If you’ve been in Thailand lately, you already know: TikTok isn’t just a thing here – it’s the thing. More than eight out of 10 Thais online scroll the app every month, ranking us first in Asia and second in the world according to We Are Social. That’s double the global average.
But here’s the tea: the application is basically Thailand’s biggest stage. It’s not just about lip-syncs, dance trends or that one guy reviewing weird snacks anymore. This platform is a virtual community that spins itself as a variety show, a shopping mall and a global runway. Thai humour, street food hacks and slang can go from niche to internationally viral overnight.
Why this matters (more than you think)
In a world where mass media is fading, things that used to be hard to promote like small cafes, don’t need billboards anymore. One well-timed TikTok from a micro-influencer can create a queue down the street. K-pop may have paved the way for cultural soft power but Thai creators are right behind, serving up their own distinct flavor to the world.
Thailand’s 13-million-strong Gen Z (ages 12–28) is a hyper-online bunch with a sixth sense for spotting cringe and devotion to authenticity. For them, TikTok isn’t just a social app; it’s the Swiss Army knife of the internet. It’s where you TikTok it instead of Googling, where a single scroll can spark an add-to-cart spree and where travel dreams are born.
This is where it gets wild. Thai teens are becoming content creators, influencers and even chart-topping artists before they can legally rent a car.
Take BabyJolystar, who kicked things off by making parody skits where he played an entire cast of characters himself, dropping viral slang via Inside Out 2 parodies and livestreaming Roblox (the digital playground for today’s kids). Somewhere in between, he cranked out hit songs and levelled up to music stardom. These days, he’s swapped some of the chaos for bite-sized educational clips that are just as binge-worthy.
Then there’s Punch Puntita – the internet sweetheart whose appeal goes way beyond her adorable looks. She’s also juggling medical school, proving she’s got both brains and charm. That mix of cute and capable made her the perfect fit for ILLSLICK’s nationwide hit music video, ‘1 am at khu meuang’.
And Dev? He’s the style disruptor of the moment. His streetwear fits are what all Gen Z kids want in their wardrobes. One off-the-cuff street interview at Siam Square blew up on TikTok and just like that, his place on the platform’s fashion front row was secured.
Even ordinary highschoolers are filming their daily routines, from wake-up to last bell and turning their short clips into sponsorship deals. It’s proof that simple, relatable content never goes out of style. With just a phone, a ring light and an idea, Thai teens are turning TikTok into a career starter-kit disguised as an entertainment app.
TikTok could do for Thai food, fashion and tourism what K-dramas did for Korea. It’s already breaking borders – no translation needed. And with Gen Z’s eco-conscious mindset, brands with a green story have an even bigger chance to shine. In this country, this app is everything: a search bar, a shopping mall, a career launchpad, a trend lab and a cultural megaphone. For someone under 30s, it’s where life happens.