After a long, nail-biting wait, the broadcasting rights in Thailand for the 2026 FIFA World Cup have been secured. Power Mall, a Thai electrical appliance retailer under The Mall Group Co Ltd, expects the tournament to boost overall appliance sales during the competition period.
Ratchata Suttapattanon, chief business officer for speciality business at The Mall Group, said the company anticipates sales of TV and audio equipment will increase by 10-15%, while other large appliances are forecast to see a 5-10% rise in sales during the tournament compared with a typical period.
In Thailand, matches will be broadcast from late at night until late morning. He believes this schedule may slightly affect sales but emphasised that having the matches broadcast is preferable to having no coverage at all.
The country's high household debt is unlikely to affect the company's sales because it targets premium customers, said Mr Ratchata.
Thailand's economy remains sluggish amid high household debt. The household debt-to-GDP ratio tallied 86.7% in the fourth quarter of last year, according to the latest report from the National Economic and Social Development Council.
Apart from the World Cup, Mr Ratchata said higher temperatures compared with last year had helped boost air-conditioner sales. The company expects air-conditioner sales to grow by 50% year-on-year in 2026.
Another trend is the growing presence of electrical appliances equipped with artificial intelligence (AI). This segment accounted for 40% of Power Mall's total sales in 2025, with the company aiming for AI-equipped appliances to contribute 50% this year.
Power Mall organised the "Electronica Showcase 2026" from May 21 to Aug 2 at all branches nationwide, offering promotions on consumer electronics, mobile devices and other IT products.
GOVERNMENT SUPPORT
Mr Ratchata said he observed growing interest from Chinese manufacturers seeking to invest in Thailand.
He urged the government to expedite support for such investments by offering incentives through the Board of Investment, while also recommending increased promotion of the tourism sector.
The government should reintroduce the "Easy E-Receipt" campaign, as the previous iteration lifted company sales by 20-30%, said Mr Ratchata. This programme allows participants to purchase eligible items from tax-registered stores and claim tax deductions on their personal income.
