A campaign with China’s renowned art toy company, Pop Mart, is the latest initiative by the Tourism Authority of Thailand (TAT) to work its way into the hearts of Chinese travellers. The project, which comes with an investment of 1 million baht (US$27,242), will leverage the popularity of the furry Labubu designer toy to enhance cultural ties and attract Chinese tourists to Thailand.
This co-branding initiative, unveiled at the Thailand Travel Mart Plus 2024 by Chuwit Sirivajjakul, TAT’s executive director for the East Asia region, coincides with the 50th anniversary of the Thailand-China Relations Project in 2025.
Tourism Authority of Thailand will work with Pop Mart’s Labubu on tourism content aimed at Chinese travellers
With filming scheduled for July 1 to 4, 2024, the campaign will feature Labubu in a series of promotional videos showcasing Thailand’s cultural and tourist attractions.
“We are excited to bring Labubu to Thailand as a cultural ambassador, offering a unique and engaging way to promote our country to Chinese tourists,” Chuwit stated at the press briefing.
As part of the campaign, Labubu will be filmed arriving at Suvarnabhumi Airport as a “special guest for Amazing Thailand” and participate in culturally rich activities. The doll will be further depicted engaging in various activities across Bangkok, such as Thai cooking classes, wearing traditional Thai clothing at Wat Arun, and exploring street food on Banthat Thong Road.
“This initiative is not just about tourism; it’s about creating a deeper cultural connection and celebrating our shared history with China,” emphasised Chuwit.
To enhance the campaign’s reach, TAT has partnered with Chinese travel platforms Trip.com and Tongcheng to develop travel packages following in the footsteps of Labubu’s adventures in Thailand. This strategy aims to tap into Labubu’s fanbase of over 100 million in China, encouraging them to visit Thailand.
The Pop Mart LABUBU x Amazing Thailand Special Edition collectible, managed by Pop Mart, will initially be available for sale at Mega Bangna in Bangkok before expanding to other locations.
The TAT plans to continue its marketing efforts post-launch by working with its Beijing Office and online travel agencies like Qunar to organise promotional activities targeting family and luxury travel segments, which the bureau considers key markets with high potential.
In terms of quantifiable returns, Chuwit said that the campaign, projected to reach an audience of over 500 million impressions and sell at least 20,000 travel packages to Thailand, is a pivotal component in achieving TAT’s tourism revenue target of 3.5 trillion baht for 2024.
A campaign with China’s renowned art toy company, Pop Mart, is the latest initiative by the Tourism Authority of Thailand (TAT) to work its way into the hearts of Chinese travellers. The project, which comes with an investment of 1 million baht (US$27,242), will leverage the popularity of the furry Labubu designer toy to enhance cultural ties and attract Chinese tourists to Thailand.
This co-branding initiative, unveiled at the Thailand Travel Mart Plus 2024 by Chuwit Sirivajjakul, TAT’s executive director for the East Asia region, coincides with the 50th anniversary of the Thailand-China Relations Project in 2025.
With filming scheduled for July 1 to 4, 2024, the campaign will feature Labubu in a series of promotional videos showcasing Thailand’s cultural and tourist attractions.
“We are excited to bring Labubu to Thailand as a cultural ambassador, offering a unique and engaging way to promote our country to Chinese tourists,” Chuwit stated at the press briefing.
As part of the campaign, Labubu will be filmed arriving at Suvarnabhumi Airport as a “special guest for Amazing Thailand” and participate in culturally rich activities. The doll will be further depicted engaging in various activities across Bangkok, such as Thai cooking classes, wearing traditional Thai clothing at Wat Arun, and exploring street food on Banthat Thong Road.
“This initiative is not just about tourism; it’s about creating a deeper cultural connection and celebrating our shared history with China,” emphasised Chuwit.
To enhance the campaign’s reach, TAT has partnered with Chinese travel platforms Trip.com and Tongcheng to develop travel packages following in the footsteps of Labubu’s adventures in Thailand. This strategy aims to tap into Labubu’s fanbase of over 100 million in China, encouraging them to visit Thailand.
The Pop Mart LABUBU x Amazing Thailand Special Edition collectible, managed by Pop Mart, will initially be available for sale at Mega Bangna in Bangkok before expanding to other locations.
The TAT plans to continue its marketing efforts post-launch by working with its Beijing Office and online travel agencies like Qunar to organise promotional activities targeting family and luxury travel segments, which the bureau considers key markets with high potential.
In terms of quantifiable returns, Chuwit said that the campaign, projected to reach an audience of over 500 million impressions and sell at least 20,000 travel packages to Thailand, is a pivotal component in achieving TAT’s tourism revenue target of 3.5 trillion baht for 2024.