BANGKOK — Despite widespread criticism from Thai internet users that the new Apple ad portrays Thailand as backward and third-rate, with some even promising to stop buying Apple products, the government takes the opposite view.
It finds the advertisement humorous and sees it as beneficial to the country, as it promotes tourism and the culture of “working from anywhere”.
Government spokesman Chai Wacharong said on Wednesday that Prime Minister Srettha Thavisin welcomed Apple’s decision to film the commercial “The Underdogs: OOO (Out Of Office) | Apple at Work” in Thailand.
The spokesperson explained that the video embodies Thai soft power through the joy of traveling in Thailand and provides an opportunity to showcase Thailand’s tourist attractions, culture, and cuisine to the international market.
Each scene in the video subtly showcases elements of Thai soft power, such as Thai cuisine, traditional elephant patterned clothing, Thai massages, transportation such as tuk-tuks, boats, busses and trains, and various tourist spots such as Hua Lamphong Station, Yaowarat Road and Rayong Province.
The advertising reflects the diverse and enjoyable tourist experiences in Thailand and emphasizes the friendliness and helpfulness of the people. Above all, Thailand is promoted as an ideal environment in which to work from anywhere thanks to the stable and fast internet infrastructure.
Of particular note is the introduction of the new Destination Thailand Visa (DTV) for foreigners who wish to stay in Thailand to work (digital nomads) and travel (workcation), which allows them to stay for up to 180 days per visit with a visa validity of five years.
“This is in line with the visa measures and policies to promote tourism and boost the Thai economy that came into effect on July 15,” said the government spokesperson.
Chai added that the government supports foreign film productions in Thailand through the Thailand Film Incentive Measures, which offer a cash rebate of up to 20% of costs incurred in Thailand.
Recent data from the Thailand Film Office (TFO), Department of Tourism, Ministry of Tourism and Sports, shows that 259 foreign films were shot in Thailand from January to July 2024, with advertising and promotional films accounting for the largest share with 106 films from 31 countries and special economic zones in 49 provinces, resulting in an investment of over 3.881 billion baht.
“The government has prepared comprehensive measures to support foreign film productions, including visa exemption measures to facilitate workers and tourists, improve the country’s image and promote tourism, create business opportunities for Thai entrepreneurs and distribute income to all citizens,” Chai said.
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Related article: New ‘Apple’ Ad Criticized: Is It Intentionally Stereotyping Thailand?
