Chinese Users Amplify Influence in Thailand

The Rise of Chinese Media Users in Thailand

Chinese media users in Thailand are quietly emerging as one of the most influential consumer groups in the country. Their growing presence is not only shaping market trends but also offering unique opportunities for Thai brands to expand their reach and influence. According to a recent survey, this group is digitally savvy, culturally connected, and increasingly significant in terms of purchasing power.

The survey, conducted by EternityX Marketing Technology and iResearch between March 13 and 20, involved 800 participants across Thailand, Singapore, and Malaysia. These individuals were long-term residents or citizens with Chinese roots who actively engage with Chinese digital platforms. The results reveal that Chinese media users in Thailand are a fast-growing demographic, with nearly half (47%) spending over US$7,000 annually on premium products—higher than their counterparts in Singapore (42%) and Malaysia (43%).

This shift represents a major opportunity for Thai businesses looking to tap into a highly engaged and affluent audience. Charlene Ree, CEO and founder of EternityX, highlighted that this consumer group has become "aspiration trailblazers," leading lifestyle trends and influencing market dynamics.

Deric Wong, global chief business officer at EternityX, emphasized that these consumers are more than just buyers. They act as cultural bridges, economic drivers, and tech-native influencers who are reshaping how businesses approach Southeast Asia. He noted that winning the loyalty of these consumers in Thailand could lead to an "unpaid media army" back in China.

Digital Engagement and Cultural Influence

Thailand stands out as the strongest hub for Chinese platforms in the region, with 78% of users engaging daily. This is higher than the 70% in Singapore and 71% in Malaysia. Social influence plays a key role in their decision-making process, with key opinion leaders, peer reviews, and influencer campaigns often outweighing traditional advertising.

In terms of preferences, alcoholic beverages, cosmetics, and electronics top their shopping lists. Payment flexibility is also essential, with up to 54% preferring brands that accept Chinese payment platforms. A notable 11% abandon purchases if such options are unavailable. WeChat Pay, already adopted by 45% of users in Thailand, exemplifies this trend.

Economic Impact and Investment Trends

The influence of Chinese consumers extends beyond digital engagement. In 2024, Chinese investment in Thailand, both from mainland China and Taiwan, reached 109 billion baht—a 43.1% increase from previous years. This surge has created over 30,000 jobs and significantly boosted the local economy.

Chinese buyers also account for 10.8% of condo ownership in Thailand. Additionally, the number of Chinese students in Thai universities grew by 455% between 2013 and 2023, further strengthening cultural and economic ties.

Strategic Opportunities for Thai Brands

EternityX’s research highlights the importance of cultural adaptation for Thai brands aiming to connect with Chinese consumers. Promotions in simplified Chinese have been shown to increase purchasing intent by 43%, underscoring the need for emotionally resonant and culturally relevant content.

Mr. Wong emphasized that translation alone is insufficient. "Thai brands must stay true to their identity while tailoring content to Chinese digital formats and respecting Chinese digital culture and its restrictions on exaggerated claims."

Some Thai brands are already capitalizing on this opportunity. Mistine, for example, became China's top sunscreen brand on Tmall through anime-inspired packaging and influencer-driven campaigns. Premium skincare brand Harnn boosted exports to China by 24% in 2023 by highlighting Thai jasmine oil as "more precious than gold."

Despite a slowdown in Chinese tourist arrivals, EternityX sees long-term potential. "They are not just a niche. They are Thailand's next growth engine," said Mr. Wong.

Conclusion

As Chinese media users continue to grow in influence and purchasing power, Thai businesses have a unique chance to tap into this dynamic market. By understanding and adapting to the preferences of this group, brands can unlock new opportunities for expansion, visibility, and cross-border influence. The future looks promising for those willing to embrace this evolving consumer landscape.