Photo courtesy of Bangkok Post

 

Chinese media users in Thailand are emerging as one of the country's most influential consumer groups, a development revealed by a recent survey. This shift offers Thai brands a chance to engage with a dynamic, big-spending audience, potentially boosting growth and cross-border visibility.

 

The survey, conducted from 13-20 March by EternityX Marketing Technology and iResearch, involved 800 participants across Thailand, Singapore, and Malaysia. All respondents were long-term residents or citizens with Chinese roots who actively use Chinese digital platforms.

 

Findings show Chinese media users in Thailand as a swiftly expanding, digitally adept, and culturally impactful group. Almost half (47%) spend over US$7,000 (about 231,000 baht) annually on premium products, surpassing their counterparts in Singapore (42%) and Malaysia (43%).

 

Charlene Ree, CEO of EternityX, described this group as "aspiration trailblazers" and noted, "They are lifestyle-oriented, digitally connected, and highly influenced by social media. Their impact cannot be ignored."

 

Deric Wong, Global Chief Business Officer at EternityX, highlighted their cultural and economic significance. "They are a cultural bridge and tech-native generation redefining business approaches in Southeast Asia. Winning their hearts in Thailand means gaining an unpaid media army back in China."

 

Thailand leads the region as a hub for Chinese digital platforms, with 78% of users engaging daily, compared to 70% in Singapore and 71% in Malaysia. Social influence, including opinion leaders and influencer campaigns, often outweighs traditional advertising.

 

Alcoholic beverages, cosmetics, and electronics are top preferences for these consumers. Notably, 54% favour brands supporting Chinese payment systems, with WeChat Pay already used by 45% of this group in Thailand.

 

Moreover, Chinese investment in Thailand, including substantial contributions from Taiwan, reached 109 billion baht in 2024, a 43.1% increase, generating over 30,000 jobs.

 

Chinese nationals account for 10.8% of condominium ownership in Thailand, and the Chinese student population in Thai universities surged by 455% from 2013 to 2023.

 

EternityX's findings suggest that promotions in simplified Chinese increase purchasing intent by 43%, highlighting the importance of cultural adaptation. "Translation alone isn't enough," remarked Mr Wong. "Thai brands need to stay true to their identity while adapting to Chinese digital culture."

 

Several Thai brands are already capitalising on this trend. For example, Mistine became China's top sunscreen brand on Tmall, securing a 34% market share with anime-inspired packaging. Premium skincare brand Harnn saw a 24% export increase to China in 2023 by promoting Thai jasmine oil as "more precious than gold."

 

Despite a reduction in Chinese tourist arrivals, EternityX predicts long-term potential. "They are not just a niche. They are Thailand's next growth engine," said Mr Wong.

 

This consumer group represents a pivotal opportunity for Thai businesses to expand their reach and influence a rapidly evolving market.

 

  Adapted by ASEAN Now from Bangkok Post 2025-08-21

 

2 hours ago, snoop1130 said:

Chinese nationals account for 10.8% of condominium ownership in Thailand,

and Thai Chinese own just about everything else.