Mr Suphachai, back row centre, poses during the launch of True Alpha Hub.

Telecom operators are stepping up efforts to capture future customers with the launch of hubs at Siam Square.

Suphachai Chearavanont, chairman of True Corporation, said the telecom business will continue to grow with the changing landscape – driven by cloud and artificial intelligence (AI).

Even with an ageing Thai demographic, the landscape of AI and cloud is expanding at an exponential rate, he said.

Thailand could position itself as a potential digital hub in the region, leveraging advanced infrastructure, skilled talent and attractive incentives to draw private investment, said Mr Suphachai.

"We must look beyond hosting data centres and aim for the entire value chain, including R&D and semiconductor development," he said.

Thailand must clearly define the type of hub it wants to become in order to attract global investment, said Mr Suphachai.

The country must also consider whether it can evolve into a financial hub capable of drawing sustained foreign capital.

"The government needs to move as fast as the private sector in its own digital transformation," he said during the Dec 24 launch of the True Alpha Hub building at Siam Square Soi 3.

Mr Suphachai said the hub will aggregate content and intellectual property, creating new revenue streams that flow back into telecom platforms.

TAPPING GEN ALPHA

According to True, the hub delivers immersive experiences to tap Gen Alpha.

"Gen Alpha is growing up naturally immersed in the digital world. They are ‘digital ninjas’, learning, communicating and expressing themselves through experiences rather than through traditional brand messaging," said Kittipong Veerataecha, True chief of brand and media.

Gen Alpha refers to those aged younger than 15. Their lives are shaped by platform-driven communities, he said.

To win Gen Alpha’s hearts, Mr Kittipong said brands must co-create, gamify and blend digital with physical worlds – delivering authenticity, emotion and community at every step.

When combined with Gen Z, both generations represent an addressable market of 15-20 million users.

The building has four storeys and features three elements, including "Creators Debut Hub", a launchpad that empowers young creators to express their identity through real-time content creation and live-streaming.

Another is "Mosaic of A-Listers", a meeting point for cultural icons and next-generation trend leaders.

The third element is "Broadcast Your Passion", a platform that amplifies self-expression by transforming every passion into creative energy that captures the world’s spotlight.

"For True, engaging early means building relationships at the source – as experience is not just part of the brand, but it is the brand itself," Mr Kittipong said.

Sujitra Amitrapai, head of shop management at True, said the hub sets a new benchmark for retail spaces, extending beyond sales and service to support everyday living, content creation and youth engagement.

The vision for the hub was realised in collaboration with Such A Small World, which curates levels 2-4 as zones of creativity and self‑expression.

Paul Sirisant, founder of Such A Small World, said the company expects to break even within two years from this collaboration.

In July Advanced Info Service (AIS) launched AIS Siam in Siam Square Soi 7 under the "playhouse with purpose" concept.

The building was designed for the "creative generation", but is open to everyone.

The move is aimed at providing a hub of opportunity and creativity for visitors.

AIS and the Property Management Office of Chulalongkorn University also transformed Siam Square into a "dream street" gimmick for the holidays.

The event runs until Jan 4, 2026, hosting various activities by AIS partners, and aims to attract Gen Z during the festive season.

The main events include a Christmas & Countdown Walking Street, and a countdown celebration.

Pratthana Leelapanang, chief executive of AIS, said the company is fully prepared to deliver full-speed network support across the event area.