The Reasons Why Thailand’s Campaign Aims For 8 Million Chinese Visitors

Wednesday, July 3, 2024

Thailand has launched an innovative tourism campaign featuring the popular art toy mascot Labubu to draw eight million Chinese visitors and attract art toy enthusiasts globally. The initiative, spearheaded by the Tourism Authority of Thailand (TAT), aims to enhance Thailand’s recognition among international tourists.

Labubu: The New Face of Thai Tourism

The TAT Governor, Thapanee Kiatphaibool, highlighted Labubu’s selection as a promoter for Thai tourism, emphasizing its potential to boost Thailand’s appeal. “The art toy market has seen significant global growth, and Labubu’s popularity will support our efforts to attract more international tourists,” said Thapanee.

On July 1, TAT hosted a welcome ceremony for Labubu, marking the mascot’s visit to Thailand from July 1 to July 4. During this period, Labubu will film a travel promotional video at prominent Bangkok landmarks, including Siam Square, the Temple of the Emerald Buddha, and Lumpini Muay Thai Stadium.

Collaborative Campaigns and Tour Packages

In conjunction with the campaign, Chinese online travel agents will offer special tour packages to Chinese tourists. These packages aim to sell at least 20,000 tours to popular destinations such as Bangkok, Pattaya, and Chon Buri. The collaboration underscores Thailand’s proactive approach to reviving its tourism sector.

Pop Mart’s Expansion in Thailand

Karen Chen, Vice-President of Pop Mart International Group, noted Labubu’s popularity in Thailand, highlighting its status as one of the company’s top-selling mascots. “A new Pop Mart featuring a Labubu theme will be launched at Mega Bangna mall on July 5,” Chen announced.

By the end of the year, Pop Mart plans to operate six stores and 20 vending machines in Thailand, potentially including one at Suvarnabhumi International Airport. These expansions are expected to enhance the visibility and reach of the Labubu campaign.

Addressing Travel Sentiment and Future Campaigns

To counter the sluggish outbound travel sentiment in China, the TAT intends to launch additional campaigns, including “Nihao Months” from September to October. This initiative comes as the first half of the year saw only 3.5 million Chinese arrivals, less than 50% of the government’s target of eight million.

Thapanee mentioned that the prototype for Thailand’s special edition of Labubu will be ready by October, with sales starting shortly thereafter. The TAT has also reached out to the rights holder of Butter Bear, another popular mascot, to enhance the appeal of its campaigns further.

Enhancing Thailand’s Tourist Appeal

The collaboration between the TAT and Labubu marks the mascot’s first international tour outside China. The campaign aims to enhance Thailand’s appeal as a tourist destination and is expected to create memorable experiences for visitors. The Butter Bear mascot, beloved by tourists, continues to gain social media traction, further boosting Thailand’s tourism efforts.

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