BANGKOK — The Ministry of Commerce is mobilizing Thailand’s rapidly growing influencer industry—now exceeding 3 million creators nationwide—to help boost Thai local brands in global markets through a strategic partnership with the Thai Influencer Association.
Poonpong Naiyanapakorn, Director-General of the Department of Business Development (DBD), announced on October 7 that the Department held a meeting with the Thai Influencer Association to discuss promoting sustainable and standardized growth in Thailand’s influencer industry while leveraging it to support Thai entrepreneurs in expanding internationally.
Building Professional Standards
The Thai Influencer Association has focused on raising professional and ethical standards by developing a code of conduct in collaboration with the Consumer Protection Board. It has also worked to connect influencers with entrepreneurs by organizing training programs on product publicity, content creation, and influencer marketing, while supporting opportunities for Thai influencers to expand into international markets.
The association has been building networks and collecting data to strengthen the industry. It provides guidance for businesses on selecting influencers whose content aligns with their products and encourages the use of micro-influencers, who are cost-effective and able to reach niche target audiences effectively.
Influencers are also advised to adapt to platform algorithms by using the “three contents, one live” strategy to increase visibility and expand their online reach.
Driving Economic Growth Through Digital Marketing
The DBD and the Thai Influencer Association discussed promoting entrepreneurs at all levels, including community-based businesses, by integrating storytelling and influencer marketing to drive national economic growth and export expansion.
“Business models have changed significantly, and one key factor influencing consumer purchasing decisions today is the role of influencers, who have become crucial players in the online and e-commerce markets,” Poonpong said.
Tapping Into the Global Creator Economy
The initiative comes as the global creator economy expands rapidly, with over 60 million content creators worldwide generating more than $20 billion in annual economic value. This demonstrates the power of content in motivating consumers and effectively connecting them with products.
The partnership aligns with the Department of Business Development’s mission to support Thai entrepreneurs in building brands, expanding marketing channels, and enhancing competitiveness, particularly by encouraging the use of digital technologies and online media to drive sustainable sales and business growth.
The collaboration demonstrates the Department’s commitment to strengthening Thai entrepreneurs through cross-sector partnerships, with the goal of creating a robust business ecosystem and driving the growth of Thailand’s digital economy and export sector.
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