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Over the past year, soft power has proven incredibly effective in boosting tourism in Thailand. According to the Bangkok Post, Thailand has attracted a large number of international tourists thanks to its effective utilization of unique cultural and culinary elements. These tourists not only come to Thailand for relaxation but also to explore and experience the lives of the local people and learn about the country's unique culture and cuisine.
In 2024, Thailand's tourism industry witnessed a truly extraordinary phenomenon with the unexpected emergence of "stars": Butterbear (Nong Noey), Moo Deng the pygmy hippo, Ava the tiger, and Labubu. These adorable cartoon characters quickly captured the hearts of tourists, becoming new icons of Thai tourism. The harmonious combination of their cute appearance and the fascinating stories surrounding these characters created a powerful attraction, drawing tourists from all over the world to the land of temples.
Lisa created a "billion-dollar" sensation for Labubu.
Just one photo posted by Lisa Blackpink on Instagram caused the Labubu Macaron doll to become the center of attention online. The influence of the top K-pop idol led to the product selling out in a short time. Thousands of fans worldwide rushed to buy the toy, making Labubu Macaron one of the biggest sensations of the year.
Labubu are goblins living in the forests of Northern Europe, created by Pop Mart artist Kasing Lung in 2015. These "toy monsters" have nine teeth, pointed ears, and a mischievous, playful, yet cheerful and optimistic demeanor. Labubu, along with his goblin friends, form The Monsters and have garnered a large global following.
The highly sought-after art-themed toy, Labubu, is currently attracting attention from enthusiasts worldwide.
The main store has seen long lines of people and products selling out immediately during live broadcasts. A Labubu toy that originally cost 99 yuan ($13.60) in China is now selling for 2,590 Thai baht ($512) in Thailand. Many young people stayed up all night, camping out in line to buy Labubu.
Because Labubu is so popular, many Thai tourists in China buy the toy as souvenirs for friends back home. Xiao Tong, a Chinese woman working in Bangkok, told the Global Times that in a lucky draw organized by her company, the first prize was a smartphone and the third prize was a Labubu toy. Many of her colleagues were even more hopeful of winning the third prize than the first, she said.
LABUBU is one of the characters from Monster Kingdom, created by Hong Kong artist Kasing Lung and inspired by Norse fairy tales.
Moo Deng, an adorable two-month-old pygmy hippo, has become a shining star in the animal world and a major tourist attraction in Thailand. With his chubby appearance, big round eyes, and funny antics, Moo Deng has quickly captured the hearts of millions worldwide. Images of this tiny hippo are everywhere on social media, sparking curiosity and a desire to visit Thailand to see him in person.
Moo Deng's popularity stems from videos of the baby pygmy hippo posted on TikTok and Instagram by zoo staff. In these videos, viewers are amused by Moo Deng's almost constant "angry" expression. It seems that anything can upset this two-month-old pygmy hippo, such as watching his mother eat, being teased by staff, and especially bathing… And Moo Deng will react by biting, thankfully at only two months old, he hasn't grown any teeth yet.
"Rising stars" attract many tourists to visit Thailand.
Moo Deng's videos have garnered millions of views, attracting thousands of visitors to the zoo. Some visitors said they woke up at 5 a.m. and drove two hours from Bangkok to Chonburi just to see this rising "star."
The zoo director said that normally, during the rainy season like now, the zoo only receives about 800 visitors a day. But currently, on weekdays, the zoo welcomes 3,000 to 4,000 people; and on weekends, it's around 20,000. Most of them line up in front of Moo Deng's enclosure to see the baby hippo.
This humble character contributes to the country's tourism revenue.
The success of marketing campaigns featuring Labubu, Moo Deng, and many other mascots has demonstrated the importance of creativity and leveraging new trends in the tourism industry. Creating compelling images and stories around these mascots not only attracts tourists but also creates a unique identity for Thai tourism.
In the future, we can expect to see even more unique creations based on mascots, not only in Thailand but also in other countries around the world. This will contribute to enriching and diversifying the global tourism industry.
