BLACKPINK’s LISA appointed as Amazing Thailand ambassador in US$16 billion global tourism campaign

LISA of BLACKPINK has been officially appointed as the Amazing Thailand Tourism Ambassador, becoming the face of Thailand’s most ambitious tourism push in recent years. Announced by the Tourism Authority of Thailand (TAT) on 15 October, the campaign aims to boost the country’s global image and attract more quality travellers through a US$16 billion initiative driven by soft power and cultural appeal.

Born and raised in Buriram, Thailand, LISA is not only a K-pop icon but a global superstar with immense influence across Asia, Europe, and the Americas. Her appointment is more than symbolic—it’s a strategic move by the Thai government to harness her star power to promote the nation’s rich culture, scenic destinations, and warm hospitality to a global audience.

According to TAT Governor Thapanee Kiatphaibool, LISA was selected because she represents a new era of Thailand: modern, dynamic, and globally connected. The campaign will roll out across various international platforms, featuring LISA in multimedia content that showcases local experiences, culinary heritage, traditional arts, and lesser-known destinations. TAT describes this new direction as a shift from mass tourism to meaningful, experience-driven travel—positioning Thailand not just as a place to visit, but as a cultural destination to engage with deeply.

The partnership also reflects Thailand’s broader soft power strategy, a growing focus in recent years under the government’s “5F” policy: Food, Fashion, Film, Fight (Muay Thai), and Festival. With K-pop and Thai entertainment stars increasingly gaining international recognition, LISA—as a Thai national thriving on the world stage—embodies this fusion of local pride and global aspiration. 

Officials say LISA will take on an active role in the campaign, not just as a promotional figure but as a storyteller who can introduce Thailand through her lens—bringing a youthful, stylish energy to the Amazing Thailand brand. In her statement accepting the role, LISA shared her pride in representing her homeland and her hope that the campaign would help more people around the world discover what makes Thailand special.

With global tourism on the rebound and cultural ambassadorship becoming a key tool in destination marketing, Thailand’s decision to appoint LISA comes at a pivotal moment. As the country looks to welcome a new wave of travellers seeking authenticity and cultural connection, LISA's role signals a bold new chapter for Thai tourism—one where pop culture, national identity, and global fandom collide.