Butterbear, Thailand's popular mascot, will promote Thai tourism in a campaign starting next month.

Aiming to draw at least 10% of his 1 million Chinese fans, the Tourism Authority of Thailand (TAT) hopes to attract 8 million Chinese tourists this year.

Last year’s Chinese outbound market was approximately 130 million, with nearly 11 million Chinese visitors coming to Thailand in 2019.

Deputy Governor Nithee Sriprae announced that the campaign aims to motivate travel through Butterbear’s growing popularity, garnering thousands of new followers weekly.

Prime Minister Srettha Thavisin praised Butterbear, emphasizing his potential to inspire travel.

Tourists frequently visit the Butterbear store at EmSphere mall in Bangkok, with photo op queues forming as early as 4.30 am for the 2 pm sessions.

The 3-6 month campaign will feature Butterbear at landmarks like the Temple of Dawn and Song Wat.

Promotional activities include videos and lucky draws, targeting 20% of Butterbear’s fanbase.

This effort mirrors a trend where 69% of female Chinese tourists prefer customized tours.

TAT's previous marketing efforts with mascot Labubu aimed to sell 20,000 tour packages.

Thailand welcomed 3.7 million Chinese tourists by July 15, targeting strong year-end demand to meet its goal.