Thailand called to oversee thriving 45-billion-baht influencer market

The influencer economy is booming globally and in Thailand. AI is driving growth, but concerns exist regarding platform dependence and the need for stronger standards and fairer rules to ensure competitiveness and protect consumers.

Key Points

• The global influencer economy is booming, projected to reach $607 billion by 2032, driven by AI’s efficiency gains. Thailand’s market is also growing, particularly in food, beverage, fashion, and beauty, but faces platform dependence concerns.
• Major markets like China, the US, and South Korea are balancing industry promotion with regulations, addressing issues like fake engagement, AI content, and disclosure. This ensures a healthier, more competitive environment.

• Thailand requires stronger standards and fairer rules for its influencer ecosystem. Proposed measures include quality certifications, enhanced promotion, skills development, accessible governance, equitable platform dealings, and support for market expansion to boost global competitiveness.

Global Influencer Economy’s Rapid Expansion

The global influencer economy is experiencing explosive growth, evolving from simple online content into a complex commercial ecosystem. This sector now encompasses advertising, e-commerce, brand promotion, digital services, and consumer engagement. Projections estimate the global influencer economy was valued at US$43.9 billion in 2023, with an anticipated average annual growth of 33.9% leading to a projected US$607 billion by 2032. Influencer marketing, specifically, was valued at US$32.6 billion in 2025 and is expected to surge at an impressive 51.9% annual growth rate through 2032. Artificial intelligence is a significant catalyst, reducing barriers to entry and enhancing content creation efficiency, contributing to the rise of an estimated 127 million influencers worldwide in 2025.

Thailand’s Influencer Market Dynamics and Regulatory Approaches

Thailand’s influencer market is also exhibiting robust growth, projected to increase by 15–20% annually from 2025 to 2029, with the food/beverage and fashion/beauty sectors being dominant users. However, a critical concern is the heavy concentration of influencer marketing on TikTok, which accounts for a substantial 66% of activity, raising issues of platform dependence and power imbalances. In contrast, countries like China, the US, and South Korea are actively managing their influencer economies through a dual approach of promotion and regulation. China focuses on shared responsibility for online content and professional skill development, while the US targets misleading practices like fake followers and AI-generated content, alongside antitrust enforcement and foreign interference prevention.

Recommendations for Thailand’s Influencer Ecosystem

While Thailand possesses existing policy frameworks that support the influencer economy, further enhancements are crucial for a more robust, equitable, and competitive sector. Recommendations include establishing quality certification systems for influencers, more effective promotion of the influencer economy, and investing in professional skill development for creators. Furthermore, developing accessible content governance mechanisms, promoting fairness across platforms and service fees, and supporting domestic and international market expansion for Thai influencers are vital. Implementing these measures will foster an influencer economy characterized by clear standards and enhanced global competitiveness.

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