On August 31, 2025, Thailand’s retail and digital commerce landscape witnessed a significant shake-up, as major players launched bold new platforms designed to capture the hearts—and wallets—of the next generation of consumers. In a bid to transform the way people shop, eat, and interact with brands, two initiatives have taken center stage: the unveiling of M Group’s ‘NexT1DE’ food and lifestyle platform and the debut of the Amaze Super App, both targeting Thailand’s digitally savvy Gen Z and international tourists alike.
According to a report by Bangkok Broadcasting & Television Company Limited, the Amaze Super App burst onto the scene with a promise that’s hard to ignore: “one app to rule them all” when it comes to shopping for everyday essentials and brand-name products. The app, featured in a special broadcast on the 7HD channel, is designed to streamline the consumer experience, offering everything from groceries at 7-Eleven and Lotus’s to a dizzying array of over 100,000 branded items. What’s more, the Amaze Super App boasts free delivery on every order, with no minimum spend required—a tantalizing offer for budget-conscious shoppers.
But the Amaze Super App isn’t just about convenience; it’s about rewarding loyalty in a way that feels almost too good to be true. Shoppers who purchase 400 baht worth of goods from 7-Eleven, for example, receive 40,000 points the next day—points that are worth the same as the cash they just spent. As the television segment put it, “it’s like getting your entire basket for free!” There’s no need for coupons or complicated redemptions; simply order, pay, and watch the points roll in. And with a delivery window of just one to three hours, instant gratification is the name of the game.
The promotion, however, is time-limited—shoppers have until September 30 to take advantage of the generous point-back offer. As the 7HD report urged, “scan the QR code now before the promotion ends.” This sense of urgency, combined with the app’s seamless integration of major retailers under one digital roof, is clearly designed to drive rapid adoption among Thailand’s tech-forward consumers.
Meanwhile, another major player in the retail space is betting big on the power of lifestyle branding and digital engagement. On the very same day, M Group launched its ‘NexT1DE’ food and lifestyle platform, with a clear focus on Gen Z consumers and international tourists. The move, reported by local business news outlets, marks a significant step in M Group’s broader digital transformation strategy, which aims to blend online engagement with real-world experiences.
At the heart of the NexT1DE launch was a high-profile fan meeting event featuring the Thai-Chinese boy group NexT1DE—an act that has rapidly gained popularity across Asia following their breakout on the reality show CHUANG Asia Season 2. The group’s diverse membership, spanning both Thai and Chinese backgrounds, has made them a hit with international fans. According to Ms. Worawan Pienlikitwong, Chief Transformation Officer at M Group, “the group of tourists and foreigners, especially artist fan clubs, have a significant influence on digital engagement. We believe that building bonds with this group will make the Lotus’s brand talked about more on social platforms, creating an accessible and friendly brand image in customers’ daily lives.”
This strategy, dubbed ‘Friends of Lotus’s,’ is more than just a marketing slogan. M Group has been actively collaborating with artists and communities to expand its customer base and foster deeper relationships with shoppers. The NexT1DE fan event was designed not only to attract tourists to Thailand but also to introduce them to exclusive products available only at Lotus’s stores. Attendees were treated to a curated selection of popular snacks, souvenirs, Thai herbal products, clothing, and keepsakes—many of which are unique to Lotus’s locations.
To further enhance the tourist experience, Lotus’s has rolled out special zones in 19 key branches across the country, including hotspots like Bangkok, Chiang Mai, Pattaya, Hat Yai, Phuket, Samui, Hua Hin, Krabi, and Ayutthaya. These zones are tailored to international visitors, offering must-have items and local specialties. In addition, the Lotus’s Tourist Card provides shoppers with exclusive privileges and promotions in partnership with restaurants, entertainment venues, tour operators, and health services. Tourists can easily sign up for the card at any of the 19 participating branches.
Digital innovation is also front and center in Lotus’s strategy. The MyLotus’s app now features enhanced capabilities to cater to the needs of modern travelers, such as point accumulation systems and special coupons designed specifically for tourists. As Ms. Worawan explained, “features are easy to use, convenient, and create a more impressive experience.” The goal is clear: to make every visit to Lotus’s feel special, whether it’s a routine shopping trip or a once-in-a-lifetime vacation.
Both the Amaze Super App and the NexT1DE platform signal a new era in Thailand’s retail sector, one where digital engagement, personalized rewards, and lifestyle experiences converge. For M Group, the ambition is to transform Lotus’s from a traditional shopping center into what Ms. Worawan calls “the ultimate food and lifestyle destination for all generations.” She summed up the brand’s vision succinctly: “We are confident that the strategy of building engagement with new target customers, through marketing campaigns that reach young people and tourists, will elevate the image of Lotus’s from a shopping center to a ‘food and lifestyle destination for all generations’ where everyone can ‘feel good every day at Lotus’s,’ whether it’s a special day or an ordinary one.”
This dual-pronged approach—leveraging both digital platforms and in-person experiences—reflects a broader trend in the retail industry, where brands are increasingly seeking to meet consumers wherever they are: online, offline, and everywhere in between. By partnering with popular artists, offering exclusive products, and rolling out app-based rewards that put cash back in shoppers’ pockets, both Amaze and Lotus’s are vying for the loyalty of Thailand’s next generation of consumers.
As these initiatives continue to unfold, the message to shoppers is clear: whether you’re a devoted fan, a curious tourist, or just looking for a great deal, there’s never been a better time to explore what Thailand’s retail innovators have to offer. With digital transformation at the forefront, the country’s shopping experience is evolving rapidly—one click, one concert, and one special offer at a time.
