Is T-pop the next K-pop?

As the tides of global luxury shift, Thailand is emerging as an unexpected but powerful force in Asia’s high-end market. Once a quieter player overshadowed by the dominance of China and South Korea, the kingdom is stepping into the limelight. Crizzalyn Gooc, a seasoned luxury brand professional specializing in ultra-high-net-worth individuals (UHNWIs) based in Paris, views this shift as a response to slowing growth in China and the oversaturation of K-pop. “Luxury brands are underperforming in China, and K-pop has seen overexposure. Tying your brand to fleeting trends isn’t sustainable; loyal customers value exclusivity and substance,” Gooc tells Jing Daily. But can Thailand’s ascendancy in luxury fully offset slowing growth in China? While questions remain, the nation’s combination of a burgeoning population of UHNWIs, strategic retail investments, and celebrity influence is carving out a significant role in shaping the future of Asia’s luxury market. Luxury brands appoint Thai celebs en masse Late last year, Italian luxury house Valentino announced Thai singer-actor Jeff Satur as its newest brand ambassador — the first Thai celebrity to hold this title for the brand. This milestone reflects the escalating influence of Thai entertainment on Asia’s luxury landscape. Valentino’s choice of brand face isn’t isolated. Over the past two years, brands have increasingly looked to Thailand’s talent pool. In 2022, Burberry appointed Bright Vachirawit, a breakout star from 2gether: The Series, as its global ambassador. Prada followed in 2023, naming Win Metawin, Vachirawit’s co-star, as its face. Dior enlisted KinnPorsche to lead Mile Phakphum and Apo Nattawin in June 2023, followed by Tu Tontawan of F4 Thailand: Boys Over Flowers that September. Meanwhile, Balenciaga tapped I Told Sunset About You star PP Krit as a brand ambassador, featuring him prominently in its Fall 2025 collection. Gucci, under Kering’s umbrella, onboarded three Thai celebrities within a year: Actress Mai Davika, and boy-love drama stars Kanawut Traipipattanapong and Billkin Putthipong. Even Louis Vuitton, traditionally focused on Korean Wave icons, embraced Thai representation with Lisa of Blackpink and BamBam of Got7, while Miu Miu spotlighted Minnie of (G)I-Dle. This surge in Thai celebrity appointments coincides with the growing global popularity of BL (Boys’ Love) dramas, which have cultivated fervent fanbases across Asia. In March 2023, The Economist dubbed Thai BL “the next K-pop,” noting its power to captivate audiences. For luxury brands, these stars represent a unique bridge to young, affluent, and highly engaged fans. According to Launchmetrics, Thai and Filipino celebrities outperformed K-pop idols in media impact during the Spring 2025 Paris Fashion Week, underscoring their growing clout. Yet, Thai celebs’ fanbases are powerful, Gooc points out that their effectiveness and influence on local UHNWIs depends on alignment with a brand’s values. “Wealthy Thai clients understand the essence of true luxury,” she says. “They value ultra-exclusive items like Richard Mille watches or Romanee-Conti wines that reflect connoisseurship and exclusivity.” A hub for UHNWI Thailand’s luxury market is surging, driven by a mix of local affluence and tourism. Euromonitor forecasts the Thai personal luxury market to grow from $2.4 billion in 2024 to $3.6 billion by 2029, at a 9% CAGR. The country is now Southeast Asia’s third largest hub for UHNWIs, with the population of those holding over $30 million expected to rise 14.7% by 2028. Tourism remains a key driver. The return of Chinese tourists following relaxed visa rules has reinvigorated retail in Bangkok, alongside visitors from India, Russia, and the Middle East. Iconic retail developments like One Bangkok, a $3.2 billion commercial complex, and the revamped Central Chidlom are transforming the capital into a regional luxury epicenter. The 92-story Signature Tower, housing flagship stores for Chanel, Louis Vuitton, and Gucci, symbolizes Thailand’s ambitions to rival global retail hubs. Dior’s “Gold House” concept store, featuring 300 faux windows and a gold mosaic tile finish, unveiled in December in Bangkok, highlights Thailand’s rise in the luxury sector to partially compensate for slowing growth in China and South Korea, historically dominant markets for luxury brands. Beyond Bangkok, brands are extending their reach to key tourist destinations like Phuket and Koh Samui. Prada recently opened its first boutique outside the capital, while Central Group is doubling its luxury footprint in Phuket. Gooc also emphasizes the unique appeal of Amanpuri in Thailand as a “quiet wealthy destination” akin to St Barts, where high-profile individuals seek exclusivity. “With 30 million tourists annually, Thailand remains a magnet for international jetsetters. If brands select Thai celebrities who align with their luxury values, their influence can extend across neighboring countries,” she says. Global influence The influence of Thai celebrities extends beyond their home country, particularly among affluent millennials and Gen Z consumers in Southeast Asia. “Luxury brands are leveraging Thai celebrities to tap into Southeast Asia’s growing luxury market, which is expanding and even outpacing Singapore. Thai celebrities help luxury brands engage with regional consumers in a more culturally relevant way,” says Ming Yii Lai, Research Manager at Daxue Consulting from Malaysia. Liang Chen, marketing and communications director of éCLAIR, highlights the practical considerations of working with Thai celebrities. “In terms of cost, Thai celebrities are generally less expensive than Korean ones,” she says. “Their striking appearances make them cost-effective choices for cosmetic brands, but for long-term brand partnerships that require personality alignment, resonance with Chinese consumers is more difficult to achieve.” “Unlike Korean entertainment, which has significant influence through movies, soap operas, and shows, Thai stars’ work is less familiar to Chinese consumers and often inaccessible on streaming platforms locally,” adds Liang. While Thai celebrities are gaining traction in markets like China, their global impact is still emerging. “Thai celebrities may not have the same global reach as K-pop bands, but they are gaining traction in China and Southeast Asia, especially through platforms like Instagram and Xiaohongshu (also known as RedNote),” says Ming. Influencers like Aon Somrutai and Urassaya Sperbund are becoming prominent on Instagram and TikTok, suggesting that Thai celebrities have the potential to become global figures, particularly among fashion-forward consumers. No longer a secondary market Thailand’s luxury ascent is reshaping the region’s high-end market. While China remains the dominant force, Thailand’s rising UHNWIs, surging tourism, and celebrity-driven soft power are creating fresh opportunities for global brands. As brands double down on Thai talent and expand their footprint in the country, one thing is clear: Thailand is no longer a secondary market. It’s a rising luxury powerhouse in its own right.

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Is T-pop the next K-pop?