News Categories: News

• Highlighting the concept ‘The Taste of Singapore,’ elevating auspicious Chinese New Year dishes to be more special than ever with ingredients from Golden Chef through two special menus: Rice Paper–Wrapped Shrimp & Crab and Chinese-Style Fried Noodle with Singapore chili crab sauce

Bangkok, 5 February 2026 — TOPS, the food business under Central Retail, builds upon its collaboration with FairPrice Group, Singapore’s largest retailer, with the launch of
“Golden Chef,” an authentic Singaporean ingredients brand, for the first time in Thailand.
The launch invites Thai consumers to experience the Taste of Singapore under the concept “Singapore’s Favorite Flavors Have Arrived in Thailand,” bringing authentic Singaporean flavors to Thai households. The product range covers both ready-made pastes and sauces, helping to make the creation of Singapore-style dishes easy and convenient, while elevating every meal to be more special. TOPS also invites a renowned chef from the culinary industry, Chef Gumphol Tareetian from TOPS EATERY to collaborate in creating special menus
in celebration of the Chinese New Year festival using Golden Chef products, to reinforce FairPrice Group’s expertise in delivering premium flavors trusted by Singaporean consumers
to Thai consumers, under the concept of ‘Everyday Value’ — world-class quality that is truly accessible. Experience authentic flavors from Singapore through Golden Chef, available now, exclusively at TOPS.

Special Deal! When purchasing participating Golden Chef brand products and FairPrice Group products with a minimum spend of THB 229 per receipt, receive a FREE Cooler Bag valued
at THB 159 per piece (limited to 1,600 pieces), at TOPS and TOPS FOOD HALL at participating branches, including TOPS ONLINE, from today through 31 March 2026.

Mr. Brian Hill, Head of International Business and Partnership of Central Food Retail under Central Retail, said, “TOPS is committed to delivering the ‘Every Day DISCOVERY’ experience, allowing customers to discover extraordinary shopping experiences in their everyday lives at TOPS. By partnering with FairPrice Group, the largest retail operator in Singapore, we deliver authentic Singaporean flavors to Thai consumers by carefully selecting products that cater to urban lifestyles seeking quality and convenience. The importation of Golden Chef, a brand that has long been the No.1 favorite among Singaporean consumers, helps open a new shopping experience for Thai consumers to enjoy the true ‘Taste of Singapore’ without the need to travel abroad.”

Amid urban lifestyles that seek both convenience and good taste every day, TOPS invites consumers to discover an authentic Singaporean culinary experience through the selection of quality ingredients from Golden Chef, a brand that serves as a “personal chef” at home and reflects the charm of Singaporean cuisine, which blends cultural diversity with meticulous cooking craftsmanship. This helps make Singapore-style cooking easy, enjoyable, and more accessible, covering everything from special-occasion meals to everyday dining, with highlighted products spanning both ready-made pastes and sauces, including:

• Just open the pouch and enjoy authentic Singaporean flavors, with ready-made pastes that make cooking easy and delicious every day, delivering true Singaporean taste. Led by Golden Chef Singapore Chilli Crab Paste, a signature sauce that brings restaurant-style Singaporean flavors into the home kitchen, featuring rich sauce texture, aromatic spices, and a perfectly balanced sweet-and-spicy taste. Simply tear open the pouch, add the meat or seafood on hand, and simmer until well combined, ready
  to serve in just a few steps. Everyday ingredients are instantly transformed into a meal that feels special, meeting the needs of urban consumers who seek convenience without compromising taste in every meal. Golden Chef Singapore Laksa Paste is an authentic laksa sauce, fragrant with coconut milk and spices, making Singapore-style laksa noodles or noodle dishes easy and enjoyable at home. Golden Chef Singapore Chicken Curry Paste features aromatic spices with well-balanced richness; simply simmer with meat of choice to create an easy and satisfying dish. Golden Chef Hainanese Chicken Rice Paste is an authentic all-in-one seasoning that allows fragrant rice and tender chicken to be prepared in a single pot without additional seasoning. Golden Chef Singapore Satay Beehoon Paste is a rich satay sauce fragrant with peanuts and spices, ideal for noodle-based dishes. Golden Chef Mee Rebus Paste is
  a traditional sauce with balanced sweet-savory flavor and nutty spice aroma, easy to mix with noodles for a complete one-dish meal. Golden Chef Singapore Rendang Paste is a richly spiced paste fragrant with spices, allowing special dishes to be prepared by simmering with meat without the need to prepare spice pastes from scratch.
• Complete every meal with flavors you can trust. With the right sauces and pastes, everyday cooking is no longer complicated, with quality sauces from Golden Chef, curated with authentic recipes and ready for home kitchens. Highlights include Premium Oyster Sauce – Perfect for Stir-Frying, a rich and aromatic oyster sauce that enhances ingredients with professional-level flavor; Light Soy Sauce – Balanced & Versatile,
  a mild soy sauce with balanced saltiness suitable for seasoning, stir-frying, marinating, or dipping; and Dark Soy Sauce – Rich Color, Deep Flavor, which enhances color and rich aroma whether used for stir-frying, braising, or marinating that helps to elevate ordinary dishes, making them look even more appetizing.

At the same time, to welcome the Chinese New Year festival, Chef Gumphol Tareetian from TOPS EATERY was invited to collaborate in creating and crafting exclusive special menus for the Chinese New Year celebration using Golden Chef products, through conveying both auspicious symbolism and authentic Singaporean flavors, the ready-to-use Singapore Chilli Crab Paste serves as the heart of highlight dishes. The first is Singapore-style crispy shrimp and crab, a celebratory dish that represents abundance, featuring generous pieces of shrimp and crab wrapped in delicate Vietnamese rice paper and fried to a golden crisp, then served with rich, aromatic Singapore chilli crab sauce that enhances the dish with bold, layered flavors.
The second is an auspicious Chinese New Year dish, longevity noodles with Singapore chilli crab sauce, symbolizing long life and prosperity. The dish brings together auspicious ingredients such as shrimp, crab, shiitake mushrooms, ginkgo nuts, and assorted vegetables, all tossed in the authentic Singapore chilli crab sauce, which harmoniously binds the flavors together and elevates the Chinese New Year menu to be deeply flavorful and rich in meaning in every bite.

Apart from the two special menus created by the chef using Golden Chef products, during this Chinese New Year festival, Golden Chef also serves as a kitchen essential to elevate auspicious offering dishes and Chinese New Year celebration meals with family members, enhancing prosperity and making every dish more special. This is achieved through authentic Singaporean sauces and seasonings, including Golden Chef Singapore Chilli Crab Paste, which adds bold flavor to celebratory chili crab dishes; Golden Chef Abalone Sauce, a key helper for braised dishes, auspicious vegetables, or longevity noodles requiring balanced flavor; and Golden Chef 100% Pure Sesame Oil, which adds fragrance and a luxurious touch to every dish with just a finishing drizzle, making Chinese New Year cooking easy, authentically delicious, and meaningful in every family celebration.

In addition to the Golden Chef brand, FairPrice Group also offers products under the FairPrice brand that have previously been imported and sold in Thailand at TOPS, and continues
to curate and expand the assortment to elevate Thai consumers’ experience in accessing both flavors and lifestyles from Singapore in a comprehensive way. These are presented across three main “Must-Buy” product categories: authentic cooking pastes & Sauces, which are essential for making Asian cooking easy; breakfast items such as FairPrice Kaya enjoyed with Cream Crackers, delivering a truly authentic Singaporean taste experience; and snacks, such as Potato Chips with distinctive flavors, reflecting FairPrice’s commitment to deliver quality and the Everyday Value philosophy trusted by Singaporean consumers to the Thai market.

Special! Enjoy an exciting promotion when purchasing FairPrice and Golden Chef products with a minimum spend of THB 229 per receipt, receive a FREE Cooler Bag valued at THB 159 per
1 piece (limited to 1,600 pieces), from today through 31 March 2026, at TOPS and TOPS FOOD HALL at participating branches, including TOPS ONLINE.

Discover the “Taste of Asia” and experience authentic Singaporean flavors with Golden Chef and FairPrice products, available now exclusively at TOPS and TOPS FOOD HALL at participating branches, including TOPS ONLINE. For more information and promotions, please visit www.TOPS.co.th, Facebook TOPS Thailand, or LINE @TOPSThailand.

