Thai Celebrities: The Rising Fashion Trailblazers and Boys Love Stars
Thai celebrities and 'boys love' stars are revolutionizing the fashion industry as global luxury brands recognize their immense influence in Thailand and the wider Asia region
The article was originally published by The Business of Fashion, a CNN Style editorial partner.
(CNN) In February, Nattawin Wattanagitiphat's fans went all out to celebrate the Thai actor's 29th birthday. Videos circulated on social media showed Apo, as he is fondly called, navigating through a crowd of flower bouquet stands, numerous towering cakes, gold bars, cash, and even a Rolex watch, all given by his fan base. Local media estimated the total value of his birthday gifts at 50 million Thai baht, or approximately $1.4 million.
Given the intense support of his army of fans, it's no surprise that Apo was recently named a men's ambassador by Christian Dior this summer, alongside his co-star Phakphum Mile Romsaithong. The two actors, known for their roles in the BL television series "KinnPorsche," have proven to be a powerful marketing tool for the brand. Their appearances at various events and magazine covers across Asia have made a significant impact.
A major factor in their success is their strong engagement on social media. According to a report by Lefty.io and Karla Otto, Apo and Mile ranked 3rd and 5th in earned media value for the Spring-Summer 2024 show season on Instagram and TikTok, following only Kylie Jenner and Zendaya. Despite having significantly fewer followers, the Thai actors have been able to cultivate a level of fanaticism typically reserved for South Korean stars.
Celebrities and musicians from Thailand, who have a strong following in the region, contribute to the attractiveness of global brands to the thriving local market and tourism center. Additionally, Thai films, television programs, and other cultural products are gaining popularity in various Southeast Asian nations as well as in the significant markets of North and South Asia.
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However, Apo and Mile are not the sole Thai celebrities making an impact as brand ambassadors, campaign models, and fashion influencers. Thailand has become a hub for talent, as demonstrated by Dior's recent addition of actress Tontawan Tantivejakul as a Thai ambassador.
Dior refrained from commenting on its decision to focus on Thai celebrities, but instead referred to the three ambassadors as "exceptional personalities who are always unique, daring, and experts in their fields, symbolizing the spirit of the times."
The increasing popularity of Thai ambassadors is undoubtedly supported by Thailand's status as a major emerging market for luxury brands, as well as its role as a cultural, economic, and tourism center not only for Southeast Asia but also for the wider Asia-Pacific region. Known for its welcoming nature to foreigners, its capital Bangkok is consistently ranked as the most visited city in the world according to the Mastercard Index. Additionally, the Thai luxury market is leading growth in Southeast Asia, as stated in a recent report by Bain & Company.
Thailand's most prominent global figure is arguably Lalisa Manobal, a musician from the K-pop girl group Blackpink. Better known as Lisa, she is an ambassador for Celine and Bulgari, boasting 99 million Instagram followers. Another notable figure is Bambam (real name Kunpimook Bhuwakul), who rose to fame with the now defunct boyband GOT7 and has been featured in YSL Beauty ads and attended Pharrell Williams' debut Louis Vuitton show.
However, it's more common for Thai stars who gain international fame to be actors. Davika Hoorne, the lead in Pee Mak, Thailand's highest grossing film, was named Gucci's first global brand ambassador from the country last year. Meanwhile, Urassaya Sperbund, a Thai-Norwegian actress and model, gained international recognition after being featured in American Vogue and starring in a Louis Vuitton watch campaign in 2019.
The Boys Love genre is gaining traction in South Korea, attracting a new audience. Male celebrities, especially those featured in gay romance storylines, are creating a significant buzz. This summer, Bright (Vachirawit Chivaaree), known for his role in the popular series "2gether: The Series," was announced as the new face of Calvin Klein, following his ambassadorship with Burberry. Another co-star from the show, Metawin Win Opas-Iamkajorn, has also had a major impact, joining Prada at the beginning of the year.
The celebrity endorsement market has grown significantly, prompting former Vogue Thailand editor Nichapat Suphap to launch Venture Management, an agency that represents top Thai stars internationally. The firm currently manages six names, including Apo, Mile, and Bright, as well as actors Wichapas Bible Sumettikul and Kanawut Gulf Traipipattanapong. Suphap's agency has secured deals with luxury brands such as watch, luggage, and camera companies for her celebrities, marking a significant shift from the past when Thai figures were overlooked at international events. According to Suphap, Thai celebrities were previously treated as a lower priority and often received less attention compared to Western celebrities.
"However, the landscape has shifted. Thai talents now take center stage at fashion shows, resulting in custom looks that garner more attention. The throngs of fans waiting outside the shows and the significant online engagement with brands have elevated our profile," Suphap explained.
Blackpink (left-right: Lisa, Jisoo, Jennie, and Rose) arrive at the MTV Video Music Awards on August 28, 2022, in Newark, New Jersey.
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The latest S/S 2024 Christian Dior womenswear show in Paris generated some notable media impact value (MIV) for Apo and Mile, each bringing in $6 million. This puts them in close competition with Korean musician Jisoo from Blackpink, who reached a MIV of $6.5 million, and ahead of western stars Jennifer Lawrence ($4.5 million), Rosalía ($3.7 million), and Robert Pattinson ($2.7 million). Fatti Laleh, Piaget's global communications and image director, personally witnessed Apo's fandom and later signed them as a friend for the watch and jewelry house.
Laleh was astonished as she walked with me outside of this five-star hotel during fashion week, witnessing the huge crowd of cheering fans eagerly awaiting him. She noted that many of the fans were European, showing his global appeal. "Beyond the cultural capital, his beauty and aesthetics, it's what he reaches in media for us."
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Davika Hoorne attends the Michael Kors Collection Spring-Summer 2024 runway show at Domino Park on September 11 in Brooklyn, New York.
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Kanawut 'Gulf' Traipipattanapong attends the Gucci Cruise 2024 runway show at Gyeongbokgung Palace on May 16 in Seoul, South Korea.
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While this loyalty may seem similar to the K-pop stars deeply integrated into the fashion industry, there are notable differences in collaborating with Thai talent. Krisda Witthayakhajorndet, the director of "KinnPorsche," suggests that due to the less structured and strictly managed nature of the Thai entertainment industry compared to Korea, agencies take a more relatable approach to partnerships.
"He said Thais are humble and fun. Off-screen, I allow my actors to be their true selves, not just perfect idols. I believe audiences can sense that imperfection and are seeking something more authentic."
Suphap from Venture Management concurs, stating that while K-pop stars dedicate their lives to training from a young age to be idols, Thai stars can maintain a more relaxed approach. They are often able to attend regular school while also building their public profile.
"We definitely still want to maintain their exclusivity, but I'd say we're more approachable with the fans," she explained. "We greet them, take photos with some. We don't confine the talent like Korean companies do."
Some Thai celebrities have the advantage of connecting with Chinese audiences, unlike South Korean celebrities who face restrictions due to political tensions. Additionally, with fourteen percent of Thailand's population being ethnic Chinese, there are more opportunities for resonance. However, the main challenge for Thai celebrities, as with others in the region, is the language barrier, according to Suphap.
"They are able to understand and communicate in English, but conducting an interview can be challenging as we are unable to fully express our expertise in a short amount of time. English is currently our biggest challenge." This article was originally published by The Business of Fashion, a partner of CNN Style. You can find more stories from The Business of Fashion here.
