Thailand recruits Chinese social media influencers as it seeks ‘new ways of selling things’ to boost exports

Thailand’s commerce minister said dozens of China’s top influencers will be invited to Thailand for a week in May, with the intent to livestream about Thai goods

The initiative comes after exports to China dropped for the first time in seven years in 2022 – relegating it to the no. 2 spot for Thai goods after the US

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Published: 4:34pm, 7 Feb 2024

Thailand is planning to enlist Chinese social-media influencers to hawk things from the so-called elephant pants to local sweet delicacies to their followers back home, as part of the Southeast Asian nation’s bid to shore up exports to the world’s No. 2 economy.

Thirty to 50 of China’s top influencers will be invited to Thailand for a week in May, Commerce Minister Phumtham Wechayachai said in an interview to Bloomberg News in Bangkok on Tuesday. The intent is to get them to livestream about Thai goods, he said.

“The world is changing,” Phumtham said. “We have to think about new ways of selling things.”

If it fails, we lose nothing. If it’s successful, we plan to expand this tactics to other things

Phumtham Wechayachai, Thailand’s commerce minister

What’s in it for the influencers? The government will share profits from the sales with them to incentivise their efforts. “If it fails, we lose nothing,” Phumtham said. “If it’s successful, we plan to expand this tactics to other things.”

While Thailand has in the past thought up the idea of tapping influencers to boost tourism, the latest initiative comes after exports to China dropped for the first time in seven years in 2022 – relegating the Asian giant to the no. 2 spot for Thai goods after the US. Ensuring growth of exports is key to achieving Prime Minister Srettha Thavisin’s goal to boost annual economic output to 5 per cent during his term.

That’s an ambitious target for an economy, where growth has averaged just 1.8 per cent in the past decade, making it the region’s laggard. That performance was due to cycles of military coups and political instability, which eroded investor confidence and competitiveness against peers like Vietnam, Malaysia and Indonesia.

Exports, a key engine of the Thai economy, contracted 1 per cent in 2023 after notching 5.4 per cent growth in 2022. The Commerce Ministry set up a 2024 working target of 1-2 per cent export growth, while the Finance Ministry forecast a 4.2 per cent rise in the sector that normally accounts for about half of the country’s gross domestic product.