#TOPS #EveryDayDISCOVERY #FairPrice #GoldenChef

Pattaya, January 29, 2026 – TOPS, the food business under Central Retail, continues
to expand its shopping experience into high-potential tourist destinations, adding new vibrancy to every lifestyle journey with the launch of TOPS Khao Phra Tamnak. Strategically located at the intersection of Kasetsin Road and Khao Phra Tamnak Road, one of Pattaya’s most popular tourist landmarks, the new store is surrounded by scenic viewpoints, renowned restaurants, and over 246 hotels, serving tourists and long-stay residents (Expat Community) as a new shopping and lifestyle destination in the heart of Pattaya.

TOPS Khao Phra Tamnak, Pattaya, is located on a site of more than three rai in a prime area at the intersection of Kasetsin Road and Khao Phra Tamnak Road, featuring over 970 square metres of retail space and an additional 1,200 square metres of retail leasable area.
The location sits within one of Pattaya’s most vibrant and distinctive districts, surrounded by popular viewpoints, well-known restaurants, more than 246 hotels, as well as high-end condominiums and luxury villas set in a resort-style environment. The area reflects the appeal of a premium residential neighbourhood that seamlessly blends tourism with everyday living. Developed under the “Food Discovery & Destination” concept, the new TOPS store offers
a curated assortment of more than 18,000 products, designed to transform everyday grocery shopping into a relaxed and enjoyable part of the day. Whether selecting fresh ingredients for a casual meal after a day at the beach, choosing ready-to-eat options for a laid-back afternoon, or sourcing high-quality imported ingredients for a special occasion, the store aims to meet a wide range of lifestyle needs in a single destination.

Designed with a Room Concept layout, the store features clearly defined and easily accessible lifestyle zones that reflect TOPS’ identity across every dimension of daily living. Key highlights include THE BAKER, TOPS WINE CELLAR, FROZEN & CO., FRESH FROM FIELD, LOOKS, EVERCLEAN, BABY & ME, PET ’N ME, AND I LOVE TH—all in one place, allowing customers to shop conveniently and effortlessly while supporting the diverse lifestyles of tourists, expatriates, and local residents in a friendly and relaxed atmosphere. The destination is further enhanced by leading brands such as McDonald’s, The Coffee Club, Dairy Queen,
Café Amazon, FUKU, Taco Bell, and getfresh, along with a variety of other lifestyle services, creating a complete place to shop, dine, and spend time.

The opening ceremony was presided over by Mr. Poramet Ngampichet, Mayor of Pattaya City, with the presence of Mr. Nattapop Yomchinda, District Chief Bang Lamung District, Mr. Skon Phonlooinn, Deputy Chief Executive of Chonburi Provincial Administrative Organization,
Mr. Phoomphipat Kamolnath, Secretary to Mayor of Pattaya City, Mr. Kwang Katesorn,
Vice President of the Chonburi Chamber of Commerce and Mr. Thop Chandraprasert, Director of Kasetsinn Co., Ltd.

The event was warmly welcomed by the TOPS executive team, led by Mrs. Sujita Phengoun, Chief Operating Officer of Central Food Retail under Central Retail, together with
Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail and Mr. Robert James Desborough, Head of Business Development & Expansion of Central Food Retail under Central Retail

Special Promotions to Celebrate the New Store Opening, To celebrate the launch of TOPS Khao Phra Tamnak , exclusive promotions are available for The 1 members:

• Deal 1: Buy 1 Get 1 FREE and special-price items, available from 29 January – 10 February 2026, covering fresh food, ready-to-eat meals, bakery items, beverages, and daily essentials, including mandarins, S&P frozen butter cake, French Butter Artisan croissants, freshly baked Chocolate Chip Banana Muffins, TGM sausages, AllSpring natural mineral water, and Smarter Sensitive Soft & Gentle Baby Wipes.
• Deal 2: Receive a THB 100 Gift Voucher with a minimum purchase of THB 1,000 per receipt from 29 January – 28 February 2026, together with additional privileges from the The 1 Rewards campaign for members who meet the qualifying purchase criteria, including 100 The 1 Points and a THB 100 discount coupon for the next purchase.
• Deal 3: From TOPS FLAVOUR, receive a TOPS Cooler Bag valued at THB 279 and
  a THB 40 discount coupon with a minimum purchase of THB 800 per receipt.
• Deal 4: From ARIGATO Tea & Coffee, enjoy Buy 1 Get 1 FREE on iced Americano and iced Espresso (16 oz.) at a special price of THB 40, from 29 January – 4 February 2026 (terms and conditions apply).

Pattaya shoppers are invited to enjoy great value every day at TOPS Khao Phra Tamnak, located in Bang Lamung District, Chonburi Province. The store is open daily from 8:00 AM to 12:00 AM. For more information, visit www.tops.co.th, Facebook TOPSThailand, or LINE @TOPSThailand.

#TOPS #TOPSKhaoPhraTamnak

Bangkok, 22 January 2026 — TOPS, the food business under Central Retail, has released the results of its consumer behaviour survey for Chinese New Year 2026, revealing five key trends. The findings show that Thai consumers are increasingly inclined towards ‘Smart Purchasing’, placing greater importance on ‘quality’ over ‘promotions’, while believing that ‘saving must come with auspicious meaning’. To usher in the Year of the Horse, TOPS launches its major annual campaign, “THE GREAT CHINESE NEW YEAR 2026.” This initiative leverages deep customer insights through the ‘Discover Prosperity Together’ strategy, built on the ‘A.C.E’ framework: A – ASSORTMENT: ‘Discover the Finest Fortune’ – A curating the finest auspicious products. C – CONNECT & CUSTOMER EMPOWERMENT: “Discover Your Personalized Prosperity” – Utilizing AI to deliver personalized insights that resonate with individual needs. E – EXPERIENCE: ‘Discover Seamless Celebration’ – Creating an auspicious, seamless celebration experience. The campaign also enhances auspiciousness through the participation of
Mor Chang Tossaporn Sritula, a renowned astrology and feng shui expert, who shares correct worship practices and recommends fully curated offering sets. This is complemented by generous promotions under ‘TOPS Gives 3 Auspicious Rewards for Chinese New Year’, offering exclusive benefits for The1 members from now until 17 February 2026. The campaign reinforces TOPS’ position as a Food Discovery & Destination leader for Chinese New Year, with a sales growth target of over 20% during the festive period.

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, said “Although Thailand’s overall retail market in 2026 continues to face challenges amid gradual economic growth—forecast by SCB EIC at 3.7%—we firmly believe that 2026 will be a ‘Year of Recovery and Hope’ for Thai people, following the many challenges of the past year. As TOPS marks its 30th anniversary, we are committed to creating emotional value under the theme of ‘Togetherness’, strengthening the family bonds and revitalizing collective happiness through the cherished traditions of Chinese New Year.”

We anticipate that the spending atmosphere during this year’s Chinese New Year will remain vibrant, as the festival is one of the important annual occasions that consumers value for celebration and enhancing auspiciousness. This is supported by Chinese New Year spending last year, which reached 50 billion baht, reflecting a positive outlook on purchasing power. In addition, the soft power of deeply rooted beliefs and cultural traditions in Thai society continues to serve as an important source of emotional support and a driving force behind continued consumer spending.

“These factors have driven us to develop a campaign that truly resonates with our customers’
‘Smart Purchasing’ mindset. We offer a diverse range of premium-quality offerings, authentically curated to meet auspicious traditions at accessible prices, paired with even more compelling promotions. We are confident that our deep, customer-centric strategy will transform challenges into market momentum, playing a vital role in stimulating overall economic growth.”

Insights from the previous year’s Chinese New Year reveal that women remain the primary decision-makers, accounting for 75% of total spending. When segmented by age, Gen Y (39.5%) and Gen X (37.7%) emerged as the core contributors, collectively representing over 77% of festive expenditure. Offline channels continue to dominate with a 96% sales share, particularly in Greater Bangkok—
a high-potential region that generated nearly 70% of the campaign’s total revenue.

Purchasing behavior reveals a significant surge on ‘Spending Day’ (Wan Chai), with sales skyrocketing by 188% and average basket sizes expanding by 64% compared to typical periods. The top five best-selling categories are led by Cleaning Products—reflecting the tradition of cleansing the home to invite good fortune—followed by Fresh Produce, Cooking Ingredients, Home Care, and Packaged Food. Furthermore, Pre-order sales grew by 6.3%, signaling a shift toward ‘Smart Planning.’ This trend highlights how modern consumers prioritize convenience and seek to ensure they secure premium-quality auspicious items that strictly adhere to tradition.

