Thailand’s tourism landscape could be set for a major new chapter, as Asset World Corporation, better known as AWC, explores an expanded collaboration with Universal Destinations & Experiences to bring two globally recognised entertainment concepts to Bangkok and Pattaya.

Announced in Bangkok on 8 July 2026, the preliminary agreement marks the first step towards developing two distinctive destination experiences: a Kung Fu Panda-themed attraction in Bangkok’s historic Yaowarat district and a DreamWorks-themed water park on Pattaya’s beachfront.

For Thailand, the potential is significant. These projects would not simply add more attractions to the country’s tourism offering. They would blend international storytelling, family entertainment, hospitality, retail, culture and lifestyle into two already iconic locations.

At the heart of the Bangkok concept is Woeng Nakornkasem Yaowaraj, AWC’s landmark mixed-use development in the capital’s historic Chinatown. The proposed World of Kung Fu Panda experience would be designed to sit within a wider development celebrating the theme “Legacy of the Past, Inspiration of Tomorrow.”

The idea is to connect one of the world’s most loved animated franchises with one of Thailand’s most culturally rich Chinese heritage districts. Yaowarat has long been known for its atmosphere, food, architecture, gold shops, temples and street life. By introducing a character-driven experience inspired by Kung Fu Panda, the development aims to create a fresh cultural-fusion destination that speaks to both families and international visitors.

The wider Woeng Nakornkasem Yaowaraj project is expected to include preserved heritage architecture, luxury retail, a spacious outdoor plaza and one of Bangkok’s largest underground retail destinations. Plans also include AWC’s first sustainable tourism tram model in Bangkok, designed to connect visitors to surrounding landmarks.

Hospitality will also play a major role. AWC is collaborating with IHG Hotels & Resorts to introduce InterContinental Bangkok Chinatown, with around 300 keys, and Kimpton Bangkok Chinatown Hotel, with more than 110 keys. Together, these elements would position the district as a new luxury lifestyle and cultural destination while keeping Yaowarat’s identity at the centre.

In Pattaya, the proposed collaboration moves from heritage streets to beachfront entertainment. AWC and Universal Destinations & Experiences are exploring what would become the first integrated indoor-outdoor themed water park featuring beloved DreamWorks properties at Aquatique Destination Pattaya.

Set on Pattaya’s vibrant beachfront, the concept is designed as a year-round family destination combining themed entertainment, leisure, hospitality, dining, retail and lifestyle experiences. For a city already undergoing a steady transformation from nightlife destination to broader family and lifestyle hub, the arrival of a DreamWorks-themed experience would be a powerful statement.

Aquatique Destination Pattaya is planned as a large-scale mixed-use beachfront development, with more than 110,000 square metres of retail, dining and leisure offerings. It will also include a major hospitality component, with internationally recognised hotel brands such as Ritz-Carlton, JW Marriott and Autograph Collection, totalling 1,441 keys.

The proposed Universal-themed water park would add a new entertainment anchor to the project, creating another reason for domestic and international visitors to stay longer, return more often and see Pattaya in a different light.

Mrs. Wallapa Traisorat, Chief Executive Officer and President of Asset World Corp Public Company Limited, said the collaboration reflects a shared vision of creating destinations that celebrate culture, strengthen family connections and deliver meaningful experiences for visitors.

She noted that the projects have the potential to support the long-term sustainability of Thailand’s tourism industry by broadening the country’s appeal, creating opportunities for local communities and preserving the character of each destination.

Mr. Gerald Raines, Senior Vice President, Global Location Based Entertainment at Universal Destinations & Experiences, said Universal sees strong potential in Thailand and is interested in exploring new ways to bring fan-favourite stories and characters to audiences around the world.

The announcement follows a wider trend in global tourism: travellers are increasingly looking for experiences that combine entertainment, lifestyle, culture and hospitality in one place. For families especially, destinations that offer recognisable characters, immersive attractions and convenient hotel, dining and retail options are becoming more attractive.

For Bangkok, the proposed Kung Fu Panda experience could bring a new layer of international family appeal to Chinatown while highlighting the district’s Chinese heritage. For Pattaya, a DreamWorks-themed water park could become a major new tourism driver and strengthen the city’s repositioning as a more complete beachfront destination.

While the projects remain at the preliminary agreement stage, the ambition is clear. AWC and Universal Destinations & Experiences are exploring how globally recognised stories can be brought into uniquely Thai settings, creating new destination experiences that are not just imported attractions, but part of a wider local story.

If realised, the developments would mark a major step forward for Thailand’s tourism and lifestyle sectors, combining world-class entertainment with two of the country’s most recognisable urban and coastal destinations.