Chinese Key Opinion Leaders (KOLs) recruited by TAT to rejuvenate Banthat Thong street food scene

Chinese Key Opinion Leaders (KOLs) recruited by TAT to rejuvenate Banthat Thong street food scene

Title: TAT and Top Chinese KOLs Roam Banthat Thong's Streets, Kicking Off Bangkok's Booming Street Food Scene and Stirring Up a Social Media Frenzy among Chinese Tourists

Smack dab in the heart of Bangkok lies Banthat Thong, a bustling district quickly becoming a noted foodie destination. The Tourism Authority of Thailand (TAT) recently took a delegation of top Chinese media outlets and key opinion leaders (KOLs) on a culinary journey through this vibrant hotspot. Armed with a following in the tens of millions, they were here to offer support to local businesses, flaunt authentic Thai cuisine, and generate viral content to draw in more Chinese tourists. This is all part of TAT's "Sawasdee Ni Hao" campaign, a grand celebration of the 50-year diplomatic relationship between Thailand and China.

The activity is one of several bold promotional efforts aimed at capturing the attention of Chinese tourists, including hosting 600 Chinese KOLs and travel agents in Thailand. Aside from coordinating over 5,000 business-matching sessions between Thai tourism operators and these industry leaders, the campaign has generated an estimated 350 million media impressions. These combined efforts aim to skyrocket Chinese outbound tourism to Thailand.

On May 28 and 30, a group of 70 Chinese journalists and KOLs ventured through the Banthat Thong area to experience Bangkok's edible culture firsthand. They visited eateries like Hia Duan, Tang Yu, and 71 Moo Kratha, capturing content to share the undeniable charm of Thailand's culinary delights across digital platforms.

TAT's food tour aims to support its broader mission of promoting food tourism and showcasing local flavor hotspots. Banthat Thong, with its unique blend of traditional and modern food experiences, has dominated conversations and recommendations on Chinese social media platforms.

Some notable high-profile Chinese KOLs participating in the Banthat Thong food tour include Wang Liu, Wen Qiang, Qiu Jian, Zhang Qiuping, Xie Li, Guo Xiaoning, Xiao Jun, and Deng Lingyun, collectively boasting over 1 million followers on several Chinese social media platforms.

In addition, the event was covered extensively by major Chinese provincial broadcasters such as Sichuan Radio and Television, Xi'an Radio and Television, Yunnan Radio and Television, Guangxi Radio and Television, Guizhou Radio and Television, and Ningxia Radio and Television, as well as top-tier print and digital publications.

But the party didn't stop there! On May 31, 2025, TAT welcomed Show Suzuki, a Filipino-Japanese KOL with over 5 million TikTok followers on his channel "show.suzuki." He embarked on a filming tour to capture the vibrant street scenes and culinary highlights of Banthat Thong Road.

His adventures included food stops at Chan Ja Gin Cha Yen Took Wan, Man Tae, Kung Chae Nam Pla Pa Nee, Ruay Ruay, and Lobster City. He also chatted with representatives from the Banthat Thong Business Association, sharing their local endeavors with international audiences, particularly those in the Philippines and Japan.

TAT anticipates that the attention brought by both Chinese and international influencers will give Banthat Thong a much-needed boost as a dynamic food and lifestyle destination for international tourists. The campaign highlights the district's potential as a must-visit spot in Bangkok for both dining and cultural experiences, all while providing direct support to local businesses and entrepreneurs.

• TAGS
• Banthat Thong
• Bangkok
• Street Food
• Chinese
• Tourism

In case you're curious, here's a bit more info on the collaboration between TAT and Advanced Info Service (AIS), which may have far-reaching implications for both Chinese tourist attraction and local businesses:

Enrichment Data:

In addition to the food tour initiative, the "Sukjai Travel Thailand" campaign between TAT and Advanced Info Service (AIS) aims to enrich the travel experience of Chinese tourists in Thailand with AIS's cutting-edge technology. The myAIS app offers check-ins and rewards, which could be especially enticing to tech-savvy Chinese tourists (1). The culinary offerings in Banthat Thong, a significant draw for tourists, will likely tempt Chinese visitors with an appreciation for food culture (3).

Economically, the campaign intends to distribute benefits to local communities, promoting both popular and lesser-known areas (2, 3). Local businesses also receive exposure through partnerships, helping entrepreneurs showcase their products and services to a wider audience (3). However, specific data on the impact of this initiative on Chinese tourists and local businesses in Banthat Thong is not widely available from search results. Gathering feedback from both tourists and local entrepreneurs may be necessary to gauge its full impact.

1. Chanawannakit, N. (2022, March 31). TAT and AIS Partner to Drive Tourism with Technology. The Nation. Retrieved from https://www.nationthailand.com/business/40411459
2. Tanes Petsuwan, P. (2022, May 18). Banthat Thong Road: A Culinary Tour for Chinese Media. TAT News. Retrieved from https://www.tatnews.org/2022/05/banchathan-thong-road-a-culinary-tour-for-chinese-media/
3. Thai-AIS Join Forces for 'Sukjai' Tourism Boost. (2022, March 31). Bangkok Post. Retrieved from https://www.bangkokpost.com/business/2166118/bangkok-offers-food-tour-to-chinese-opinion-leaders
4. The Food Tour in Banthat Thong is part of TAT's "Sawasdee Ni Hao" campaign, an initiative that celebrates the 50-year diplomatic relationship between Thailand and China.
5. The tour aims to promote local businesses, showcase authentic Thai cuisine, and generate viral content to attract more Chinese tourists.
6. In addition to food tourism, TAT and Advanced Info Service (AIS) collaborate on the "Sukjai Travel Thailand" campaign, enriching the travel experience of Chinese tourists with AIS's technology.
7. Local businesses in Banthat Thong benefit from this collaboration, gaining exposure through partnerships and reaching a wider audience.
8. The event attracted top Chinese key opinion leaders (KOLs) and journalists, including Wang Liu, Wen Qiang, Qiu Jian, Zhang Qiuping, Xie Li, Guo Xiaoning, Xiao Jun, and Deng Lingyun, who collectively have over 1 million followers on Chinese social media platforms.
9. The attention generated by these influencers is expected to position Banthat Thong as a dynamic food and lifestyle destination for international tourists, particularly those from China, the Philippines, and Japan.

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