Thailand’s Department of Business Development (DBD) is amplifying its commitment to the digital economy by backing a new initiative titled “Kick Off to Promote Thai Influencers.” In collaboration with the Thai Influencers Association, the program is designed to help Thai content creators scale their reach internationally and lift community economies through enhanced digital branding and global market access.

DBD views influencers as pivotal to modern entrepreneurship. The agency notes that the global creator economy now includes over 60 million content creators, generating more than US$20 billion annually. In Thailand, the influencer ecosystem is expanding rapidly. Media Intelligence Group estimates that by 2025 some three million individuals will be active in the industry, up from two million the prior year, amid rising shifts in consumer behaviour toward personalized content. The total advertising expenditure in Thailand reached 88 billion baht in 2024, with digital channels capturing roughly 38 billion baht of that spend. The sector’s growth is also reflected in the surge in influencer marketing, which is now valued at an estimated 45 billion baht. DBD aims to harness this momentum by enabling entrepreneurs and creatives to adopt digital tools, refine content strategies, and access cross-border collaborations. The new project will offer training, marketing support, and infrastructure to bring local products and culture to global audiences. The policy aligns with DBD’s prior efforts to propel Thai businesses into e-commerce, partnering with agencies like THNIC, the Thailand E-Commerce Association, and ETDA to help small and medium enterprises (SMEs) transition online. While the influencer sector’s growth has drawn attention, it also faces calls for regulatory oversight. The National Economic and Social Development Council has proposed a registration system and supporting policies to ensure transparency, fair competition, and social responsibility for creators whose reach affects millions of consumers. With the new DBD initiative, Thailand is betting that talent, technology, and cultural appeal can converge to reshape how its products and narratives circulate globally.