Lanna Songkran "Immerse Yourself in Coolness and Peace of Mind During the New Year Celebration": Expanding Tradition and Leveraging Soft Power on the International Stage.

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The Mall Group organized the "Cooling the Heart During the Songkran Festival" in Saraphi, featuring a laab-som tum (spicy minced meat salad) and som tum (papaya salad) cooking competition, and the traditional water-pouring ceremony to honor the elderly. This event aimed to preserve and further develop Lanna Songkran traditions while promoting Thai soft power on the international stage.