TAT Showcases Thai Heritage in New Campaign Featuring LISA and Local Artisanship

The Tourism Authority of Thailand (TAT) has unveiled a behind-the-scenes look at its latest television campaign, “feel all the feelings,” starring global icon Lalisa “LISA” Manobal as the Amazing Thailand Ambassador. The project aims to capture not just the scenic beauty of Thailand’s destinations but also the emotional resonance and cultural depth that define Thai tourism. According to TAT News, the campaign places a strong emphasis on local fashion and artisanal handicrafts, elevating them as central elements of the narrative and reflecting the country’s rich heritage

The campaign’s fashion component is particularly notable, with LISA donning outfits designed by celebrated Thai brands that fuse traditional motifs with modern aesthetics. For instance, a white ensemble by Muscovy Studio ingeniously incorporates Thai wickerwork into its design, while a golden gown from UNKUNIYA shimmers with layered sequins and a sweeping silhouette. “Through a seamless blend of contemporary design and traditional Thai heritage, attires and accessories worn by ‘LISA’—crafted by Thai designers and brands—present the charm of stylish, modern Thai fashion into the spotlight,” the campaign highlights

Beyond couture, the campaign features locally crafted accessories and household items that embody the everyday artistry of Thai communities. Among these are palm leaf fans from Buriram, which represent both functional beauty and generational craftsmanship, and Chang Moi rattan chairs from Chiang Mai, prized for their warmth and classic appeal. The Pakakayo shoulder bag from Mae Hong Son showcases traditional weaving techniques, and the iconic Rooster Bowl from Lampang, registered as a Geographical Indication product, stands as a testament to the region's ceramic heritage. These artifacts are not only visually striking but also serve as vessels for the stories of their makers and the communities they represent

Accessories for LISA’s looks were chosen with equal care, including golden jewelry from SARRAN inspired by Thai flora and the journeys of Ayutthaya-era ambassadors. Each piece, such as those modeled after ‘Dok Rak’ (Crown Flower), was designed to “convey the vibrancy and vitality of nature, inspired by the beauty of Thai flora, specifically a symbol of faith like ‘Dok Rak’ (Crown Flower),” according to the campaign materials. The use of such symbols bridges the gap between local tradition and global fashion, reinforcing the campaign’s message of cultural pride and international appeal

The TV campaign’s attention to artisanal detail extends to its set design and props, with every item meticulously sourced to reflect the authenticity of Thai life. From the Bo Sang umbrellas of Chiang Mai to the subtle presence of palm leaf fans on set, each element was selected to create an immersive experience for viewers and highlight the living heritage of Thai craft. As the campaign puts it, these items are “meticulously selected to establish an authentic atmosphere as well as to vividly reflect the local way of life and identity.”

From the OG Lab newsroom perspective, this campaign marks a significant effort by Thailand to position its cultural heritage at the forefront of its tourism appeal. For Koh Samui residents and visitors, the spotlight on local artisanship and design underscores the value of seeking out authentic, community-made products and experiences across the country. As Thailand continues to blend tradition with modernity, such initiatives are likely to shape the travel experience for a new generation of culturally curious tourists