This year, TOPS also identified emerging consumer behaviour trends for Chinese New Year 2026 based on insight surveysconducted via LINE TOPS Thailand and the Personal Shopper channel, revealing the following:

• Gen X & Gen Y as the key decision-makers for beliefs and spending – Gen X (48%) and Gen Y (30%) remain the primary decision-makers during Chinese New Year, mostly within middle-to-upper income groups and living in Greater Bangkok (80%). These consumers place strong importance on strictly observing traditions (44%), including cleaning the home before worship day, wearing new clothes, and avoiding inauspicious language.
• Quality Outweighs Price: auspicious fruits remain ‘Must-Have’ Items – A standout trend reveals that 84% of consumers view auspicious fruits as essential for Chinese New Year, with over 55% willing to purchase them regardless of promotions. This reflects a clear shift in culturally and spiritually significant festivals: freshness and quality now exert a greater influence on purchasing decisions than price alone.
• ‘Smart Planners’ Preparing Ahead Amid Cost-of-Living Concerns – Economic pressures remain a primary concern, with 57% of consumers worried about rising food prices and 36% concerned about overall expenses, particularly among Gen X and Gen Y. Consequently, 40% have adopted strategic budgeting, planning their purchases meticulously in advance, while 36% intend to spend less than last year. A majority of consumers (53%) aim to cap their festive spending at 2,500 baht, prioritizing Food and Beverages (52%) as their top expense, followed by Red Envelopes (29%)
• Eco-conscious celebrations and reduced food waste – Chinese New Year 2026 reflects
  a shift towards more environmentally conscious celebrations, with 63% of consumers intending to manage offering quantities appropriately to reduce food waste, highlighting the growing importance of sustainability—especially among urban consumers.
• Modern vs Traditional: convenience with meaning – While traditions and beliefs remain central, shopping behaviours have evolved. Consumers now seek convenience and
  one-stop solutions, making ‘Modern Trade’ the main shopping channel (67%) as it effectively combines traditional correctness with modern lifestyles.

Key customer pain points were also identified, including The Fear of Getting it Wrong —especially among younger generations unfamiliar with correct offerings— The Frustration of the Hunt from multiple locations, Anxiety of a Budget due to rising costs, and The Pressure of Time from fast-paced lifestyles. These insights were incorporated into THE GREAT CHINESE NEW YEAR 2026 campaign, shaping product strategies, promotions, channels, and communications to deliver a convenient, comprehensive, and confidence-boosting shopping experience.

For THE GREAT CHINESE NEW YEAR 2026, TOPS is driving forward under the ‘Discover Prosperity Together’ strategy, embracing the theme of Recovery & Hope, with a focus on emotional value and togetherness through the three A.C.E pillars:

• A – ASSORTMENT: Discover the Finest Fortune – TOPS elevates its offering of auspicious products that seamlessly integrate belief and lifestyle. Based on consumer insights prioritising ‘Quality and Authenticity’ over price, products are meticulously curated and endorsed by astrology expert Mor Chang Tossaporn Sritula, addressing Four Dimensions of Auspicious Energy: Luck (The Power of Good Fortune and New Opportunities) Welcoming positivity and auspicious beginnings throughout the year with oranges, duck, persimmons, and Thai steamed cupcakes. Health (The Power of Well-being) Representing balance and good health through pomegranates, red apples, fish, and longevity peach-shaped buns. Wealth (The Power of Prosperity) Enhancing abundance and financial prosperity with red grapes, pineapples, pig heads, and paper offering sets. Love (The Power of Love) Bringing warmth and harmony to the family with red cherries, strawberries, steamed buns, and pink stir-fried noodles. While reinforcing TOPS’ leadership in Premium Freshness through premium-grade auspicious fruits selected for their exceptional freshness—responding to consumers who view fruit as the very heart of traditional offerings. At the same time, the assortment caters to modern lifestyles through the concepts of Convenience & Sustainability, with all-in-one offering sets and curated ritual items designed in right-sized portions to help reduce food waste, one of the key consumption trends increasingly valued by today’s consumers.

• C – CONNECT & CUSTOMER EMPOWERMENT: Discover Your Personalised Prosperity – For the first time, TOPS is fully deploying AI-Powered Lifestyle Segmentation for its Chinese New Year campaign, leveraging data from The 1 Ecosystem to analyse and predict individual consumer needs at a granular level (hyper-personalisation).
  This significantly enhances the accuracy of communications and product recommendations, ensuring they are truly aligned with the purchasing behaviours of each customer segment. Key components include:

• Existing Shoppers: Encourage repeat purchases or purchase upgrades by leveraging purchase history, with AI recommending products that deliver a more engaging and memorable shopping experience.
  • Seasonal Patterns (High-Potential Customers): AI identifies customers with a strong propensity to engage in festive spending based on early behavioral cues—such as those purchasing home-cleaning supplies pre-festival—enabling TOPS to deliver timely, relevant promotions that align with their decision-making journey.
  • Lapsed Customers: Re-engaging inactive shoppers through hyper-personalized incentives

Furthermore, under the ‘Customer Empowerment Ang-Pao’ strategy, TOPS empowers shoppers with a flexible campaign that allows them to ‘Customize Their Value.’ Whether through instant discounts, points redemption, or cashback credits, this approach is designed to cater to the diverse and specific preferences of every individual.

• E – EXPERIENCE: Discover Seamless Celebration – Elevating the shopping experience by transforming the supermarket atmosphere into a contemporary Chinatown, filled with vibrant colours and festive energy to create clear differentiation and lasting memorability during the festive period. Customer engagement is further enhanced through how-to guide content by ‘Mor Chang’, offering practical guidance on setting up worship tables correctly and preparing to welcome good fortune in line with traditional beliefs, helping to ease consumer concerns and build confidence in their celebrations. In addition, the experience is seamlessly connected through an offline-to-online (O2O) approach, allowing customers to pre-order products and have auspicious items delivered directly to their homes without interruption—perfectly catering to convenience and modern digital lifestyles.

The campaign is further bolstered by the ‘TOPS Gives 3 Auspicious Rewards for Chinese New Year’ promotion. Designed to maximize value and support smarter spending, TOPS offers exclusive privileges to The1 members from now until 17 February 2026.

• Fortune No. 1: “The Great Chinese New Year 2026” Discount Coupons – Enjoy savings of up to 15% when meeting the minimum spending requirements. Coupons are available in three formats:
  • Receive one free discount coupon for every 600 baht spent per receipt at TOPS (participating branches), TOPS FOOD HALL, TOPS FINE FOOD, and TOPS ONLINE.
  • Receive one free discount coupon for every 400 baht spent per receipt at TOPS (participating branches), all TOPS CARE locations, participating Pet N’Me stores, and Matsukiyo.
  • Receive one free discount coupon for every 150 baht spent per receipt at all TOPS DAILY branches.

These exclusive privileges are reserved for The1 members only. Each member is entitled to
a maximum of 12 coupons throughout the campaign period.

• Fortune No. 2: Redeem The1 Points for Extra Discounts – Redeem The 1 points equivalent to your purchase amount to receive an additional discount of up to 20% (terms and conditions apply)
• Fortune No. 3: Earn or Redeem for Up to 20% Cashback – Get up to 20% cashback through participating credit cards by earning or redeeming points (terms and conditions apply)

Special Offer for The1 Members! Experience the exclusive “Super Burn” promotion. Enjoy an on-top discount across your entire basket by redeeming The1 points equivalent to your purchase amount.
Get an instant 20% additional discount with a minimum redemption of only 800 points per receipt. This offer is available at all TOPS locations and TOPS ONLINE.

For customers interested in pre-ordering Chinese New Year products, TOPS is offering exclusive privileges for orders placed via TOPS, TOPS FOOD HALL, TOPS FINE FOOD, TOPS ONLINE, and the Personal Shopper service. When pre-ordering Chinese New Year products with a minimum spend of 800 baht, customers will receive a 100-baht gift voucher. For pre-orders placed via TOPS DAILY, customers who spend 800 baht will receive an immediate 100-baht discount. The promotion is limited to one entitlement per The1 membership number. Pre-orders are available from today until 13 February 2026, with product collection scheduled for 15 February 2026. For further details, please enquire at participating stores.

