites our ‘Global Destination’ with a ‘Global Content Platform’ commanding an immense following across the globe.
This strategic alliance will not only unlock new dimensions of mutual business growth but also deliver extraordinary value and innovative experiences to consumers and partners alike. Moreover, it will serve as a cornerstone in creating the ecosystem of the future, one that seamlessly integrates cutting-edge lifestyle trends, premium entertainment, and tourism, thereby propelling Thailand’s creative economy onto the world stage. This reaffirms Siam Piwat’s position as a true game changer, delivering experiences that transcend expectations and pioneering world-class phenomena.”
Mr. Yang Xianghua, President of iQIYI International, stated that,“Great content goes beyond the screen. With its internationally renowned destinations and extensive experience in creating exceptional consumer journeys, Siam Piwat is a valued partner as we expand our offline entertainment ecosystem. We look forward to collaborating to bring more Chinese artists and premium IP to their retail spaces, connecting with global audiences through immersive live events. Our complementary strengths will open up new possibilities for integrating content with physical destinations and creating diverse fan engagement and membership experiences.”
This significant strategic collaboration drives the concept of ‘From Screen to Real-World Experience’ to jointly create a full-fledged global phenomenon in tourism, lifestyle, and entertainment. It aims to deliver unparalleled experiences through key strategic pillars:
- Global Entertainment Experience & Activation
Focusing on connecting iQIYI’s premium content, and leading international artists and performers to bring real-life events and activities to Siam Piwat’s landmark locations. • Establishing Thailand as a regional hub for Asian film premieres and creative fan-based events, delivering the most innovative and impactful experiences in the industry. This collaboration sparked a massive sensation of the year with the “iQIYI Starship: Spring of the Blade Meet & Greet” event, which top Chinese actor Xu Kai fly in specifically to attend the gathering at Siam Paragon on September 20, 2026.
- Seamless Loyalty & Premium CRM Ecosystem:
Exploring ways to link and provide tangible shared benefits between ONESIAM and iQIYI members, drawing on iQIYI’s established membership base and strong fan engagement, as well as co-designing exclusive privileges and special experiences with renowned artists to enhance satisfaction and build seamless engagement with key customers both offline and online.
Assembling a Global Puzzle: Strengthening the Business Ecosystem of the Future
This major strategic partnership announcement with iQIYI marks another milestone in the relentless expansion of Siam Piwat Group’s global ecosystem. Partnering with iQIYI represents a pivotal step toward jointly creating a “future ecosystem of tourism, lifestyle, and entertainment.” This move not only reflects key trends in the technological transformation of the modern business world but also serves as a crucial strategy for seamlessly connecting with and reaching digital-age consumers across every dimension.
A Historic MOU Signing Ceremony in Beijing
To officially mark the beginning of this long-term partnership, a Memorandum of Understanding (MOU) signing ceremony was held with great distinction at iQIYI’s headquarters in Beijing, China. The event was attended by senior executives from both organizations, led by Executives from Siam Piwat Co., Ltd.; Ms. Amporn Chotruchsakul, President – Business Support, and Ms. Mayuree Chaipromprasith, President – Corporate Affairs and Communications, signed an agreement with Mr. Yang Xianghua, President of iQIYI International, and Mr. Dinesh Ratnam, Senior Managing Director, Southeast Asia at iQIYI.
This cross-border collaboration not only underscores Siam Piwat’s success in building a robust global partner network but also serves as a key driving force in co-creating exceptional value and delivering multifaceted experiences. Furthermore, it helps propel Thailand toward becoming a world-class destination that travelers from across the globe aspire to visit.
