Thai celebrities are gaining significant traction as brand ambassadors and fashion muses, with luxury brands recognizing their value in the global market. Christian Dior, for example, named Thai actors Nattawin Wattanagitiphat and Phakphum Romsaithong as men’s ambassadors after they gained a large following for their roles in a popular BL television series. These actors have become valuable marketing vehicles for Dior, appearing at events across Asia and gracing the covers of prestigious magazines. Despite having fewer Instagram followers than international stars like Kylie Jenner and Zendaya, the Thai actors generate high engagement on social media, similar to South Korean stars.
The rise of Thai celebrities as ambassadors is linked to Thailand’s emergence as a key luxury market and its status as a cultural and economic hub in Southeast Asia and the wider Asia-Pacific region. Bangkok is frequently ranked as the most visited city in the world, and the Thai luxury market is leading growth in Southeast Asia. This has attracted the attention of luxury brands, who see Thai celebrities as an effective way to reach consumers in this emerging market.
Thai celebrities from various fields, including music, acting, and modeling, have gained international recognition. Lalisa Manobal from the K-pop group Blackpink, also known as Lisa, has become a global ambassador for Celine and Bulgari with 99 million Instagram followers. Bambam, a former member of the K-pop group GOT7, has appeared in YSL Beauty ads and attended Pharrell Williams’ Louis Vuitton show. Actors like Davika Hoorne and Urassaya Sperbund have also become global ambassadors for Gucci and Louis Vuitton, respectively.
In particular, actors involved in gay romance plotlines have generated significant buzz. Bright and Metawin, stars of the show “2gether: The Series,” have secured partnerships with Calvin Klein and Prada, showcasing the growing acceptance and recognition of diverse storylines in Thai entertainment.
The increasing demand for Thai celebrities as brand ambassadors has led to the establishment of agencies that represent these stars overseas. Nichapat Suphap, a former editor of Vogue Thailand, launched Venture Management to manage Thai talent and negotiate deals with luxury brands. This shift reflects a change in the industry’s perception of Thai celebrities, who were previously overlooked in favor of Western celebrities.
Thai celebrities also have a unique appeal due to their relatability and approachability. Unlike K-pop stars, Thai talent is not subjected to the same level of strict management and training. Agencies take a more relaxed approach, allowing the actors to be themselves and interact with fans. Additionally, Thai celebrities have the advantage of resonating with Chinese audiences, as Thailand has a significant Chinese population.
However, language barriers remain a challenge for Thai celebrities looking to expand their global reach. While many Thai celebrities can understand and converse in English, giving interviews and expressing in-depth knowledge can be difficult. Despite this obstacle, Thai celebrities continue to gain recognition and influence in the fashion industry, establishing themselves as valuable assets for luxury brands.
Original Story at www.cnn.com – 2023-11-21 21:12:00