In addition, during the Chinese New Year period, TOPS will serve a wide range of Chinese cuisine from renowned and popular eateries, including Khamoo Trok Sung Bangrak , Lee Chim Hia Juikui,
Je Daeng Yaowarat, as well as Michelin-recognised street food and authentic Chinese dishes—allowing consumers to fully immerse themselves in the festive atmosphere in one place.

“In 2026, TOPS remains committed to stimulating spending and strengthening confidence in Thailand’s retail sector, while elevating TOPS to become the No1 brand in consumers’ minds across every festival. We are confident that ‘THE GREAT CHINESE NEW YEAR 2026’ will be a key driver in helping Thai consumers begin the new year with confidence when shopping at TOPS, with a targeted Chinese New Year sales growth of 20%,” Mr. Chakkit concluded.

Shop smart across Spending Day, Worship Day, and Celebration Day—all in one place—with
‘THE GREAT CHINESE NEW YEAR 2026’, where TOPS has curated a complete range of Chinese New Year products and solutions to deliver both auspiciousness and prosperity. Available now until 17 February 2026 at TOPS, TOPS FOOD HALL, TOPS FINE FOOD, and TOPS DAILY nationwide, as well as online. For more information and promotions, visit www.tops.co.th, Facebook TOPS Thailand, or LINE @TOPSThailand.

#TOPS #EveryDayDISCOVERY #THEGREATCHINESENEWYEAR2026

Bangkok, 11 December 2025 — TOPS, the food business under Central Retail, is accelerating post-flood recovery efforts in Hat Yai through the ‘TOPS Rebuild Hat Yai’ initiative. The project brings together the combined strength of government agencies, local authorities, TOPSTER employee volunteers and community members to carry out the ‘TOPS Rebuild Hat Yai Community Cleaning Day’ activity, cleaning streets in affected areas so that residents can move around safely and conveniently, restore community hygiene, and return to normal life as quickly as possible. The initiative also includes enhanced welfare and support measures for more than 115 affected TOPS employees, and an expression of gratitude to over 225 partner suppliers for their contribution of products, raw materials, dried foods and essential items for the public. These supplies have been used for direct distribution and for preparing a total of 14,300 relief bags, with a combined value of more than 12,840,000 baht, forming a crucial force behind the rapid and effective relief mission in the South.

Mr. Stephane Coum, Chief Executive Officer of Food Group, Central Retail, said, “The recent flooding in the South has had a severe impact on homes and communities. Throughout this period, TOPS has continuously implemented relief measures – from supporting the government by supplying relief bags filled with essential items, to deploying teams into the field to assist those affected in heavily impacted areas. As the waters recede, the need to restore living conditions and rejuvenate the city becomes critical and urgent, so that people can stand back on their feet and return to normal life as quickly as possible. TOPS has therefore launched the ‘TOPS Rebuild Hat Yai’ project, working together with government agencies, local authorities and TOPSTER employee volunteers to help restore Hat Yai. This includes delivering dried foods, drinking water, household essentials and cleaning equipment to affected households, as well as strengthening support measures for impacted TOPS employees so they can return to normal life. This mission is the result of joint efforts between the public sector, private sector and local communities, ensuring the recovery process progresses faster, delivers tangible results, and carries deep meaning for every family in the South.”

TOPS is implementing the ‘TOPS Rebuild Hat Yai’ project across two key dimensions, ensuring comprehensive and well-rounded support:

• Community Recovery – During the critical phase of the flooding, TOPS deployed teams across Hat Yai District to distribute relief bags and consumer goods supplied by partner suppliers, totaling 14,300 bags and a combined value of 12,840,000 baht. As conditions have shifted into the post-flood phase, TOPS has continued its support through the ‘TOPS Rebuild Hat Yai Community Cleaning Day’, an urgent community-recovery effort after the waters recede. This activity has been conducted in cooperation with Songkhla Province, with Mr. Jirawat Maneechot, Deputy Governor of Songkhla, presiding over the event, alongside the Hat Yai Flood Relief Special Task Force; the 4th Special Combat Training Company, Sichon District, Nakhon Si Thammarat Province; the Volunteer Territorial Defence Corps, Phetchabun Province; Hat Yai City Municipality; and TOPSTER employee volunteers and local community volunteers. In total, more than 100 people joined forces on the ground in Hat Yai District, Songkhla Province, to clean Khlong Rian 2 Road over a stretch of more than 800 metres. Activities included clearing debris, washing down road surfaces, and sweeping away mud along the main affected roadway. The team also delivered relief bags to Khlong Rian Community, Romyen Community, and the area surrounding Tops Central Hatyai, as well as distributing ‘TOPS Rebuild Hat Yai Kits’ – cleaning tool sets – to community members. Food and essential items continue to be delivered to households across the province, with ongoing contributions from a wide range of brands.

To further support the restoration of the city and help residents resume everyday life safely, securely and as quickly as possible, TOPS has also launched special promotions on cleaning products, including: Discounts of up to 50% on selected cleaning products, and 0% instalment plans for up to 6 months via participating credit cards. These offers are available from today until 31 December 2025 at TOPS Central Hatyai, TOPS Hat Yai Village, TOPS Hat Yai City, TOPS Central Nakhon Si Thammarat 2, TOPS Central Surat Thani, TOPS Robinson Lifestyle Trang, TOPS Phangan, TOPS Haven Samui, TOPS Food Hall Central Samui, as well as via the TOPS ONLINE channel.

• Employee Support – TOPS has implemented dedicated support measures for 115 employees affected by the flooding. Initially, the company provided emergency financial assistance of up to 13,000 baht per person, and continues to offer comprehensive, ongoing support to ensure employees can recover physically, emotionally and in their daily lives – because every employee is at the heart of the organisation.

• Support measures include delivery of relief bags, picnic bedding sets, home-cleaning kits, food and drinking water to affected employees on a continuous basis.
• Provision of hotel accommodation for employees who are unable to return to their homes
• Deployment of on-the-ground teams to help clean houses, repair homes and fix damaged electrical appliances, supported by specialised technicians who conduct initial safety checks on household electrical systems and water systems, as well as providing health and medication advice to employees and their families, ensuring effective household and emotional recovery
• Opening a motorbike repair point at TOPS Hat Yai Village to help repair vehicles belonging to employees across Central Retail who have been affected, along with a shuttle service to assist with transport
• Introducing an emergency loan facility of up to three times the employee’s monthly salary, repayable over 24 instalments, together with a ‘special disaster leave’ entitlement that does not count towards normal leave allowances throughout the flood period.

TOPS also extends its heartfelt thanks to more than 225 partner suppliers who have been a vital driving force in the relief and recovery mission for flood-affected communities in the South. Their support has included contributions of food, raw materials, beverages and essential goods – more than 120,000 individual items in total – and additional support for relief bags, with a combined value of over 7,000,000 baht. This support has played a crucial role in enabling rapid, systematic and wide-reaching distribution of relief bags to households across affected areas. It reflects the strength of a business network that stands alongside Thai society in times of crisis and helps drive the effective recovery of Hat Yai.

TOPS firmly believes that small acts from every sector, when combined, become a powerful force that helps society overcome crises and emerge stronger. Under the ‘Small Acts Together’ philosophy and the ‘12 Missions to Sustainable Retail’ framework – particularly in the area of Community Engagement, which Tops has long prioritised – the company continues to send its encouragement to all communities now in the recovery phase after the floods. TOPS reaffirms its readiness to support the ongoing recovery of Hat Yai, as well as surrounding areas and communities affected by the floods, on a continuous basis.

#TOPS #EVERYDAYDISCOVERY #HATYAIFLOOD #TOPSREBUILDHATYAI

Bangkok, 4 December 2025 – TOPS, the food business under Central Retail, is accelerating momentum in the year-end and New Year 2026 gift-hamper market with the major campaign ‘TOPS OF HAPPINESS 2026’ Celebrating the closing of the year and welcoming the new one, TOPS unveils over 60 premium gift hampers that suit every lifestyle of both givers and recipients, meeting the preferences of today’s consumers who value sharing genuine feelings through quality gifts and who seek the true joy of giving. This reinforces TOPS’ leadership as the food-retail brand that stands with Thai people in every season. The campaign runs from today through 6 January 2026 at TOPS, TOPS FOOD HALL across all participating branches, and TOPS ONLINE.

