蘑菇AV

Thailand finds itself in the luxury spotlight as China鈥檚 luster fades: The country鈥檚 booming luxury travel market and growing number of ultra-wealthy shoppers is heightening the appeal.

More than half stated that ads influence purchase decisions, with Thailand (66% of respondents) and Indonesia (60%) leading. Southeast Asians were 1.6 times more likely than the worldwide average to be influenced by ads when shopping online.

Retail: Philippines (9.5%), India (8.7%), Vietnam (7.5%), Thailand (6.0%), Malaysia (5.5%). Ecommerce: Philippines (23.0%), Thailand (20.0%), India (17.5%), Malaysia (15.5%), Vietnam (13.0%). Digital buyer penetration and ecommerce sales share of total retail vary widely in Asia-Pacific. 蘑菇AV one-third of retail sales in Asia-Pacific are conducted online in 2025.

Consumers were from 18 countries, namely Australia, Brazil, Chile, Colombia, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Mexico, Philippines, Singapore, Spain, Thailand, the UK, and the US.

For example, American Express鈥� recent White Lotus collaboration capitalized on the zeitgeisty HBO show by offering travel packages to the Four Seasons resort in Thailand where some of season three was filmed. Our take: Capturing expensive travel purchases is critical to reinforcing issuers鈥� card volume as economic anxieties make consumers spend less.

The issuer launched a White Lotus-themed deal to attract the under 30 cohort to the Four Seasons Resort in  Thailand and offers exclusive experiences at events like Coachella and the US Open鈥攂lending the components of experiential luxury and exclusivity to keep cardholders hooked.

Last July, Apple was criticized across social media for a promotional video set in Thailand that many viewers felt did not represent the modern experience of the country. Apple apologized for both ads. Tor Myhren, vice president of marketing communications at Apple, told Ad Age that the company "missed the mark" with the "Crush!" spot.

Both of those numbers pale in comparison with how much Facebook is used in countries like the Philippines, Vietnam, and Thailand. Click here to view our full forecast for Facebook user penetration, by country. Facebook鈥檚 user share is slowly declining, even in countries where it has vast popularity. It leads Instagram and TikTok almost everywhere, but their trajectories differ in most cases.

But exports to Association of Southeast Asian nation (ASEAN) countries more than made up for that decline, rising 20.8% YoY thanks to surging demand from countries such as Indonesia (up 37%) and Thailand (28%). Temu and Shein are shifting their ad budgets from the US to Europe in a bid to quickly gain market share before those countries also limit duty-free purchases.

HP is similarly looking to expand its factories in Vietnam, Thailand, India, Mexico, and the US. By the end of June, the company expects nearly all of its products sold in North America will be built outside of China. Lenovo said it will shift all PC production to India within three years and plans to localize AI GPU server manufacturing in Pondicherry, India, per DigiTimes.

A more affordable YouTube Premium Lite plan鈥攍aunched earlier this year in the US, Australia, Thailand, and Germany鈥攊s now rolling out to users in Mexico, Argentina, Brazil, Canada, and the UK at $7.99 per month. Premium Lite removes most video ads on YouTube and YouTube Kids but excludes music, downloads, and background play.