EternityX Marketing Technology Limited, a leading AI-powered marketing company and global expert in Chinese audience engagement, has officially launched its Thailand office with the unveiling of the S.E.A of Change | Thailand Edition whitepaper. The comprehensive study, conducted in collaboration with iResearch, reveals that Chinese Media Users — a rapidly growing, high-spending, and culturally connected consumer segment — represent one of the most influential and financially powerful consumer groups in Thailand, with 47% spending over USD 7,000 (approximately 231,000 THB) annually on premium products, the highest proportion among the three Southeast Asian countries surveyed.
Charlene Ree, CEO & Founder of EternityX Marketing Technology revealed Chinese Media Users are not defined by nationality, but by their active engagement with Chinese digital platforms while living across Southeast Asia. In Thailand, this segment has emerged as “Aspiration Trailblazers” – lifestyle-oriented, digitally-savvy consumers who prioritize experiences and are heavily influenced by social media trends.
“The official launch of our Thailand office marks a significant milestone in EternityX’s expansion across Southeast Asia,” said Ms. Ree. “As a leading AI-powered marketing company with proven expertise in Chinese audience engagement globally, we are uniquely positioned to help Thai brands unlock unprecedented growth opportunities through precision targeting and culturally intelligent marketing strategies.”
Deric Wong, Chief Business Officer, Global, EternityX added that, “Chinese Media Users in Southeast Asia represent more than just consumers – they are cultural bridges, economic drivers, and digital natives who are fundamentally redefining how businesses should approach the region. By connecting brands with these influential communities, we create pathways for sustainable growth that honor cultural heritage while embracing modern innovation.”
Wong, together with Simon Zhong, Head of Insights & Product Innovation, Global, and Ms. Celin Chen, Deputy General Manager China from EternityX – shared key insights from the “S.E.A of Change| Thailand Edition: The Rise of Chinese Media Users Redefining Modern Living and Consumer Power” whitepaper revealing Thailand leads Southeast Asia in Chinese digital platform adoption, with 78% of Chinese Media Users preferring Chinese applications for daily use – the highest proportion among Singapore (70%), Malaysia (71%), and Thailand, demonstrating the strongest digital integration with Chinese platforms in the region. The research found Chinese Media Users in Thailand demonstrate exceptional spending power with 47% spending over USD 7,000 annually on premium products, surpassing Singapore (42%) and Malaysia (43%). Additionally, 36% show strong preference for cross-border e-commerce and livestream shopping, while 14% spend 4+ hours daily on digital media platforms – the highest among the three markets. Their purchase decisions are heavily shaped by social media, KOLs, and brand campaigns.
The research identifies exceptional engagement in specific categories including liquor (Index 139), cosmetics (Index 117), and electronics (Index 109), while WeChat Pay shows 45% adoption rate among this segment. This consumer power is supported by substantial Chinese investment flows, with Chinese/Taiwanese companies investing THB 109 billion in 2024 – a 43.1% increase – creating over 30,000 jobs, while Chinese buyers represent 10.8% of condominium transfers and Chinese students in Thai universities increased 455% from 2013-2023.
The study reveals four critical strategies for brands targeting this segment: experience-centric marketing focused on lifestyle enhancement and social status elevation, social influence maximization through KOLs and peer validation, trend leadership positioning, and cross-border commerce excellence with integrated international capabilities. Payment integration proves crucial as 54% consider brand acceptance of Chinese payment methods important, with 11% refusing purchases from brands without these options. Media consumption patterns show preferences for product reviews and tutorials, while using Simplified Chinese in promotional content drives immediate purchase intent for 43% of users, demonstrating sophisticated navigation between Chinese platforms like WeChat, Douyin, and Xiaohongshu alongside local digital ecosystems.
4 Key Strategies to Build a Brand and Win the Market
Brands seeking success in Thailand should integrate with users’ lifestyles and culture, create engaging content through Chinese social media platforms in collaboration with KOLs and live-streamers to build trust and drive purchases, while offering cross-border e-commerce channels and Chinese payment options.
Additionally, designing promotions that blend value, urgency, and cultural familiarity, emphasizing authenticity, sustainability, and product effectiveness in communications, along with using Chinese language and bilingual content, will be key to reaching and engaging this target audience, advised Wong.
“Thailand represents a tremendous opportunity for brands to connect with Chinese Media Users who have significant purchasing power and cultural influence,” said Santiphong Pimolsaengsuriya, Partner, EternityX Marketing Technology (Thailand) Co., Ltd. “Our Thailand office is strategically positioned to help local and international brands navigate this unique market segment through culturally intelligent approaches and deep understanding of both Thai and Chinese consumer behaviors.”
EternityX’s Thailand office provides comprehensive services including AI-powered precision audience targeting, cultural intelligence solutions with authentic content strategies, cross-border commerce enablement with integrated logistics and payment solutions, and social influence amplification through strategic KOL partnerships. As a global leader in Chinese audience engagement, EternityX addresses the unique challenges of this consumer segment through deep cultural and digital expertise, proprietary AI technology with 95% targeting accuracy, proven cross-border methodologies, end-to-end integration eliminating multiple vendors, and native Simplified Chinese content mastery with deep platform integration that enables the authentic engagement driving immediate purchase intent.
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