UTCC Concludes UBS Live Contest 2026 with Over 1 Million Baht in Sales

The University of the Thai Chamber of Commerce (UTCC), in collaboration with the Young Entrepreneur Committee (YEC) and the Thai Influencer and Creator Trade Association (TITA), has officially concluded the 'UBS Live Contest 2026'. The competition served as a platform for students to demonstrate their skills in live commerce, a rapidly growing sector in Thailand's digital economy. According to reports from Prachachat Business, the event successfully generated over 1 million baht in total sales through the students' live streaming efforts.

For residents and visitors, this event highlights the increasing professionalization of social commerce in Thailand. As live streaming becomes a primary retail channel, the success of these students underscores the shift in consumer behavior toward interactive, creator-led shopping experiences. This trend suggests that local businesses are increasingly integrating influencer marketing and real-time engagement to drive revenue.

While the competition has concluded, the long-term impact on the participants' career paths and the specific strategies that led to the highest sales figures remain to be confirmed. The event serves as a benchmark for how academic institutions are aligning with industry demands to foster a new generation of digital entrepreneurs in the Thai market.