Tourism
Chinese Media Consumption Trends Reshape Thailand's Premium Market
A new report by EternityX highlights how Chinese expatriates and tourists in Thailand are leveraging cross-border digital platforms, presenting significant opportunities for local brands.
According to a report released on September 1, 2026, by the Hong Kong-based digital marketing firm EternityX, the media consumption habits of Chinese nationals in Thailand are undergoing a significant shift. The study, titled 'Beyond Borders: The Rise of Chinese Media as APAC’s Influence Ecosystem (Thailand Edition 2026),' indicates that Chinese tourists and long-term residents are increasingly relying on cross-border platforms, social media, and AI-driven search tools to navigate their lives in Thailand.
For travelers and residents, this trend suggests that the Chinese consumer base in Thailand is highly active and digitally connected. The research identifies this group as a premium market segment, noting an average annual purchasing power of 2.7 million baht, with actual annual spending reaching up to 3.35 million baht per person—the highest among the five markets analyzed in the study.
EternityX suggests that Thailand currently represents a premium market where investment remains below its full potential. By integrating familiar digital ecosystems and trusted community platforms, local brands have a strategic opportunity to engage more effectively with this demographic. While the report highlights the high spending capacity and evolving digital behavior of this group, it remains to be seen how local businesses will adapt their marketing strategies to capture this long-term potential and whether these digital trends will continue to influence broader consumer patterns in the region.