Thailand’s tourism authority has joined hands with a Chinese toy company to launch a co-branding initiative aimed at leveraging the popularity of adorable furry dolls to attract Chinese tourists.
At the invitation of the Tourism Authority of Thailand, or TAT, Beijing-based toy company Pop Mart brought its beloved toy doll Labubu to Bangkok on Monday for a four-day tour of the kingdom.
Labubu, created by Hong Kong artist Kasing Lung and inspired by characters in Nordic fairy tales, has gained significant popularity despite its monster-like appearance. With a friendly personality and helpful nature, it features distinctive high, pointed ears and serrated teeth.
The character saw a surge in demand in Thailand after K-pop star Lisa from the girl group Blackpink shared a photo of herself holding a Labubu macaron on social media.
During a welcoming ceremony at Suvarnabhumi Airport, the furry doll was granted the title of “Amazing Thailand Experience Explorer” by the TAT, marking the beginning of its journey to explore Thailand’s vibrant culture and iconic landmarks.
Thai Minister of Tourism and Sports Sermsak Pongpanit said the ministry is promoting the positive image of Thailand in line with government policies to facilitate travel, such as the upcoming implementation of a 60-day visa-free entry for citizens of 93 countries, including China.
“I am delighted to see that the TAT and Pop Mart have co-branded to bring Labubu to engage in the diverse and unique activities in Thailand, which will certainly help boost tourism to Thailand,” he said at the ceremony.
The TAT has planned a list of “must-try” experiences for the doll, outlining a journey that includes five must-do activities: Thai food, Thai shows, Thai culture, Thai fabrics and Muay Thai — Thai martial arts.
“The activities reflect the ‘Five Must-Do in Thailand’ strategy with Labubu being a storyteller to share impressive travel experiences in Thailand,” TAT Governor Thapanee Kiatphaibool said. “We hope this will help inspire its fan base in China to follow in its footsteps and choose Thailand as their preferred destination.”
From Tuesday to Thursday, the Labubu mascot in traditional Thai attire will be filmed in a series of promotional videos, exploring landmarks and taking part in cultural activities.
At the ceremony, the TAT also announced it would partner with Chinese travel portal Qunar to promote travel packages inspired by Labubu’s adventures in Thailand. The packages, featuring Bangkok, Pattaya and Chon Buri, are available until Sept 1 to encourage more travel to Thailand.
Chen Xiaoyun, vice-president of Pop Mart, announced the opening of the company’s sixth store in Thailand, scheduled for Friday in Bangkok.
“Labubu has enjoyed popularity worldwide, Thailand in particular. It helps to foster cultural exchanges among young people between the two countries. Pop Mart will continue to promote such communication in the future,” she said.
