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Economy Thai Brands Thrive on Influential Chinese Market Trends
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 -
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McCarthyism returns....
The Chains ended when the USA expelled the Germans from France. -
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THAILAND LIVE Thailand Live Thursday 21 August 2025
Gunfire Erupts in Pattaya Restaurant; Father Arrested Picture courtesy of The Pattaya News In a startling turn of events in Pattaya, a violent confrontation unfolded at a local restaurant when a father, 43-year-old Pattana Simanta, allegedly pistol-whipped a woman and fired a shot into the air. The incident took place on Sunday, 17 August, on Soi Phothisan 8, sparking chaos and fear among patrons. Full Story: https://aseannow.com/topic/1370496-gunfire-erupts-in-pattaya-restaurant-father-arrested/- 1
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Report Gunfire Erupts in Pattaya Restaurant; Father Arrested
Picture courtesy of The Pattaya News In a startling turn of events in Pattaya, a violent confrontation unfolded at a local restaurant when a father, 43-year-old Pattana Simanta, allegedly pistol-whipped a woman and fired a shot into the air. The incident took place on Sunday, 17 August, on Soi Phothisan 8, sparking chaos and fear among patrons. The suspect was apprehended three days later after detectives reviewed CCTV footage capturing the incident. On 20 August, officers from Bang Lamung Police Station executed a search warrant at a residence and workshop on Soi Naklua 14 (Soi Noree). The operation, authorised by Pattaya Provincial Court, resulted in the arrest of Pattana. During the raid, authorities discovered a loaded black 9mm Beretta PX4 semi-automatic pistol and over 40 rounds of ammunition concealed in a drawer. Pattana, a machinist originally from Udon Thani, confessed to both owning the firearm and his aggressive actions. According to Pattana’s account to the police, the altercation erupted while he was dining with his child. An allegedly intoxicated woman, identified as 29-year-old Angsumarin, approached and began verbally assaulting him. Pattana, overwhelmed by anger, admitted to striking the woman's face with his handgun and firing a warning shot to deter her. “She started screaming at me for no reason. I just lost it,” Pattana reportedly explained to investigators. Both individuals fled the scene following the commotion. Angsumarin has since refrained from making any public statements, citing her fear and emotional distress. Reporters visiting the establishment spoke with staff who confirmed that the two had been sitting separately and were unacquainted before the incident. Witnesses recounted a short yet intense conflict that was swiftly ended by restaurant staff intervention. Pattana has been charged in accordance with Thailand’s Firearms Act. Authorities are also contemplating additional charges related to the assault as they continue their investigation. Police are meticulously reviewing CCTV footage and gathering witness testimonies to assess the full scope of legal consequences. The incident highlights ongoing concerns about public safety and firearm regulations, prompting a wider conversation about the need for vigilance and stricter enforcement of existing laws. As the investigation progresses, the community awaits further updates, hopeful for clarity and resolution in this unsettling case. Adapted by ASEAN Now from The Thaiger 2025-08-21 -
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‘It doesn’t matter now if they are children’
i wasn't making excuses, I was stating facts -
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Air Fryer
Broiling is to get that extra crispiness. Looks like the air fryer does it automatically?
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Popular in The Pub
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