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.

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.

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.

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.

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.

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.

Pandora, which implemented a 5% price hike last October, said it can absorb the current 10% universal duty but warned that steeper 鈥渞eciprocal鈥� tariffs would trigger it and its competitors to significantly increase prices because the affordable jewelry sector is heavily reliant on manufacturing in Thailand, Vietnam, India, and China.

Thailand. Vietnam.

While some, like Vietnam and Thailand, are willing to make concessions to keep their economy from taking a serious hit, others, like the UK and EU, are bolstering ties with China as both a mitigation tactic and a geopolitical statement. Trump鈥檚 brute-force reciprocal tariffs could be punishing enough to cause some trading partners to fold quickly.

Outside the US, Samsung TV Plus continues to expand with programmatic support from Magnite in markets like Singapore, the Philippines, and Thailand. Our take: Addressability is the new battleground鈥攁nd Samsung wants in.

The new policy introduces a demand shock for international markets鈥攑articularly the EU and emerging Asia-Pacific markets like China, Vietnam, Indonesia, and Thailand, while Latam appears less exposed to reciprocal penalties. Inflationary pressures are expected to hit the US especially hard, squeezing real incomes and weighing on consumer spending.