In a strategic move to bolster cultural connections and entice Chinese travelers, the Tourism Authority of Thailand (TAT) has launched an innovative campaign featuring Pop Mart’s beloved Labubu toy. Unveiled at the Thailand Travel Mart Plus 2024, this collaborative branding initiative represents a significant investment of US$27,242, aligning with the celebration of the 50th anniversary of the Thailand-China Relations Project in 2025. Blending cultural richness with modern appeal, the campaign promises to enhance travel and tourism between the two nations.
Labubu, a furry and adorable designer toy from China’s renowned art toy company Pop Mart, has been chosen as the centerpiece of TAT’s latest promotional strategy. The campaign, scheduled to be filmed from July 1 to 4, 2024, will showcase Labubu exploring Thailand’s vibrant culture 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,” said Chuwit Sirivajjakul, TAT executive director for the East Asia region, during the press briefing. The initiative is not solely focused on tourism; it aims to cultivate a deeper cultural connection and celebrate the enduring relationship between Thailand and China.
Labubu’s journey will be documented in a series of promotional videos, depicting the toy engaging in a variety of culturally rich activities. From its grand arrival at Suvarnabhumi Airport as a “special guest for Amazing Thailand” to participating in traditional Thai cooking classes and donning Thai attire at the iconic Wat Arun, Labubu’s adventures aim to highlight the diverse and unique experiences Thailand offers to tourists. Additionally, Labubu will be seen savoring street food on Banthat Thong Road, one of Bangkok’s bustling culinary hotspots. These scenes are designed to resonate with Labubu’s massive fanbase in China, enticing them to follow in the toy’s footsteps and embark on their own trips to Thailand.
With a fanbase exceeding 100 million in China, Pop Mart’s Labubu toy presents a powerful tool for TAT’s promotional efforts. By partnering with Chinese travel platforms like Trip.com and Tongcheng, TAT plans to develop travel packages inspired by Labubu’s adventures. These packages are crafted to attract Chinese tourists by offering a tangible and exciting way to experience Thailand’s cultural and tourist landmarks.
The Pop Mart LABUBU x Amazing Thailand Special Edition collectible will be initially available at Mega Bangna in Bangkok, with plans to expand to other locations. This special edition collectible serves not only as a souvenir but also as a promotional tool to keep the campaign’s momentum alive post-launch. To further amplify the campaign’s impact, TAT Beijing Office will collaborate with online travel agencies like Qunar to organize promotional activities. These efforts will target key market segments, particularly family and luxury travelers, who are seen as having high potential for tourism revenue.
Chuwit Sirivajjakul emphasized the ambitious goals set for the Labubu campaign. With projections to reach over 500 million impressions and sell at least 20,000 travel packages to Thailand, the initiative is poised to be a significant contributor to TAT’s tourism revenue target of 3.5 trillion baht for 2024. The campaign’s success will be measured not only in terms of immediate tourism influx but also in fostering long-term cultural and economic ties between Thailand and China.
By aligning with Pop Mart’s popular Labubu toy, TAT is tapping into a powerful cultural phenomenon. This strategy enhances Thailand’s appeal to Chinese tourists, making it a top destination choice amidst a competitive tourism market. The focus on culturally rich experiences also ensures that tourists leave with a deepened understanding and appreciation of Thai culture, potentially encouraging repeat visits.
The Labubu campaign is more than a tourism promotion; it’s a celebration of the cultural bond between Thailand and China. By integrating elements of Thai culture into Labubu’s adventures, TAT is fostering a sense of connection and shared heritage, reinforcing the historical and modern ties between the two countries.
The Labubu campaign marks a significant step in TAT’s ongoing efforts to innovate and adapt in the dynamic field of travel and tourism. As Thailand prepares to welcome more Chinese tourists, initiatives like this one will be crucial in maintaining and growing its status as a premier tourist destination.
TAT’s approach of leveraging popular culture to promote tourism demonstrates a forward-thinking strategy. By aligning with trends and interests that resonate with potential tourists, Thailand is positioning itself at the forefront of innovative tourism marketing.
The use of cultural ambassadors like Labubu highlights a growing trend in tourism promotion. By associating with beloved characters or symbols, destinations can create more engaging and memorable experiences for tourists. This strategy not only boosts tourism but also promotes cultural exchange and understanding.
The Tourism Authority of Thailand’s investment in the Labubu campaign with Pop Mart is a testament to its commitment to fostering cultural ties and enhancing tourism. As Labubu embarks on its Thai adventure, the campaign promises to captivate millions of Chinese fans and encourage them to explore the rich cultural tapestry of Thailand. With projections of significant tourism revenue and a deeper cultural connection, the Labubu campaign is set to be a pivotal component of Thailand’s tourism strategy for 2024 and beyond. For more updates on this campaign and travel news, stay connected with Travel and Tour World.
