HILL ASEAN Thailand Consumption Forecast Report December Issue

The Thailand Consumption Forecast Report is a bi-monthly market research publication by Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) and Hakuhodo International Thailand (HIT). It provides in-depth analyses on key topics within the Thai market, conducted by HILL ASEAN and HIT researchers.

Highlights from the latest issue
The special year-end issue of the Thailand Consumption Forecast explores Thailand’s consumption trends and the significant impact of the “THAIDOM Effect.” Despite global challenges, Thai consumer spending remains steady at a score of 66, with year-end bonuses and digital wallet incentives expected to boost spending on domestic travel (+3%), home appliances (+3%), and gifts like clothing and shoes (+1%).

The report highlights the influence of Thai fan communities, whose passion drives trends such as viral phenomena like “Lil’ Dolly Bear” and “Moo-Deng,” support for social causes like same-sex marriage advocacy, and the flourishing T-Pop industry that reflects national pride. These communities create substantial opportunities for brands to engage consumers apply fandom strategy by collaborations aligned with shared goals.

Furthermore, the festive season is shaping up as a vibrant period, with consumers focusing on meaningful purchases and celebrations, presenting a prime opportunity for brands to connect through year-end promotions and emotionally resonant campaigns. We encourage you to explore the full report to uncover actionable insights and strategies to align with these evolving consumer trends. Should you wish to discuss this further, please feel free to contact us.

Based on the study, Hakuhodo offers the following recommendations from three perspectives.

Creating Brand-Fandom Bonds Through Shared Goals: Brands can align campaigns with their vision and chosen fandoms, fostering collaboration. For example, if shared goal is about protecting animals, both could partner with zoos or protection organizations to promote sustainability.
Sparking Creativity, Passion, and Community Through Fanclub Engagement: Brands can host contests where fans create themed communication plans to promote their dom or brand selected topic with winning ideas brought to life.
Promoting Self-Improvement and Mental Health: Brands can promote self-improvement and mental well-being through activities like a stationery brand’s “Write Your Peace” journaling campaign to help people release their emotion and stress relief.

Contributors