Thailand’s Ministry of Commerce is mobilizing the country’s fast-growing influencer industry — now home to more than 3 million content creators — to help local brands reach international markets through a strategic partnership with the Thai Influencer Association (TIA).

Poonpong Naiyanapakorn, director-general of the Department of Business Development (DBD), said the initiative aims to strengthen Thailand’s digital marketing landscape while turning the power of influencers into an engine for global trade.

“Business models have changed significantly, and one key factor influencing consumer purchasing decisions today is the role of influencers, who have become crucial players in the online and e-commerce markets,” Poonpong said, as reported by Bangkok-based news site Khaosod.

The DBD recently met with TIA officers to outline ways to promote sustainable growth and professional standards across the influencer sector. Both sides agreed that influencers can play a transformative role in promoting Thai products and connecting entrepreneurs with global consumers, particularly as social media becomes a primary channel for brand storytelling and sales.

The TIA has made it a priority to professionalize the industry. In collaboration with the Consumer Protection Board, it has developed a code of conduct aimed at ensuring transparency, ethical behavior, and consumer trust. The association has also organized a series of training programs that teach influencers and entrepreneurs the essentials of product publicity, content creation, and effective influencer marketing. These programs encourage collaboration between brands and creators, helping Thai businesses identify influencers whose content naturally aligns with their products.

The association also promotes the use of micro-influencers — creators with smaller but highly engaged audiences — as a cost-effective strategy for brands looking to reach niche markets. By combining authenticity with targeted communication, micro-influencers have proven to be an efficient tool for small and medium-sized enterprises aiming to build credibility and expand their online reach.

To stay relevant on fast-changing social media platforms, influencers are encouraged to follow the “three contents, one live” approach, a model that balances regular content posting with live interactions to improve visibility and engagement under social media algorithms.

The collaboration between the DBD and the TIA reflects a broader effort by the Ministry of Commerce to support Thai entrepreneurs at every level, from community-based enterprises to established brands. Officials said integrating digital storytelling and influencer-driven marketing is key to driving export expansion and enhancing Thailand’s competitiveness in the global marketplace. The initiative also aligns with the government’s goal of building a sustainable and inclusive digital economy that empowers small businesses to thrive online.

The partnership comes as the global creator economy continues to surge, with more than 60 million content creators worldwide generating over $20 billion in annual economic value, according to Khaosod.

Officials said this underscores the growing influence of digital content in shaping consumer behavior and market trends. By leveraging this momentum, the DBD hopes to build a robust ecosystem that connects Thai entrepreneurs with international audiences, fosters innovation, and positions Thailand as a leader in digital commerce and creative enterprise in the years ahead.