Saha Group Marks 30-Year Milestone with “Saha Group Fair & Fest” A Massive Celebration of Shopping, Entertainment and Record-Breaking Economic Partnershipsunder the “Moving Forward Together" Concept

The Saha Group is preparing to host “The 30^th Saha Group Fair & Fest” under the concept of “Moving Forward Together" to celebrate the 30-year journey of this fair and festival extravaganza that has stood alongside Thai people and is now ready to continue walking hand-in-hand into the future. The event has been elevated to serve as both a “Fair”—packed with innovative products and special prices—and a "Festival" of entertainment tailored to people of all generations. Attendees can enjoy concerts, fashion shows, and seminars, alongside the signing of MOU and MOA with more than 20 partnership projects to fuel the economy. The event will be held from June 25^th to 28^th, 2026, at Halls 98-100, BITEC Bangna.

Mr. Thamarat Chokwatana President and Executive Chairman of I.C.C. International Public Company Limited, and Chairman of the Saha Group Fair and Fest stated that, “The Saha Group Fair & Fest has been held on a grand scale for 30 years. Throughout the past three decades, the event has grown and evolved alongside consumers, trade partners, and business allies. It has undergone continuous development and transformation through showcasing innovative products, creating business opportunities, and expanding collaborations in various dimensions, ultimately becoming one of the most prominent trade and lifestyle extravaganzas. Today's success does not belong to any single individual, but stems from the mutual growth of all parties involved. This serves as the origin of our 'Moving Forward Together' concept, which reflects our determination to continue creating value, developing new things, and growing together in the future.”

For this year's Saha Group Fair & Fest, the event is designed to seamlessly integrate innovation, exceptional value, entertainment, and business opportunities under one roof. Within Hall 100, innovative and new products from the Saha Group will be showcased, reflecting the direction of products and services that meet the needs of modern consumers. Meanwhile, Halls 98-99 will gather more than 1,000 items from over 100 companies, offering consumers the opportunity to shop at special prices along with value-packed promotions.

This year will feature the launch of exciting new products to add color to the event, such as the 'Pao Bun Jin' Limited Edition detergent—the only box of its kind in the world, BUD'S Ice Cream No Sugar for health-conscious consumers, Kewpie's new Japanese-style 'Wasabi Mayonnaise' flavor, the BSC x MAMA OK collection, and the Sheene x Gubgib collection. Additionally, new fashion items from renowned brands such as Wacoal, Cherilon, era-won, DAKS, Guy Laroche, and many others will be introduced.

Another highlight of this year is the debut of the “Saha Group Restaurant,” a new zone that brings together food and beverage outlets under the Saha Group into a single location. This year introduces a pilot program featuring 3 renowned restaurants from Japan: Ramen Korakuen, the ramen franchise with the highest number of branches in Japan; Unagi Yondaime Kikukawa, an eel rice bowl restaurant boasting over 90 years of heritage; and Daishogun Burger, the number one champion Wagyu beef burger from Japan.

On the festival side, the event offers full-scale entertainment activities and insightful knowledge sharing throughout all 4 days. This includes concerts from renowned artists such as Ink Waruntorn, Nont Tanont, Tor Saksit, Ben Chalatit, Nuvo, and Lipta. There will also be a Meet & Greet session with the favorite Y-series on-screen couple, Pooh-Pavel, as well as the Farmhouse VTuber Concert, organized specifically to cater to the younger generation.

Concurrently, there will be numerous fashion shows and creative activities, including the Wacoal Fashion Show presenting the "Transit Collection by Wacoal x Pony Stone,” the PAN Dancing Contest, and the launch of a new collaboration with Tokyo Girls Collection, a leading fashion and entertainment platform from Japan. Furthermore, Psychic Fever, a hot J-POP artist group from Japan, will also be joining the event.

Additionally, the event features a “Fest Space" zone, where attendees can simply present their shopping receipts from the fair to play games and win various prizes, such as mobile phones, electrical appliances, and products from the Saha Group. Special privileges from various banks will also be available, alongside an array of exclusive benefits for His & Her members.

In addition to the fun, attendees can upskill and reskill through educational seminars covering AI, digital technology, and international trade. This includes a playful project matching Thep Leela Talent with MAMA to create innovative content formats.

“Another core pillar of this year's event is the signing of over 20 Memorandum of Understanding and Memorandum of Agreement with our business partners—the highest number since the inception of the fair—aimed at creating new economic opportunities both domestically and internationally. These agreements span across technology and AI, trade, investment, marketing, health, real estate, education, and lifestyle. Key highlights include two-way trade cooperation between Thailand and Sichuan Province, cross-border business expansion among Thailand, China, Hong Kong and ASEAN, the expansion of business opportunities to introduce high-quality Japanese brands into the Thai market, a land development project in Sriracha District of Chonburi Province, collaboration on the Thailand Best X project to build a digital commerce ecosystem, partnership with Tokyo Girls Collection, strategic cooperation for the study and development of indoor golf businesses in Thailand, an academic development project for an oral health promotion model: the 'Good Teeth Kids Province Sandbox' project, aimed at sustainably enhancing the oral health of Thai children.” Mr. Thamarat stated.