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, said, “The New Year season is a key moment that reflects overall Thai consumer spending each year. The National Economic and Social Development Council (NESDC) projects Thailand’s economy to expand by around 2.0% in 2025, which should lift year-end consumption and purchasing sentiment. This aligns with Thai consumers’ continued emphasis on giving gifts and hampers as tokens of care for elders, business partners and loved ones. TOPS has therefore launched ‘TOPS OF HAPPINESS 2026’ to present truly special hampers, prioritising distinctive curation — including imported products and items available ‘Only at TOPS’ — to strengthen consumer confidence and reaffirm leadership in the hamper market alongside Thais in every festive season. We are targeting around 20% growth in New Year hamper sales.” 

“From our survey of TOPS customers’ spending during the New Year 2025 season, The1 members purchasing hampers increased by over 14% year on year. The core customer base remains Millennials and Gen X aged 35-54, accounting for about 60% of all customers; female customers continue to be the main purchasers at over 72%. Geographically, Bangkok and the metropolitan area deliver the highest share of sales at over 67%, followed by the Eastern and Central regions — reflecting a strong base and brand popularity particularly among urban consumers.”

Mr. Chakkit continued, “TOPS also finds that modern consumers prioritise health and sustainable living (longevity) — a megatrend set to surge next year. As a result, this year’s hamper concepts have been structured into groups aligned with customer needs, expressing the giver’s personality while matching the recipient’s lifestyle. Through thoughtful selection of meaningful, high-quality items, health-focused hampers have become a standout growth category, evidenced by Jing Jai Farmers’ Market hampers posting 70% growth in 2024 versus 2023. This underscores demand for gifts that are good for health and meaningful at heart. Accordingly, TOPS is expanding its range of health-oriented and GI hampers as key options for passing on happiness to recipients.”

For ‘TOPS OF HAPPINESS 2026,’ curated for the joyous transition from the old year to the new, TOPS brings together best-in-class products from around the world and quality items from Thai producers into over 60 premium hampers that span every dimension of giving, presented across multiple categories, including:

• World-class premium hampers for every moment of giving – Exclusive & Imported hampers gather elevated luxury in a Truly World Class Curation that reflects the giver’s refined taste and the recipient’s genuine delight. Each hamper features meticulously selected products from leading global brands, such as Grandma Wild’s Biscuits — time-honoured recipes enjoyed for generations; Muraglia Extra Virgin Olive Oil Intense — premium Italian olive oil made from Coratina olives; and Langnese Acacia Honey with Comb — 100% pure German acacia honey, naturally harvested and golden-clear.
• Health-focused hampers to show you care for those you love – Share well-wishes with premium fruit hampers, featuring high-quality fresh fruit from certified sustainable farms in Thailand and in-season produce rich in nutrients — ideal for seniors and respected elders. Each hamper is elegantly and thoughtfully designed with environmentally friendly materials. Each item is carefully selected so recipients enjoy natural sweetness, strong nutritional value and heartfelt care that endures across every occasion of blessing.
• Snacker hampers — let happiness start with ‘delicious’ and fill every moment – Deliver full-on fun with Snacker hampers that bundle joyful colors and flavors from popular snacks and treats by leading global brands. These cheerful hampers spark smiles with crispy snacks, beloved sweets and better-for-you nibbles to suit every lifestyle — channeling positive energy, fun and delight into every gifting moment.
• Sustainability hampers supporting Thai farmers and local entrepreneurs – Hampers that celebrate Thainess through produce from farmers, communities and SMEs nationwide — from fresh fruit and vegetables from quality origins to renowned local specialties, to GI products expressing each region’s unique identity. They also include items from Jing Jai Farmers’ Market and TOPS TONGTIN, initiatives that sustainably empower real farmers and community businesses. Beautifully presented with Thai storytelling and craftsmanship, the hampers are filled with rigorously selected products, so recipients feel the quality, safety and the makers’ intent — gifts that power stable, sustainable growth for Thailand’s local economies on every giving occasion.

In addition, TOPS extends festive happiness with a broader selection of curated seasonal products and special items than ever before — notably seasonal imports from over 37 countries, together with over 435 limited-exclusive items only at TOPS, providing a comprehensive range so customers can share happiness that truly resonates with both giver and receiver.

TOPS also enhances the festive experience with special menus from TOPS EATERY, crafted from quality ingredients with meticulous preparation, serving exclusive seasonal delights such as Christmas Turkey Set, Xmas Sausage Platter and Salmon Wellington. Sweet finishes and festive bakes from THE BAKER include Apple Pie, King’s Cake Original, Christmas Cookies, and Gingerbread House designs — bringing flavours of joy, warmth and memorable moments for every family.

 “TOPS remains committed to being ‘the destination for discovering extraordinary experiences in every season’ under the ‘Every Day DISCOVERY’ concept, standing alongside Thais in every moment of joy — especially at Christmas and New Year, a season rich with meaning. We aim to help create happy moments for everyone through experiences that go beyond shopping, conveying warmth at every step of the giving journey, from choosing the gift to presenting it to those we love,” concluded Mr. Chakkit

Special offer! Purchase participating gift hampers and, upon reaching the specified spend thresholds, receive gift cards worth up to 150,000 baht in total. The1 members can redeem points equal to the purchase amount for an extra discount of up to 12.5%, plus enjoy privileges from participating credit cards. Offers run from today through 6 January 2026. See details in the 2026 e-catalogues: TOPS at https://tops.sh/s/keJmOf and TOPS FOOD HALL at https://tops.sh/s/ALHvtx. 

Share happiness in this special season with TOPS in the ‘TOPS OF HAPPINESS 2026’ campaign from today through 6 January 2026 at TOPS and TOPS FOOD HALL branches nationwide, or shop conveniently anywhere via TOPS ONLINE. For further information, visit www.TOPS.co.th, Facebook ‘TOPSThailand’, or add LINE @TOPSThailand.

#TOPS #EveryDayDISCOVERY #TOPSOFHAPPINESS2026

TOPS launches AI-powered chatbot, advancing customer experience with 24/7 utility and seamless omnichannel capability

Bangkok, 3 December 2025 — TOPS, the food business under Central Retail, today announced the launch of its next-generation AI chatbot, developed in continued collaboration with Google Cloud. Built on Google Cloud’s Conversational Agents technology (formerly Dialogflow CX), this advanced system marks a major upgrade in TOPS’ AI innovation journey, introducing a breakthrough feature that enables real-time stock checking inside stores. Customers can instantly check product availability at their nearest TOPS location through the chatbot before visiting the store. The new chatbot provides 24/7 intelligent customer support and represents a decisive step toward realizing a truly seamless omnichannel shopping experience.

Mr. Stephane Coum, Chief Executive Officer of Food Group, Central Retail, said: “AI is now a vital force reshaping the global retail landscape, redefining how brands connect with customers and deliver personalized experiences. At Tops, we have continuously embraced and developed AI-driven innovation to enhance every aspect of the shopping journey — creating greater convenience, smarter engagement, and more pleasure for our customers. This direction aligns with the Deloitte 2025 Global Retail Outlook, which highlights hyper-personalization and omnichannel enhancement as defining trends for the industry. It also reflects the broader market momentum, with the Asia-Pacific region showing the fastest growth in the AI-in-retail sector, projected to expand at an 18.9 percent CAGR through 2030, according to Mordor Intelligence (2024).

“Building on the success of our generative AI-powered TOPS Chef Bot, this second major collaboration with Google Cloud focuses on utility and efficiency. The new conversational agent delivers actionable, real-time data—such as order tracking, stock availability and store guidance—fundamentally elevating online, pre-store and in-store customer experience while boosting operational performance.”

Mr. Annop Siritikul, Country Director, Thailand, Google Cloud, said: “Our collaboration with TOPS demonstrates exactly how Google Cloud’s Customer Engagement Suite elevates the omnichannel customer experience. By using AI agents to drive real-time utility—like instant stock verification—TOPS is moving beyond basic automation to deliver the speed, intelligence, and hyper-personalized support today’s consumers expect. These agents are transforming stock availability from simple data points into a tangible consumer benefit, bridging the gap between digital and physical interactions. Building on this latest project, as well as the success of the TOPS Chef Bot, we look forward to continuing to partner with TOPS to set new benchmarks for AI innovation and ROI in Thailand’s retail sector.” 

