Tone and Taboos: Thailand’s Unwritten Marketing Rules
Asia is known for its unique regions and hyper-local campaigns that resonate deeply within its diverse cultures. With work so attuned to its market, it can often cause Asian creative to go under the radar on a more global scale. That’s why LBB has launched its ‘Inside Asia’ series.
This month we’re delving into Thailand. In part one, we looked at Thai advertising stereotypes, patriotism and meme culture. Now, we discuss how the current economic crisis is affecting consumerism and how brands should approach challenging topics or taboos, speaking with BBDO Bangkok ECD, Warunyoo (Big) Sorasetsakoon; Dentsu Creative Thailand CCO, Subun Khow; WPP Media partner (client leadership), Kanjanawat (Pom) Pansuwan; and Yell Worldwide’s international business manager, Don Gorrith.
With political uncertainty, ongoing border disputes, the introduction of US tariffs and high levels of household debt, Thailand has been battling a dwindling economy. And according to recent reports, this has had a knock-on effect on Thai consumers’ optimism and spending habits.
Considering what brands and marketers can do during tough economic times, Kanjanawat (Pom) Pansuwan, partner (client leadership) at WPP Media says, “Offer real, tangible value; communicate with empathy and positivity; help people feel in control, even symbolically by choosing auspicious colours; and create small moments of hope or fun.”
“Brands just need to show that they get what people are going through,” says BBDO Bangkok ECD, Warunyoo (Big) Sorasetsakoon, “and then give them something meaningful, whether that’s a laugh, a moment of comfort, or a little cultural wink that feels ‘so Thai’. When life gets heavy, even small moments of play can make people feel lighter.”
While advertising can’t fix the economy, it does influence demand, notes Don Gorrith, international business manager at Yell Worldwide. “Thailand has a pattern of hype-driven overspending, which pushes prices up and creates small bubbles,” he explains. “When spending power was strong, it worked. Now that it isn’t, brands are stuck with high prices and consumers feel pressured to keep up even when they can’t afford to. Brands should avoid creating false pressure or illusions, especially in times like this.”
He notes that Thailand is a high-context culture, “so people pay attention to tone, intention, and all the little cues behind a message. And because there aren’t very strict rules about what brands can or cannot say, the responsibility really falls on how sensitively something is delivered. Just because something is technically allowed doesn’t mean it will be received well.”
That’s why, he says, “the unspoken rule is respect. Not in a formal or rigid sense, but in understanding how Thai audiences read nuance, hierarchy, and emotional context. Especially now, when brands are competing so aggressively for attention, things can go wrong easily if the tone feels off. Being aware of that subtlety is what keeps a campaign from unintentionally crossing a line.”
This advice applies to other challenging subjects too like “monarchy, high-level politics, disrespect to elders, humiliation, and regional stereotyping,” Pom adds. “Thai consumers appreciate creativity, but boundaries exist.”
“Even though Thai people love to play, every kind of play needs boundaries,” Big comments. “There’s always an edge we can play on, but we have to know exactly where that edge is, so the fun doesn’t turn into a problem.”
Saying that, Big’s hope is for the world to see more work that truly reflects Thai society and “the pieces that talk about real issues that need real change. When that kind of work gets global attention, it feels like the message gets louder. It’s not just a campaign anymore; it becomes a way to amplify conversations that matter.”
“Thai consumers strongly believe in auspicious symbols, divine figures and rituals that influence luck in wealth, career and love. So for Kasikorn Bank, we introduced debit cards featuring sacred-god designs such as Ganesha, Lakshmi and Tao Wessuwan, allowing consumers to choose a card aligned with the type of blessing or luck they seek.
“This provided emotional comfort and optimism during a period of economic uncertainty and was hyper-culturally relevant, rooted in Thailand’s belief-driven decision-making.” – Kanjanawat (Pom) Pansuwan
“LGBTQ+ Stories Are No Longer Just Fictional or Niche”
One such important conversation gaining traction in Thailand, especially since last year’s approval of same-sex marriage, is the fast-expanding BL (Boys’ Love) and GL (Girls’ Love) markets. “Thailand has become one of the few places in the world that is this open and accepting,” Don says. “There is potential for brands to create work that speaks to this community in a real way.”
But with it also comes responsibility. “LGBTQ+ stories are no longer just fictional or niche; they are part of real life and real representation,” he says. “This makes it easy for brands to exploit the moment or treat it as a trend. The opportunity needs to be approached with care and a genuine understanding of the community.”
“With any messaging that could come across as targeting or mocking those who are different, brands must be extremely cautious,” states Subun Khow, CCO at Dentsu Creative Thailand. “One misstep can lead to significant backlash and long-term damage to the brand. It is far easier to carefully consider and plan messaging from the start than to try to fix the consequences afterward,”
For brands striving to succeed in the Thai market, “open-mindedness is key,” he concludes. “This will help you truly understand and connect with Thai ads. It’s often less a matter of logic or reason but more a matter of emotion.”
Read more from this series here.
