“BEM Happy Journey 2025: Yao Yang Yiam” Project
BEM in collaboration with the Mass Rapid Transit Authority of Thailand (MRTA), organized the “BEM Happy Journey 2025: Yao Yang Yiam – Timeless, Lively, and Extraordinary” Project from 28–30 November 2025 to promote access to historical and cultural learning destinations in urban areas through public transport, using MRT Wat Mangkon Station as a connecting point to the Yaowarat district. Activities comprised:
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Yaowarat Exhibition: An Exhibition in Honor of Her Majesty Queen Sirikit The Queen Mother highlighting Her Majesty’s role in strengthening Thai-Chinese relations, together with the “Yao Yang Yiam” exhibition featuring Dragon Road Never Sleeps, the former world center of Teochew Chinese opera, and the voices of Yaowarat people through different eras.
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Exclusive Trips: Three themed tour routes with guest speakers, including the Spiritual Blessing Route, the Famous and Hidden Restaurant Route, and the Art and Culture Route.
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Chinese Opera: Performances by the “Sai Yong Hong” troupe featuring three classical stories, namely The Yang Family Generals, Judge Bao, and Romance of the Three Kingdoms.
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Pop Up Workshops: Traditional Chinese craft activities, including auspicious spring couplet writing (Chunlian/Duilian), Chinese knot tying (Zhongguo Jie), and Chinese fan painting.
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Yaowarat Street Food: Renowned eateries from the Yaowarat district, including Jok One Table, Singapore Pochana, Golden Crab Rolls Yaowarat, Kankee Namtaothong, and a traditional sugar figurine shop.
The project aimed to promote the use of public transport to access cultural areas, foster local community participation, and create urban learning experiences. Total attendance reached 3,100 people.
| Business Benefit Indicators | |
|---|---|
| Partners/ Other Agencies/Guest Speakers (agencies) | 13 |
| Participating BEM Employees (persons) | 40 |
| Total Engagement (million times) | 1.4 |
| Social and Environmental Benefit Indicators | |
| Participants (persons) | 3,100 |
| Participating Shops (shops) 1/ | 32 |
| Results | |
| Participant Satisfaction (%) | 92.52 |
| Revenue Generated for Participating Shops (THB) 2/ | 58,000 |
| Public Relations Value (million THB) | 239.10 |
| Social Return on Investment (SROI) | 36.81 |
Notes:
1/ Participating shops comprised 4 shops within the event area and 28 shops located on Plaeng Nam Road and in I'm Chinatown shopping mall
2/ Revenue covers only the 4 shops within the event area.
