TAT launches campaign with Labubu dolls to lure Chinese tourists

Photo courtesy of Ubuy Thailand

To strengthen cultural ties and lure Chinese tourists, the Tourism Authority of Thailand (TAT) launched an exciting campaign starring Pop Mart’s beloved Labubu toy. Announced at the Thailand Travel Mart Plus 2024, this 1 million baht co-branding effort marks the 50th anniversary of the Thailand-China Relations Project in 2025.

Labubu, the furry, adorable designer toy from China’s renowned Pop Mart, will be the face of TAT’s innovative promotional strategy. From July 1 to 4, Labubu will explore Thailand’s vibrant culture and iconic attractions, creating a series of promotional videos that promise to captivate Chinese audiences.

Chuwit Sirivajjakul, TAT Executive Director for the East Asia region, stated that TAT is excited to bring Labubu to Thailand as a cultural ambassador, offering a unique and engaging way to promote Thailand to Chinese tourists. This campaign is not just about boosting tourism, it’s about deepening cultural connections and celebrating the long-standing relationship between Thailand and China.

Labubu’s Thai adventure will include a grand arrival at Suvarnabhumi Airport as a special guest for Amazing Thailand, participating in traditional Thai cooking classes, and donning Thai attire at the iconic Wat Arun. The campaign highlights Thailand’s diverse experiences, from savouring street food on Banthat Thong Road to engaging in culturally rich activities that resonate with Labubu’s massive fanbase in China.

With over 100 million fans in China, Pop Mart’s Labubu is a powerful promotional tool. TAT plans to partner with Chinese travel platforms like Trip.com and Tongcheng to develop travel packages inspired by Labubu’s journey. These packages will allow tourists to follow in Labubu’s footsteps, offering a tangible and exciting way to experience Thailand’s cultural and tourist landmarks.

The Pop Mart LABUBU x Amazing Thailand Special Edition collectable will debut at Mega Bangna in Bangkok, serving as a souvenir and a promotional tool. To amplify the campaign’s impact, TAT’s Beijing Office will collaborate with online travel agencies like Qunar to organise activities targeting key market segments, particularly family and luxury travellers.

With projections to reach over 500 million impressions and sell at least 20,000 travel packages, the Labubu campaign is poised to significantly boost TAT’s tourism revenue target of 3.5 trillion baht for 2024, reported Travel and Tour World.

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Puntid Tantivangphaisal

Originally from Hong Kong, Puntid moved to Bangkok in 2020 to pursue further studies in translation. She holds a Bachelor's degree in Comparative Literature from the University of Hong Kong. Puntid spent 8 years living in Manchester, UK. Before joining The Thaiger, Puntid has been a freelance translator for 2 years. In her free time, she enjoys swimming and listening to music, as well as writing short fiction and poetry.

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