The Rise of Thai Characters in the Global Market
The Digital Content Association of Thailand (DCAT) has highlighted the significant growth potential of Thai characters, urging creators to quickly adapt to new trends in order to remain competitive in an increasingly globalized market. According to DCAT president Sumith Simargool, the association has observed a notable expansion in the character market, driven by both domestic and international influences.
One of the key factors contributing to this growth is the rising popularity of art toys, which have brought increased attention to characters. This trend has been particularly influenced by brands like Pop Mart, a Chinese toy company based in Beijing. These companies have helped shape consumer preferences and created a broader market for characters across different demographics.
In Thailand, several local characters have gained widespread recognition, such as the pygmy hippopotamus Moo Deng and the cute and charming Butter Bear. These characters have not only captured the hearts of the public but have also brought attention to the potential of locally-created content. Their success has demonstrated that Thai characters can compete with international counterparts and even inspire new trends.
This growing interest in characters is closely tied to the rise of “kidults”—adults who maintain an interest in products traditionally aimed at children. Many Thai consumers who grew up with comics and cartoons are now adults with substantial spending power. Some of them hold senior management positions and are open to integrating characters into their brand strategies. As a result, there are increasing opportunities for collaboration between character creators and businesses.
Expanding Opportunities for Character Usage
The demand for Thai characters has led to a surge in collaboration opportunities across various industries. More organizations are now open to using Thai characters in their marketing campaigns, recognizing the value they bring to branding and consumer engagement. This shift has opened doors for creators to explore new applications for their intellectual property (IPs), leading to more sustainable growth in the sector.
Mr. Sumith expects the market to continue its upward trajectory in the coming year, attracting more new creators to the industry. The DCAT aims to support stakeholders in the character industry by promoting business opportunities and helping creators develop their IPs for broader use.
Licensing Show ASEAN 2025: A Platform for Growth
Kavin Intertrade recently organized the Licensing Show ASEAN 2025 at Bitec Bang Na, which took place from Tuesday and concluded today. This event marked the company’s first IP-focused show in Thailand and the broader ASEAN region. Its goal is to create business opportunities across multiple sectors, including characters, animation, e-sports, e-games, books, lifestyle products, collectibles, and entertainment media.
Mr. Sumith emphasized that the event serves as an important platform for Thai creators to gain knowledge about the character business and related aspects of trading. For buyers, it also helps raise awareness that Thai character creators are available and willing to collaborate. Thai creators and their characters already have strong fanbases that brands can tap into through strategic partnerships.
He encourages Thai creators to be quick to learn, adaptable, and ready to offer flexible solutions to their partners. For instance, adjusting their characters to fit specific branding requirements can make collaborations more effective and appealing.