Leveraging Google Cloud’s Conversational Agents platform, the new AI Chatbot is seamlessly integrated into the TOPS mobile app and TOPS ONLINE platform. It introduces several game-changing features that guide customers before and during their store visits:

• Real-Time Stock Checking: The pivotal new feature allows customers to verify product availability before visiting stores, streamlining shopping journeys and reducing unnecessary trips.
• 24/7 Intelligent Customer Support: Provides instant responses to common queries, order status tracking, and policy guidance—ensuring minimal wait times and uninterrupted service.
• Smart Store Navigation: Helps customers get directions to specific stores and find the nearest TOPS location. 
• Natural Thai Language Understanding: Offers multi-language capability and is optimized for casual Thai conversation and regional dialects, enabling context-aware, human-like interactions.

Mr. Ashish Arora, Head of Data Analytics & AI of Central Food Retail under Central Retail, elaborated on the technological breakthrough behind the platform: “Our deployment of Google Cloud’s Conversational Agents focuses on delivering intuitive, human-centric assistance at scale. We have engineered an architecture that not only masters the complexities of natural Thai speech and regional nuances but also delivers faster responses for data-heavy tasks like order tracking and real-time stock checks, By bridging our backend systems with this advanced conversational layer, we are removing friction from the customer journey—handling thousands of concurrent interactions instantly while ensuring the experience feels helpful and human.”

By offering convenient stock verification and round-the-clock assistance, the chatbot delivers tangible benefits to customers while creating strategic business value for TOPS. It enhances operational efficiency, reduces customer-service costs, and generates data-driven insights into shopper behavior—further reinforcing TOPS’ competitive advantage in Thailand’s evolving retail landscape.

“This launch marks only the beginning of our journey to transform retail in Thailand. The next phase will introduce Personalized Shopping Intelligence, integrating predictive capabilities to anticipate customer needs, tailor promotions and product recommendations based on shopping history, and fully connect with our loyalty program. Our goal is to create a truly bespoke shopping assistant that understands every customer best.” Mr. Coum concluded. 

The TOPS Chatbot is now available on the TOPS ONLINE platform, accessible through the TOPS mobile application. For more information, visit www.TOPS.co.th, Facebook ‘TOPSThailand’, or add LINE TOPSThailand.

#TOPS #TOPSCHATBOT

• Launches ‘4-Region SME Stamp’ Campaign, Inviting Thais to Explore Local SMEs Treasures, Collect Stamps, and Redeem Exclusive Premium Rewards Nationwide

Bangkok, November 18, 2025 — TOPS, under Central Retail, proudly celebrates the third anniversary of its ‘TOPS TONGTIN’ project, reaffirming its role as a leading platform driving the sustainable growth of Thai SMEs under the concept of ‘LOCAL DISCOVERIES’ showcasing the charm and stories behind high-quality local products from across Thailand.

Over the past three years, the project has attracted more than 2,700 entrepreneurs, with sales growing by over 270 percent. To mark this milestone, TOPS is launching
the nationwide ‘4-Region SME Stamp’ campaign, inviting customers to enjoy shopping while supporting local products and collecting stamps to redeem exclusive regional rewards. Participants also stand a chance to win a one-night stay for two at Cocoa Valley Resort, Nan Province, totaling 2 prizes. The campaign runs from now until 6 January 2026 at all participating TOPS and TOPS FOOD HALL branches nationwide, as well as via TOPS ONLINE 

Mr. Stephane Coum, Chief Executive Officer of Food Group, Central Retail, said, “SMEs are one of the most crucial engines powering Thailand’s economy. According to the Office of Small and Medium Enterprises Promotion (OSMEP), Thailand’s MSME (Micro-entrepreneurs, Small and Medium-sized Enterprises) sector contributed 1.57 trillion baht to the country’s GDP in Q2 2025, equivalent to 34.47 percent of the national GDP, growing by 2.78 percent year on year. This underscores the vital role of small entrepreneurs who continue to drive both local and national economic growth. As a leading food retailer that has long been by the side of Thai people, TOPS recognises the importance of the SME sector as a key pillar of the economy. We are committed to supporting and strengthening local entrepreneurs nationwide, helping them to develop sustainably and expand their competitiveness on the global stage.”

The TOPS TONGTIN platform, one of TOPS’ flagship initiatives dedicated to strengthening Thailand’s grassroots economy, has now entered its third year reflecting the brand’s steadfast commitment to empowering local producers and helping them ‘rise to the TOPS level’. This aligns with TOPS’ vision for sustainable retail under its ‘12 Missions to Sustainable Retail’ strategy and the ‘Small Acts Together’ philosophy, as well as supporting the government’s ‘Quick Big Win’ policy to elevate Thai SMEs’ potential. TOPS will continue its mission as a ‘Platform of Opportunities’ creating value, distributing income, and strengthening Thailand’s grassroots economy towards stable and sustainable growth.

Mr. Brian Hill, Head of International Business and Partnership of Central Food Retail under Central Retail, added, “Over the past three years, TOPS TONGTIN has demonstrated the tremendous potential of local Thai entrepreneurs in bringing their products to modern trade with pride. We believe every local product has a story, an identity, and a heritage worth sharing with consumers — and that belief forms the heart of our ‘LOCAL DISCOVERIES’ concept, which TOPS delivers through a shopping experience that connects people with local products from every region nationwide. This year, over 700 entrepreneurs nationwide joined the programme a 25% increase from last year bringing the total number of TOPS TONGTIN products on shelves to over 500 items, with sales rising by more than 50%. We aim to onboard 20% more SMEs in 2026

To broaden opportunities, TOPS has expanded its dedicated ‘TOPS TONGTIN’ zones across 103 branches of TOPS and TOPS FOOD HALL nationwide. Looking ahead, TOPS plans to extend its retail network internationally through partnerships with global allies such as WeChat (China), FairPrice (Singapore), and Robinsons Philippines, covering more than 60 SKUs, with further partnerships in development. TOPS is also launching the ‘4-Region SME Stamp’ campaign to celebrate the 3rd anniversary of the “TOPS TONGTIN” initiative, inviting customers nationwide to support local Thai products while enjoying a fun shopping experience and premium rewards from all four regions of the country.

For the ‘4-Region SME Stamp’ campaign, TOPS invites customers nationwide to embark on a remarkable shopping experience and discover the unique charm of local products from North to South. The campaign promises both enjoyment and great value, along with exclusive premium rewards from each region. Customers can join via My Rewards on the LINE Official Account @TOPSThailand by linking their The1 membership before making purchases of SME products from the designated regions. Receive 1 stamp for every 200 baht spent. Collect 10 stamps to redeem special regional premium gifts, each showcasing the beauty and identity of Thai craftsmanship. 

• Central Region – Free Elephant Mug from the “Think of Thailand” brand, a high-quality porcelain piece featuring the beauty of the Thai elephant in a contemporary line-drawing, infused with an aura of Thai culture (valued at 339 baht).
• Northern Region – Receive a free premium “Moo Maew” lunchbox from the brand Mae Aew (Spicy Crispy Pork Rind Spicy Flavour), conveying the aura of Northern culture in a slow-paced, warm, and gentle-hearted way. The lunchbox comes in a cute, convenient, and easy-to-carry design, perfect for enjoying meals anywhere just like being at home with mom (valued at 350 baht). Additionally, customers can choose from two Northern-style fabric tote bags from the brand “Por Jao”:
  an Owl pattern or an Elephant pattern. Both designs are cute, bright, and evoke the charm of the Northern mountains (valued at 159 baht).
• Northeastern Region (Isan) – Receive a free premium handmade iPad pouch from the “Tom Jub Ubon” brand, created by a local women’s group in Ubon Ratchathani. Featuring a chic design of indigo-dyed fabric with printed patterns paired with Pha Khao Ma, this exquisite handmade piece is infused with the charm of Isaan-style Thai textiles (valued at 329 baht)
• Southern Region – Receive a free Southern-style fabric tote bag from the brand “Grand Mom Aead” – a bright and vibrant in true Southern fashion, this bag is easy to carry, practical, and ready for any adventure. It’s perfect for shoppers, travelers, or anyone looking for a go-to everyday tote (valued at 159 THB).

