Approximately 3 million Thai influencers are poised to expand internationally as the government accelerates efforts to create opportunities in foreign markets, harnessing content creativity to boost the digital economy.
The landscape of commerce has undergone a significant transformation, with influencers now playing a pivotal role in shaping consumer purchasing decisions and driving the growth of online markets and e-commerce both domestically and abroad.
The global creator industry is experiencing rapid growth, with over 60 million content creators worldwide generating more than US$20 billion annually in economic value. This underscores the powerful influence of content in engaging consumers and promoting products effectively.
This aligns with the Department of Business Development’s (DBD) core mission to support and enhance Thai entrepreneurs, helping them build brands, expand market channels, and boost competitiveness.
Specifically, the department focuses on encouraging entrepreneurs to utilize digital technologies and online media to increase sales and sustain growth.
In collaboration with the Thai Influencers Association, the DBD is launching a major initiative titled “Kick Off to Promote Thai Influencers.” The project aims to elevate the role of influencers in boosting Thai local products to international standards, thereby fostering the growth of Thai community economies and enhancing their recognition both nationally and globally.
Poonpong Naiyanapakorn, Director-General of DBD, shared that discussions with the Thai Influencers Association have centered on strategies to promote a sustainable Thai influencer industry.
The association has previously worked to improve influencer standards through ethical guidelines, connecting influencers with businesses, and organizing training on product public relations, content creation, and influencer marketing. They are also actively working to seek opportunities for Thai influencers in international markets.
Recognizing the industry’s growth potential, which includes over 3 million influencers nationwide, the association is developing networks and compiling influencer data to strengthen the sector.
They offer guidance on selecting influencers whose content aligns with specific products, and promote the use of micro-influencers—cost-effective individuals capable of targeting niche audiences effectively.
Furthermore, they recommend influencers adapt to platform algorithms by employing strategies like the “3 contents, 1 live” format to enhance visibility and broaden their reach.
Looking ahead, the DBD and the Thai Influencers Association are exploring ways to support entrepreneurs at all levels—including community businesses—by leveraging storytelling and influencer marketing to stimulate economic growth across the country.