Central Pattana won a 2026 ICSC Global MAXI Award in the Community category—the only Thai company to win in this round—for a nationwide campaign featuring 11 Local Pride Christmas Trees representing different provinces. The campaign drove 1.5 million additional mall visits, 200+ million impressions across omnichannel, and 1,250 billion baht in spending, while positioning 11 locations as cultural landmarks that blend local craftsmanship and tourism. The model demonstrates how leveraging local identity and wisdom through creative storytelling can generate measurable business results and economic impact for both the shopping center operator and host communities.