Grand Prize: Customers with the highest accumulated purchase value (TOP Spenders) will have the chance to win a free one-night stay for two at Cocoa Valley Resort, Nan province, including a cocoa-making workshop and farm tour (worth 4,999 baht per prize; 2 prizes in total). Join the celebration, explore the finest regional products, and support quality items from Thai artisans along with new arrivals from TOPS TONGTIN. Enjoy the ‘4-Region SME Stamp’ campaign from today until 6 January 2026 at participating TOPS and TOPS FOOD HALL branches, as well as via TOPS ONLINE. For more details, visit the TOPS TONGTIN Facebook page, or learn how to join the programme at https://topstongtin.tops.co.th/

For further information, visit www.TOPS.co.th, Facebook ‘TOPSThailand’, or add LINE TOPSThailand.

#TOPS #TOPSTONGTIN #EveryDayDISCOVERY 

#12MissionsToSustainable Retail #SmallActsTogether

Knockdown Pricing Starts Today until 25 November 2025

Bangkok, 10 November 2025 — TOPS, the food business under Central Retail, is elevating great-value shopping to the next level while stimulating year-end spending with the launch of the “TOPS KNOCK PRICE” campaign, under the concept of “Truly Low, No Second Thought”. The aim is to help ease cost-of-living pressures in a slowing economy, anchored by the strength of ‘Trusted Price with Trusted Quality’ giving customers the confidence to shop without price-checking. The campaign features more than 300 carefully curated quality products alongside Own Brand items, rotating on a regular basis to deliver exceptional value across all categories — from daily essentials and fresh food to household items and FMCG — perfectly matching the lifestyle of Smart Shoppers who seek dependable value and quality with every purchase. Reinforcing TOPS’ position as a brand accessible to all, the company is targeting 20% sales growth. Knockdown prices run from today through 25 November 2025 at all participating branches of TOPS, TOPS FOOD HALL, TOPS DAILY, TOPS CARE, and PET ‘N ME nationwide, as well as TOPS ONLINE.

Mr. Stephane Coum, Chief Executive Officer – Food Group, Central Retail, stated “Thailand’s economy remains in a recovery phase amid cost-of-living challenges and shifting consumer behaviour. Data from Marketbuzzz shows over 42% of Thais are concerned about rising living costs, driving a trend towards more deliberate spending and a search for dependable value on every shopping activity (Smart Shopper). This aligns with Kasikorn Research Center (2025) findings indicating consumers are increasingly smart spenders — planning carefully and prioritising only what is necessary and truly worth the price (Smart Spending).”

“Additionally, data insights reveal that Smart Shoppers, or consumers who value mindful spending and select products that balance quality with fair pricing, are shaping a behavioural shift towards good-quality, great-value products. This group of customers relies more on information and real experience than price alone when deciding to buy. Consequently, TOPS has refined its strategy to meet modern consumers’ need for confidence and the best price on every shopping activity.”

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail said “To deliver on this strategy, TOPS has launched ‘TOPS KNOCK PRICE’ as a key strategy precisely addressing these behaviours and pain points with the idea ‘Truly Low — No Second Thought’, focusing on both Trusted Price and Trusted Quality. The campaign reduces cost-of-living pressures and gives customers confidence to choose across all categories without having to compare prices — especially with TOPS’ Own Brand range, which has been continuously developed and elevated in quality and standards for over 23 years to provide everyday, accessible value. The extensive assortment spans daily life — food, household products, and FMCG — with quality on a par with leading national brands and wallet-friendly prices, all under core brands such as My Choice (e.g. My Choice Organic Hom Mali Rice; My Choice Low-Sugar Strawberry & Blueberry Jams; My Choice Longan Blossom Honey), TOPS (e.g. TOPS Fresh Antibiotic-Free Eggs; TOPS Canned Tuna; TOPS Drinking Water), and SmarteR (e.g. SmarteR Biodegradable Trash Bags; SmarteR Paper Towels (sheet); SmarteR Dishwashing Liquid; SmarteR Concentrated Laundry Detergent; SmarteR Glass Cleaner), among others.” 

The ‘TOPS KNOCK PRICE’ campaign not only reaffirms TOPS’ leadership in Thai food retail but also demonstrates the brand’s commitment to standing by consumers in all conditions and economic cycles. The campaign’s three ‘Knock’ highlights are:

• Round One: Knock! — Value that understands you, because we understand your insights. TOPS continuously researches consumer behaviour and has identified the categories shopped most frequently as beverages, snacks, fresh fruits and vegetables, chilled packaged food, and packaged food, respectively. We also find that modern customers prioritise products that meet everyday needs. TOPS has leveraged these deep insights to develop and refine our pricing and product strategies in line with consumer demand, featuring products from these highly sought-after categories to ensure the campaign genuinely helps reduce the cost of living.
• Round Two: Knock! — Only truly useful essentials, great every day. TOPS scrutinises every detail of product selection, curating only quality items from around the world and Own Brand products that meet international standards. Over 300 everyday essentials rotate on promotion to deliver joyful value — from fresh food and household items to must-have FMCG products, such as SmarteR Biodegradable Rubbish Bags; SmarteR Paper Towels (sheet); SmarteR Dishwashing Liquid; SmarteR Concentrated Laundry Detergent; TOPS Fresh Antibiotic-Free Eggs and many more, so customers can be assured that every purchase brings genuine quality at great value, truly fitting daily life.
• Round Three: Knock! — Genuinely low, confident prices, no checking needed. Throughout the campaign, TOPS operates an active market price monitoring and comparison system to ensure TOPS KNOCK PRICE products are offered at the most compelling prices, reinforcing confidence and peace of mind that ‘the price you see is a price you can truly trust,’ no time-consuming price-checking required, and with assurance that the price shown is the best in the market at that moment.

“Additionally, to ensure TOPS KNOCK PRICE communicates with maximum clarity and reach, we have designed a distinctive brand communication strategy using a boxer as the presenter, symbolising the power to ‘knock prices below the market’ and genuinely help Thais reduce their cost of living, across both TOPS’ offline and online channels. We are confident TOPS KNOCK PRICE will elevate the value experience beyond expectations, reinforce TOPS as a brand for every generation and audience, and reaffirm our promise to stand with Thais in every economic situation. We aim to drive over 20% sales growth.” Mr. Chakkit added.

Shop at truly low prices, with no second thoughts, with the ‘TOPS KNOCK PRICE’ campaign. Discover the best prices with assured quality from today through 25 November 2025 at all participating branches of TOPS, TOPS FOOD HALL, TOPS DAILY, TOPS CARE, and PET ‘N ME nationwide, as well as TOPS ONLINE .

For further information, visit www.TOPS.co.th, Facebook ‘TOPSThailand’, or add LINE @TOPSThailand.

#TOPS #EveryDayDISCOVERY #TOPSKnockPrice

Bangkok, 6 November 2025 — TOPS CARE, operated by Central Food Retail under Central Retail, led by Ms. Jaruwan Saengjaem, Head of Retail Operation – Health of Central Food Retail under Central Retail welcomed Mr. Wittayakorn Maneenetr, Director General of Department of Internal Trade (DIT), and Mr. Lertchai Lertvut, Deputy Secretary-General of the Food and Drug Administration (FDA), on the occasion of their visit to a TOPS CARE store following the launch of the ‘Suk-Kai Sabai-Krapao’ (Healthy Body, Comfortable Wallet)’ initiative. The initiative allows patients receiving treatment at private hospitals to request a prescription from their physicians and purchase medicine from participating external pharmacies. This helps reduce medical expenses for the public. To support this government policy and reinforce Central Food Retail Group’s commitment as a Thai retail organization dedicated to promoting and enabling sustainable access to good health for Thai people, TOPS CARE and Matsukiyo, the group’s pharmacy chain, have joined the initiative. They operate under strict safety standards with close supervision by licensed pharmacists throughout the process. Members of the public can now purchase medicines under this initiative at 48 TOPS CARE branches and 2 Matsukiyo branches: CentralwOrld and Ratchadamri from today onwards.

Mr. Stephane Coum, Chief Executive Officer – Food Group, Central Retail, stated that “We are truly delighted that the government has launched this important initiative to make it easier for people to access high-quality, standard-approved medicines. As a retail organisation deeply connected to consumers and committed to promoting the health and quality of life of Thai people, Central Food Retail Group is ready to support the government’s ‘Suk-Kai Sabai-Krapao’ (Healthy Body, Comfortable Wallet)’ project. Our goal is to enhance equitable access to quality medicines and standard healthcare services for all Thais.

