Friend-for-hire services are gaining ground in Thailand, with people paying companions to join trips, take photographs or take part in activities.
The emerging trend reflects a changing Thai social landscape, including an ageing population and more unmarried people, although there are no official figures for the sector. Providers say demand has risen in recent years as more people live alone, lifestyles change and social media raises the appeal of shareable experiences.
Euromonitor International said single-person households accounted for 29.5 per cent of Thai households in 2025, above the global average of 21.9 per cent. The trend has also increased demand for services aimed at independent living, from single-seat restaurant tables to solo travel.
Convenience, photos and company
For some Thai customers, the service is about practical help rather than loneliness. Bangkok university student and content creator Ainthuon Rattanawaraporn said she first tried it out of curiosity, but found it useful when friends were too busy to travel and she was not yet comfortable going alone.
"I also wanted someone to take pictures for me," she said. Unlike asking friends for a favour, a paid companion meant she could request particular angles and compositions without worrying about asking someone to take hundreds of photos.
Thanaporn Charoenchuea, a 20-year-old university student, launched her Snap Like A Bestie service and served more than 50 clients within about two months. She said customers wanted more than photographs: they also wanted to feel comfortable enough to produce natural-looking images.
On busy days, Thanaporn accepts up to three bookings lasting one to three hours. She chats with clients to help shy or introverted people relax, and accepts appointments only in public places after checking clients' social-media accounts.
Providers set their own boundaries
Penkawin Wangniwetkul, known as Ice, entered the companionship business about three months ago after relatives suggested she accompany two elderly women on shopping trips and outings. She had previously left a full-time job as a television co-producer and worked as a presenter, MC and online marketing host.
Ice now accepts assignments for running, gym sessions, aerobics, shopping, spa visits, cafe hopping and indoor rock climbing. Her usual bookings last two to three hours and cost 1,000 baht per hour.
She has served more than 10 regular clients, including public figures, and once accompanied an actress to a veterinary clinic. She has also been asked to attend wedding receptions, but was too busy, and limits bookings because she continues to work as an MC and presenter.
She screens clients and refuses requests that could affect her safety or make her uncomfortable, including accompanying male clients to late-night entertainment venues.
Demand reaches Chiang Mai
Company employee Sasiprapa Nookong hired a companion while visiting Chiang Mai after she and a friend chose separate activities for a day. While her friend went hiking, Sasiprapa wanted to visit cafes and found a university student offering the service through TikTok reviews.
She said such services suited people who occasionally wanted company, rather than long-term companionship.
Sociologist Narupon Duangwises of the Princess Maha Chakri Sirindhorn Anthropology Centre said hired companions could provide emotional comfort for people who struggle to make friends. However, he noted that clients can select companions by appearance, unlike natural friendships, and urged providers to set clear rules and boundaries against sexual harassment and violence.
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4 September 2026
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