The Thaidom Effect and How Brands Can Turn Fans Into Advocates
In an end of year Thailand consumption forecast led by Hakuhodo, 2024 was named ‘The Year of the Thaidom Effect’. As fandom culture continues to rise across the globe, in Asia, Thailand seems to have the power of influence, leading viral phenomena such as Lil’ Dolly Bear and Moo Deng, as well as advocacy such as same-sex marriage.
Fandoms bring together engaged communities around particular subjects they are passionate about – a golden opportunity for brands and marketers, if they can successfully communicate with these communities in an authentic way.
In this interview with LBB’s Sunna Coleman, Hakuhodo International Thailand’s associate strategic planning director, Duangkaew ‘Porpia’ Chaisurivirat, and Hakuhodo Institute of Life and Living ASEAN’s managing director, Yuko Ito discuss what Thaidom means for brands and how Thai content is engaged with on a native level compared to an international level.
LBB> First of all, what is the Thaidom Effect?
Porpia> The Thaidom Effect refers to the impact created by the collective enthusiasm and influence of fans surrounding topics related to Thai culture, identity or creations. It’s like fandom but uniquely tied to Thainess – essentially, Thainess + fandom = Thaidom.
A great example is Moo Deng, the little Thai hippopotamus, whose charm sparked a nationwide Thaidom Effect, showcasing the power and reach of passionate fans for Thai-inspired phenomena.
LBB> Can this fandom trend be seen across other regions in Asia too? If so, where do you see this most?
Yuko> There is already a significant number of people across Asia who are deeply passionate about Thailand’s soft content, including food, dramas and movies as well as animals and characters. Recognising the potential of this soft power, the Thai government has started focusing on initiatives and investments in this area. For example, Moo Deng gained such popularity that she has even been featured on Japanese television. A Vietnamese colleague of mine mentioned discovering Moo Deng through social media and expressed a desire to visit and see her someday. Similarly, Butter Bear, an adorable bear character, actively engages with fans and, according to Thai fans, nearly half of the attendees at these events are Chinese.
With the growing interest in Thai content discovered on social media, we anticipate an increasing number of tourists visiting Thailand to experience these attractions firsthand.
One key point to highlight is the difference in how Thaidom is enjoyed by Thai people versus international audiences. Foreigners engage with Thai content purely for positive reasons, such as finding it fun, entertaining or adorable. In contrast, our research shows that Thai people use this content not only for enjoyment but also as a way to process and cope with negative emotions like sadness, anger or stress. For Thai people, Thaidom serves as an emotional escape, connecting them to the content on a deeper and more contextual level.
LBB> How do you see the rise in fandom shaping the way brands advertise to and communicate with consumers?
Porpia> Fandoms have shifted advertising from mass broadcasting to community-driven strategies. The Thaidom Effect shows how fan enthusiasm, from T-Pop to viral icons like Moo Deng, drives consumption and shapes marketing. Brands can engage these passionate communities by aligning with their interests, creating exclusive content and fostering inclusivity. For example,’couple marketing,’ as seen with fan-supported pairs, demonstrates how brands can embrace inclusivity and diversity to resonate with broader audiences. The authentic connections turn fans into advocates, amplifying a brand's reach and impact.
Yuko> Our ASEAN fandom sei-katsu-sha study uncovered the reasons why ASEAN (Association of Southeast Asian Nations) people become deeply engaged in fandoms. In ASEAN, issues such as social inequality, economic uncertainty and an unclear future persist. However, within fandom communities, factors like gender, age and social class are irrelevant, creating a utopian space where individuals can enjoy a sense of equality and freedom.
For marketers, it is essential to deeply understand the desires and aspirations that the target audiences expect from fandoms. They must discover meaningful touchpoints between brands and the target audiences who enjoy fandoms and provide new, innovative proposals that resonate with their values.
At HILL ASEAN, we categorise these desires into the ‘Three Matters’:
- To Matter: The desire to feel that one is a ‘needed presence’ in the world.
- To Have Something That Matters: The need to fulfill oneself by channeling love (maternal or paternal instincts) and devotion into fandoms. People want to love and cherish something deeply.
- To Have My Hopes That Matter Fulfilled: The aspiration to collectively tackle social challenges or achieve ambitious goals with others in the fandom community.
These insights provide valuable direction for marketers aiming to connect with fandom-driven people in meaningful and impactful ways.
LBB> How would you approach aligning a brand's vision with the interests and values of a specific fandom group?
Porpia> To align with a fandom, authenticity and shared values are essential. Start by understanding their core passions and emotional drivers, then connect these to your brand’s mission in a natural way. Collaboration is key – co-creating with fans fosters belonging and strengthens loyalty.
For instance, an animal-focused brand could partner with Moo Deng’s fandom through wildlife protection initiatives or exclusive merchandise. This aligns with the fandom’s passion and showcases the brand’s commitment to shared goals, boosting both engagement and trust.
LBB> Thaidom has its downfalls too, such as in the case of the ‘gold-seller influencer’ who faced controversy for allegedly selling fake gold jewellery through her online platform. How do you think this will impact consumers’ trust in advertising and what can brands do to help?
Porpia> The gold-seller influencer case underscores the need for transparency in advertising, as it can lead to skepticism among consumers. Not only that, the gold-seller case approaches consumers with the hope of getting rich quickly. This causes consumers, who may say they are now in struggling financial times, to be enlightened with hope. So, not only must brands prioritise authenticity by vetting influencers, ensuring clear disclosures, and making verifiable claims, but they should educate consumers to question this kind of influence.
LBB> You mentioned that the fandom trend has become a popular way to cope with stress and fatigue. Can you explain more?
Porpia> Fandoms offer a sense of community and joy, making them a powerful outlet for coping with stress and fatigue. Engaging with shared passions – whether through supporting favourite artists, iconic characters or events – provides emotional comfort and a break from daily challenges. It is not just entertainment. It is soul healing for some.
In addition, we have done a study recently that shows fandoms of Moo Deng or Little Bear watch them to ease stress/anxiety and to combat loneliness.
LBB> Any final insight to share?
Propia> Fandoms bring people of all ages together. From T-Pop to older generations cheering for sports teams, they’re creating connections through shared pride and passion. Every generation can connect to one another through the cuteness of Moo Deng. How amazing is it? Thaidom is more than entertainment – it’s about unity and cultural identity, showing just how powerful fandoms can be for brands and communities alike.
