At the Thailand Influencers Awards 2025 by Tellscore, the Strategic Asia Marketing Alliance (SAMA) shared insights on how Thai creators can expand their influence across Southeast Asia. Their panel discussion, titled “Rise Borderless, Scaling Creators and Brands Across ASEAN”, highlighted the strong appeal of the Thai creative industry and explored strategies for transforming Thailand’s strong cultural footprint into regional creative leadership.
Thailand’s entertainment industry has long proven its cross-border appeal. From the global popularity of boy-love series to the rise of Thai stars like Bright Vachirawit and Win Metawin, Thai content continues to resonate with audiences in the Philippines, Vietnam, Japan, and beyond.
“Thailand’s creative industry has a unique opportunity to lead ASEAN’s cultural wave,” said Vanchana Jitkarnngarn, President of SAMA Alliance Thailand. “Our creators already have the talent and storytelling power. What they need now is strategic support, from branding and localisation to cross-border partnerships, to make their voices heard across the region.”
The discussion highlighted actionable steps for Thai creators and influencers aiming to grow regionally, including:
- Develop bilingual or subtitled content to reach wider audiences.
- Create regionally relevant posts that reflect travel, lifestyle, and cultural insights across Southeast Asia.
- Collaborate with creators from neighbouring countries to build credibility and cross-market appeal.
- Present professional media kits, rate cards, and campaign case studies to attract regional brands.
Dr. Karine Lohitnavy – Frick, Founding Member of SAMA Alliance Thailand and Founder and CEO of Midas PR Group, said: “The ASEAN market, home to over 600 million people, presents both opportunity and complexity. While cultural affinities exist, local nuances in language, humour, and platform preferences vary widely. Agencies play a crucial role in helping creators navigate these differences and build exportable personal brands.”
“To succeed regionally, creators must think beyond borders. That means bilingual content, culturally attuned storytelling, and measurable engagement across markets. Agencies can bridge these gaps by helping creators refine their brand identity, localise content, and connect with regional partners for co-creation campaigns,” she further emphasised the importance of professionalisation and adaptability.
Kasama Jatejarungwong, CEO and Founder of The Omelet, highlighted that Thailand is well-positioned not only to entertain, but also to shape ASEAN’s creative and cultural economy, transforming national influence into regional impact. “Just as Thai entertainment has attracted regional audiences, Thai creators and influencers can do the same—with the right professional support,” she added.
As Thai creators gain increasing recognition across Southeast Asia, SAMA is strategically positioned to help expand the regional influence of Thailand’s creative community.
