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Why Thai Celebrities Are Fashion’s New Power Players

Global luxury brands are signing celebrity ambassadors from Thailand to tap into rising local demand and leverage the stars’ growing appeal across the wider Asia region.
Apo Nattawin Wattanagitiphat (L) wears a white with small striped print pattern shirt, a neon yellow polo shirt, a beige checkered embossed pattern blazer jacket, beige suit pants, ; Mile Phakphum (R) wears silver earrings, a white striped print pattern shirt, a black and white tweed blazer jacket, beige large suit pants, outside Dior, during the Menswear Spring/Summer 2024
Thai actors and Christian Dior ambassadors “Mile” Phakphum Romsaithong and “Apo” Nattawin Wattanagitiphat outside the brand's menswear show in Paris, in June 2023. (Getty Images)
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BoF PROFESSIONAL

Back in February, Nattawin Wattanagitiphat’s fans spared no expense in marking the Thai actor’s 29th birthday. Videos that made their way onto social media showed ‘Apo’, as he is affectionately known, wading through a sea of flower bouquet stands, multiple cakes towering over six feet tall, gold bars, cash and even a Rolex watch all gifted by his fan base. Local media reported his birthday haul totalled 50 million Thai baht or around $1.4 million.

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About the author
Tiffany Ap

Tiffany Ap is Senior Correspondent at The Business of Fashion. She is based in New York and covers marketing and the critical China market.

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