BANGKOK — A massive Thai flag has appeared on Times Square’s iconic digital billboard, part of a coordinated patriotic campaign by Plan B Media that simultaneously displays the national flag across more than 19,000 digital screens throughout Thailand twice daily.
The high-profile display comes as Thailand faces escalating territorial tensions with Cambodia, triggering a wave of nationalist sentiment among Thais. Thai flags have proliferated across shopping malls, roadside billboards, and social media platforms, often accompanied by messages supporting Thai soldiers stationed along the disputed border.
Corporate Patriotism
Plan B Media, one of Thailand’s largest advertising companies, initiated the campaign during an information war between Thailand and Cambodia. The company controls over 70% of Thailand’s out-of-home advertising market and operates the extensive network of digital screens showing the flag displays at 8:00 a.m. and 6:00 p.m. daily.
The Times Square placement—among the world’s most expensive advertising real estate—represents a significant investment in projecting Thai nationalism to an international audience.
Notably, the Thai flag displayed on the LED screen includes the text “#TruthFromThailand,” underscoring the campaign’s role in Thailand’s narrative battle.
Market Leader’s Background
Founded in 2005 by entrepreneur Prin Lojanagosin, nicknamed B, Plan B Media has grown from a startup focused on unconventional advertising placements to Thailand’s dominant out-of-home media company. The company’s breakthrough came through securing advertising rights on Bangkok’s public bus fleet, leading to expansion across mass transit systems, airports, and shopping centers.
Plan B went public and received a major boost in 2019 when VGI Public Company Limited, part of the BTS Group, invested 4.6 billion baht in the company. This partnership solidified Plan B’s market dominance and enabled regional expansion to Malaysia, Indonesia, and Laos.
The company reported strong 2024 results with revenue of 9.14 billion baht ($278 million) and profits of 1.05 billion baht ($32 million), supporting its current market capitalization of 24.16 billion baht ($375 million).
Corporate Nationalism Emerges
The patriotic campaign has drawn praise from the Royal Thai Army and nationalist groups, demonstrating how major corporations are aligning with public sentiment during the border dispute.
The campaign reflects broader trends of corporate nationalism in Southeast Asia, where businesses increasingly use patriotic messaging to build brand loyalty and political capital during times of national tension.
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