Top 10 Marketing Trends from Marketing Association of Thailand (MAT)

Trend 1 – AI-Powered Personalization: The New Standard for Customer Engagement
AI-powered personalization is rapidly shaping marketing trends in 2025, with businesses in Thailand adopting cutting-edge technologies to offer more tailored and engaging consumer experiences. AI innovations like virtual shopping assistants, dynamic e-commerce platforms, and smart kiosks are becoming mainstream. In quick-service restaurants, digital ordering kiosks now recommend customized meal combos based on previous orders, and even adjust menu displays in real-time, factoring in local preferences, time of day, or weather. For instance, highlighting refreshing cold drinks during a heatwave makes the experience not only relevant but memorable. Predictive analytics in retail and entertainment is also thriving, helping businesses anticipate consumer behavior and deliver personalized promotions at just the right moments. Similarly, AI-enhanced beauty retail chatbots suggest tailored products, streamlining the shopping journey while fostering stronger customer relationships. These trends demonstrate how AI is revolutionizing marketing, creating seamless, engaging experiences that build stronger connections between brands and consumers.

Trend 2 – AI and Automation in Marketing for Operational Excellence
By 2025, AI and automation will continue to redefine marketing operations in Thailand, enabling brands to streamline processes and enhance engagement. Generative AI will lead the charge, allowing businesses to automate content creation, manage personalized messaging at scale, and optimize ad campaigns. Marketers will use AI to predict customer behavior, refine digital strategies in real time, and enhance customer service through AI-powered chatbots. The shift towards automation will not only improve marketing efficiency but will also facilitate more effective, personalized customer interactions, ultimately boosting ROI and strengthening brand loyalty.

Trend 3 – Social Commerce: The Intersection of Social Media and Shopping
Social commerce is transforming shopping habits in Thailand, with platforms like TikTok and Instagram emerging as robust e-commerce ecosystems. Brands are leveraging features such as live shopping events and shoppable posts to create interactive, real-time shopping experiences. Beauty and fashion retailers, for example, collaborate with influencers to host live demos, offering viewers the opportunity to purchase items instantly while engaging in Q&A sessions. This trend is particularly empowering for small businesses and local artisans, helping them reach nationwide audiences at a fraction of the cost of traditional advertising. Thai consumers, who value personalized interactions, benefit from transparent and convenient shopping experiences, while businesses use data insights to refine strategies. The fusion of entertainment and e-commerce is reshaping the digital marketplace in Thailand, turning social platforms into powerful economic drivers.

Trend 4 – Sustainability as the Core of Brand Strategy
In 2025, sustainability will become even more central to brand strategies in Thailand. Businesses will increasingly adopt recycled materials and circular economy practices, moving away from virgin plastics. This trend is already gaining traction, with more companies committing to 100% recycled packaging. At the same time, environmental, social, and governance (ESG) principles will continue to rise in importance. Brands will focus on reducing carbon emissions, conserving water, and supporting biodiversity. Partnerships aimed at improving recycling and resource efficiency will grow, and consumer empowerment to make sustainable choices will be a key focus. Sustainability is rapidly transitioning from a niche concern to a central element of marketing, shaping consumer loyalty and long-term brand success.

Trend 5 – Subscription Models: The Future of Consumer Loyalty
Subscription-based services are gaining significant popularity in Thailand, driven by demand for convenience and personalization. Digital platforms are offering subscriptions with perks like free delivery, exclusive deals, and tailored offers. For instance, food delivery services are rolling out subscription plans with added benefits such as free delivery and discounts, catering to busy urban consumers who value convenience. Similarly, wellness and beauty platforms offer regular deals and personalized treatment options, boosting customer retention. With their growing appeal in urban hubs like Bangkok, subscription models are fostering deeper customer loyalty by providing consistent, value-driven experiences. Businesses tapping into these trends can not only secure predictable revenue streams but also build lasting relationships with customers.

Trend 6 – Fandom Marketing: Turning Passion into Brand Loyalty
Fandom-driven marketing is gaining momentum in Thailand, with brands harnessing the power of passionate fan communities to drive engagement and loyalty. As fans increasingly become advocates for their favorite brands, businesses in entertainment, gaming, and lifestyle sectors are leveraging these communities. Esports brands, for example, are hosting exclusive tournaments and launching products tailored for their fanbase, while entertainment brands offer limited-edition merchandise and exclusive experiences for dedicated followers. This trend is extending to fashion and beauty industries, where fan-centric collections and personalized experiences are strengthening customer relationships. With the rise of digital platforms, fans are creating organic content that amplifies brand messages. This evolution in fandom marketing presents brands with opportunities to connect with consumers in meaningful ways, fostering long-term advocacy and loyalty.

Trend 7 – Empowering Micro-Influencers: Authenticity and Connection at Scale
The creator economy is set to explode in Thailand by 2025, with micro-influencers emerging as central figures in marketing. As digital platforms empower individuals to create content, brands are increasingly partnering with micro-influencers—individuals who build authentic, relatable connections with their followers. These influencers, with as few as 10,000 followers, often generate higher conversion rates compared to traditional celebrities, due to the trust they’ve built within niche communities. Brands will continue to tap into these creator communities, partnering with individuals who align with their values and resonate with specific target audiences. Whether in beauty, lifestyle, or tech, expect to see more campaigns centered around micro-creators, fueling personalized, grassroots engagement that drives word-of-mouth marketing.

Trend 8 – Seamless Customer Experience Through Voice and Smart Devices
With the growing popularity of voice search and smart devices, brands in Thailand will need to integrate these technologies into their marketing strategies. By 2025, the rise of unified customer experiences across platforms—where users can interact seamlessly with services via voice-activated devices—will be a key trend. This includes cross-platform loyalty programs, integrated financial services, and access to multiple services through a single super application. Consumers will expect effortless interactions, whether ordering products, making payments, or checking rewards, all through voice commands. Brands that incorporate these all-in-one integrations will create smoother, more personalized experiences, strengthening customer loyalty in Thailand’s tech-savvy market.

Trend 9 – Wellness & Mindfulness in Branding: Beyond Physical Health
Wellness and mindfulness are becoming central to branding in Thailand, with businesses aligning their products and services to address both physical and mental well-being. Brands are shifting from a focus solely on physical health to promoting holistic wellness, which includes mental health and mindfulness. Wellness and beauty brands are increasingly marketing stress relief, self-care, and mindfulness as part of their core offerings. Wellness tourism, combining physical rejuvenation and mental relaxation, is also on the rise. This trend reflects a broader shift toward integrating emotional and physical health, creating new opportunities for brands to connect with consumers who are seeking balance and well-being in their everyday lives.

Trend 10 – Immersive AR/VR Experiences: Transforming Consumer Interaction
By 2025, augmented reality (AR) and virtual reality (VR) will revolutionize consumer experiences in Thailand, offering brands innovative ways to engage with audiences. While AR and VR have been gaining traction in retail and entertainment, their full potential is only beginning to unfold. Businesses in fashion, tourism, and e-commerce will use AR for virtual try-ons, interactive shopping, and dynamic product displays. Meanwhile, VR will allow brands to craft fully immersive experiences, from virtual travel tours to exclusive events. With consumers increasingly seeking tailored, memorable interactions, integrating AR and VR into marketing strategies will be a game-changer, driving customer loyalty and boosting engagement in Thailand’s dynamic market.

Thank you for sharing the news. For further inquiries, please contact:
The Marketing Association of Thailand
Phone: 02 – 679 7360 – 3
or Jiraporn Pungsat (Jib)
Phone: 099 242 5244