CP AXTRA - Lotus’s triumphs at Retail Asia Awards 2025 with triple win

It was recognised in the Domestic Retailer of the Year - Thailand, Hypermarket of the Year - Thailand, and Influencer Marketing Campaign of the Year - Thailand categories.

Lotus’s, a leading retail business under CP AXTRA Public Company Limited, emerged as a dominant force at the Retail Asia Awards 2025, securing three prestigious titles: Domestic Retailer of the Year - Thailand, Hypermarket of the Year - Thailand, and Influencer Marketing Campaign of the Year - Thailand.

The accolades highlight Lotus’s transformative strategy in adapting to shifting consumer behaviour, blending experiential campaigns with digital fluency and cultural insight.

Lotus’s 31st Anniversary campaign

Winning Domestic Retailer of the Year - Thailand, Lotus’s disrupted conventional anniversary marketing with its “Value Magnet” campaign, executed during a challenging Q3 economic climate. Instead of relying on standard promotions, Lotus’s introduced a bold, insight-driven approach, tapping into Thailand’s love for Korean pop culture.

The campaign featured Gong Yoo, a globally revered Korean actor, who made his brand debut in Thailand exclusively with Lotus’s. This move created unprecedented excitement, driving both emotional connection and foot traffic. Alongside Gong Yoo’s appearance, Lotus’s launched partnerships with over 130 major brands, offering exclusive deals on over 1,000 essential products, a strategy that resonated with value-conscious consumers and boosted national brand visibility.

Results were staggering. Sales surged by 24% YoY, spend per visit increased by 25%, new customer acquisition outpaced normal rates by 9 times, and campaign impressions reached over 40 million.

With over 2.6 million digital engagements, growing by 483% vs last year, and brand recall uplift +11.3% according to TikTok Brand Health Track, Lotus’s not only weathered a slow season but redefined it.

Chinese New Year campaign

For its award-winning Chinese New Year (CNY) campaign, which clinched Hypermarket of the Year - Thailand, Lotus’s recognised the declining engagement from older Thai-Chinese consumers and a growing Gen Z influence. With this, it reimagined CNY traditions for the next generation.

Key innovations included: ready-to-use compact worship kits, Instagram-worthy fusion desserts, and the “Lucky Tablecloth,” a guided ceremonial setup designed for modern homes.

To address the rising “Muketing” trend (merging spirituality and marketing), Lotus’s launched LINE stickers featuring Chinese gods, allowing digital-savvy customers to send virtual blessings. The campaign also partnered with Wongnai to transform worship leftovers into trendy dishes, making rituals practical and sustainable.

The impact was substantial, with +3% YoY sales growth, +29% online conversion, 800,000 downloads on LINE stickers, and +50% expansion on social reach, covering over 27 million Thais.

Lotus’s also engaged over 9 million Gen Z and Gen Y consumers and achieved a 46.4% share of online voice, surpassing all competitors during the festive season.

Grilled Chicken x EGG Digital campaign

Lotus’s third victory, Influencer Marketing Campaign of the Year - Thailand, recognised the success of its Grilled Chicken x EGG Digital campaign. Aiming to reposition Lotus’s as a fresh food destination, the campaign introduced a milk-marinated grilled chicken and used first-party data to power influencer selection and content strategy.

Over 33 influencers across TikTok, Facebook, Instagram, and Lemon8 targeted both new-to-category and new-to-brand audiences. From Macro-KOLs for awareness to KOCs for authentic word-of-mouth, every layer was planned to convert digital attention into physical store traffic.

The results spoke volumes, reaching 6.36 million views, over 183,000 interactions, 365% increase in grilled chicken sales, 347% growth in customer purchases, and a 5.6x surge in overall fresh food sales.

From bringing K-stars into Thai households to transforming sacred traditions and reinventing influencer marketing, Lotus’s is shaping the future of retail in Southeast Asia.

As the Thai retail landscape grows increasingly competitive, Lotus’s triple crown at the Retail Asia Awards 2025 underscores one thing clearly: innovation, when deeply rooted in cultural relevance and customer insight, is unstoppable.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].