We are well-equipped with a nationwide network of more than 50 pharmacy branches and are connected to Central Group’s ecosystem, helping the public conveniently access healthcare services close to home while reducing congestion in hospitals. We also aim to further develop our pharmacies into community Health & Wellness Hubs, reaffirming our role as a Thai retail organisation committed to driving sustainable public health for the nation.”

Ms. Jaruwan Saengjaem, Head of Retail Operation – Health of Central Food Retail under Central Retail, added that “The ‘Suk-Kai Sabai-Krapao’ (Healthy Body, Comfortable Wallet)’ initiative marks another key milestone in advancing Thailand’s healthcare system. TOPS CARE is participating in all 48 branches nationwide (38 branches in Bangkok and metropolitan areas, and 10 branches in provincial cities). Each branch serves as a centre for over 3,500 premium health products from around the world, covering treatment, care, and wellness across all dimensions. This reinforces TOPS CARE’s readiness to provide professional service under the concept ‘Taking Care of You’, ensuring the public can access quality healthcare services at every step. All services are supervised by qualified pharmacists who specialise in prescription dispensing, basic health assessment, and follow-up consultations. TOPS CARE also offers TeleMed & TelePharm services, enabling customers to consult doctors and pharmacists via chat or video call, with home delivery for medications. Additionally, all TOPS CARE branches are participating in the quality pharmacy programme with the Pharmacy Council of Thailand, further strengthening public trust in our quality and safety standards.”

Beyond TOPS CARE, Matsukiyo, Japan’s leading retailer for health and beauty products under Central Food Retail Group, is also participating in the initiative, with two branches — at CentralwOrld and Ratchadamri. The brand’s goal is to elevate the healthcare experience for Thais through its renowned Japanese service philosophy “Japanese Quality with Heart”, offering premium-quality Japanese products at accessible prices. Matsukiyo blends innovation with meticulous care in every detail, enabling consumers to enjoy comprehensive wellness and beauty solutions.

Mr. Koichi Hirose, CEO – Central & Matsumoto Kiyoshi of Central Food Retail under Central, said: “Matsukiyo is fully prepared to participate in this initiative, with a complete range of pharmaceutical and healthcare products, supported by professionally trained pharmacists who offer expert advice. This ensures that every customer can trust in the accuracy, safety, and meticulous care we deliver. We also plan to expand the number of participating branches across Bangkok and major provinces, so that consumers can access high-quality health and beauty products more conveniently. This initiative strengthens Matsukiyo’s role as a ‘Health & Beauty Destination’, empowering Thais to take care of both body and mind, enhancing quality of life sustainably. It also reinforces our image as a trusted government partner in healthcare, contributing to Thailand’s long-term goal of becoming a healthy society.”

The ‘Suk-Kai Sabai-Krapao’ (Healthy Body, Comfortable Wallet)’ project represents a significant public-private sector collaboration under the Quick Big Win policy of the Ministry of Commerce, led by the Department of Internal Trade (DIT) in cooperation with the Food and Drug Administration (FDA), the Department of Health Service Support, and the Private Hospital Association. The initiative aims to reduce the financial burden on citizens by allowing patients from over 300 private hospitals nationwide to purchase prescribed medicines outside hospital premises conveniently and transparently. Citizens can easily locate participating pharmacies in the ‘Suk-Kai Sabai-Krapao’ (Healthy Body, Comfortable Wallet)’ project through the FDA ON: Pharmacy Map, accessible anytime and anywhere. Simply scan the QR code or search via LINE Official Account @FDATHAI, then enter TOPS CARE or Matsukiyo to find participating branches near you.

For more information about TOPS CARE, please visit Facebook: topscarethailand, IG: tops_care, or LINE: @tops-care, and Matsukiyo through www.matsumotokiyoshi.co.th, Facebook: matsukiyo thailand, IG: matsukiyo.th, Tiktok: matsukiyo.th, or LINE: @matsukiyo.th

#CENTRALFOODRETAILGROUP #TOPSCARE #MATSUKIYO #SOOKKAISABAIKRAPAO

• Experience the legendary Spanish brand exclusively at TOPS FOOD HALL, Central Chidlom.

Bangkok, 16 October 2025 – TOPS, the food business under Central Retail, has officially launched “Blázquez Shop”, the first and only dedicated Iberico ham shop from Spain in Thailand, located at TOPS FOOD HALL, Central Chidlom. The shop invites consumers to experience the legendary taste of premium ham from Jamones Blázquez, a renowned Spanish brand with over 90 years of expertise in crafting authentic Iberico Ham. It is designed as an exclusive shop-in-shop within the Cheese and Jamon Iberico Room, offering the customers to experience a unique gastronomic journey that captures the charm of traditional Spanish cuisine, reinforcing TOPS’ position as a world-class food destination.

Mr. Stephane Coum, Chief Executive Officer – Food Group, Central Retail, said, “Thailand’s market for cold cuts and premium processed products continues to grow, in line with the expanding base of consumers—particularly urban foodies who embrace a modern lifestyle, favor European-style cuisine, and value both the quality of ingredients and a distinctive taste experience. TOPS is therefore committed to differentiating itself in the food retail market through its ‘Truly World Class’ strategy, leveraging its expertise in sourcing specialty products directly from world-class origins. With the strategy, TOPS proudly presents the launch of the ‘Blázquez Shop’—Thailand’s first and only Iberian ham shop from Spain, located as a shop-in-shop inside TOPS FOOD HALL, Central Chidlom. This marks a milestone in delivering world-class experiences and legendary flavors to Thai consumers—without the need to fly all the way to Spain. This initiative not only caters to consumers seeking products and ingredients that reflect their identity and quality of life, but also demonstrates TOPS’ strong capabilities as a leader in food retail, through close collaboration with Jamones Blázquez, a legendary Spanish brand renowned for its Iberico ham expertise. It further reinforces TOPS’ positioning as a true Food & Lifestyle Destination.”

The Blázquez Shop is a true destination for gourmet lovers who appreciate the taste of world-class premium ham. The shop is rooted in the legacy of Jamones Blázquez, a legendary Spanish brand celebrated for its authentic cultural heritage and renowned expertise in Iberico ham craftsmanship. Every step of the production process reflects a deep dedication to excellence — from the careful selection of 100% purebred Iberian pigs, raised freely across more than 30,000 hectares of oak pastures in Salamanca, Extremadura, and Andalucía, to the meticulous curing process guided by traditional know-how. The shop offers a comprehensive selection of premium, handpicked products, including the signature Iberico Bellota Ham “Admiración” (acorn-fed), famous for its rich, nutty aroma and perfectly balanced flavor; Iberico Cebo de Campo and Cebo Ham/Shoulder, nurtured and aged with utmost care; as well as a wide range of authentic cold cuts such as Loin, Chorizo, Salchichón, Fuet and Morcón — each capturing the true, time-honored taste of Spain.

To celebrate the new launch, TOPS was honored by H.E. Mr. Felipe de la Morena Casado, Ambassador of the Kingdom of Spain to the Kingdom of Thailand, who presided over the opening. He was joined by esteemed guests including Mr. Vicente Cacho López de la Calzada, Deputy Head of Mission; Mr. Alvaro Gil-Navarro Moreno, Spanish Economic and Commercial Counsellor and Mr. Jose Luis Duran Sanles, President of the Spanish-Thai Chamber of Commerce. Executives from the Central Group also attended the event, including Mr. Sudhitham Chirathivat, Chairman of the Advisory Board, and Mrs. Supatra Chirathivat, Advisor – Corporate Relations and Social Affairs. Welcoming the distinguished guests were executives from Central Food Retail: Mr. Stephane Coum, Chief Executive Officer – Food Group; Mrs. Sujita Phengoun, Chief Operating Officer; Mr. Thanawat Jirajariyavej, Chief Merchandising Officer; and Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV.

Indulge in the exquisite taste of premium ham, carefully selected from Blázquez Shop, now available at TOPS FOOD HALL, Central Chidlom. For more information, please visit www.TOPS.co.th, Facebook: TOPSThailand, or LINE: @TOPSThailand

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