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Marketing Calendar in Thailand – 2025 Edition
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Thailand, a country blending traditional values with modern lifestyles, is an expanding and promising market for brands stepping in.
For those seeking success in the Thai market, a well-planned marketing calendar is an indispensable tool for navigating this vibrant market and comprehending consumer behaviours.
Cultural sensitivity and a digital-first mindset shape Thai consumers’ buying behaviour. 88% of Thai consumers actively engage in social commerce. Furthermore, they embrace a mobile-centric lifestyle and shopping style driven by social influence.
Thailand showcases cultural diversity through numerous religious observances, royal family celebrations, traditional festivals, and global events.
By grasping these intricacies, marketers can craft campaigns that deeply resonate with Thai consumers. The mix of traditional values and modern shopping habits is challenging but offers brands an excellent chance to connect with their audience.
Learn about the most popular social media platforms in Thailand here →
Here is an overview of remarkable dates you should highlight in your marketing calendar.
Are you ready to take your marketing in Asia to the next level? Download our 2025 Japanese marketing calendar here, or read about what’s coming up in Taiwan here.
January marks the start of a new year, which is celebrated with New Year’s parties, fireworks, and family gatherings.
For the Thai-Chinese community, the Lunar New Year is a significant event. It usually happens between late January and early February. Families reunite over feasts and gift red envelopes for luck.
January is all about new beginnings. Brands should emphasize themes of renewal, prosperity, and fresh starts. Launching new packaging in red and gold or personalized ‘new beginning’ promotions can connect with customers.
Love is in the air in February as couples across Thailand celebrate Valentine’s Day. From romantic dinners to gifting flowers, chocolates, and thoughtful surprises, it’s a prime time for marketers. For many, it’s a time to reflect on relationships and celebrate affection.
February is your chance to tap into the universal emotion of love. Create campaigns that are not just about products but about feelings. Run social media campaigns that ask users to share their love stories. Create “love-inspired” challenges with hashtags to boost engagement.
Source: Starbuck 2024 Valentine campaign
Wan Stree Nah, or International Women’s Day, on March 8th is a global celebration. This day honours women’s achievements and supports gender equality. In Thailand, it’s an opportunity to highlight women’s contributions to society and promote inclusivity.
Brands should focus on empowerment, appreciation, and equality. They can launch campaigns that celebrate strong, inspiring women through influencer partnerships, storytelling, or community involvement. Brands can also partner with women’s organizations to raise awareness and promote gender equality.
April is a month of joyful chaos and meaningful reflection. Songkran (April 13-15), Thailand’s traditional New Year, is famous for water fights, family bonding, and visiting temples. At the same time, Earth Day (April 22) encourages consumers to reflect on environmental sustainability.
Songkran is all about fun, excitement, and togetherness. Capitalize on this playful spirit by promoting water-resistant products, outdoor gear, or festive clothing. To encourage participation, consider launching “Songkran specials” or interactive social media campaigns, such as water-themed contests.
On Earth Day, inspire change with eco-friendly campaigns that highlight sustainability. Brands can promote green products or partner with environmental organizations to align with the values of conservation and mindfulness.
Visakha Bucha Day, also known as Buddha Day, is an important holiday. Buddhists and some Hindus celebrate it across South and Southeast Asia. This is a time of quiet reflection, mindfulness, and acts of kindness and charity.
May offers a chance to align your brand with peace, compassion, and inner growth values. Brands offering wellness, mindfulness, or self-care products should grab this chance to attract an audience. Brands can think of launching campaigns encouraging reflection and gratitude. Partner with charitable organizations to highlight acts of kindness and community support.
Pride Month, initially celebrated in the United States, has become an international event embraced by many countries worldwide. It’s a time to celebrate the LGBTQ+ community, advocate for rights, and promote inclusivity. In Thailand, people celebrate it through parades, cultural events, and awareness campaigns.
Pride Month offers brands an excellent opportunity to support diversity and equality. Use rainbow symbols and inclusive messaging in your marketing to connect with LGBTQ+ consumers and allies. Consider collaborating with LGBTQ+ influencers or organizations to showcase your commitment to inclusivity. Whether through special-edition products or donations to LGBTQ+ causes, authenticity is key to gaining customer trust.
Unlike other months of the year, which are filled with numerous festivals, July marks the peak of the mid-year sales season in Thailand. During this period, brands shift their focus from festival-themed campaigns to offering the most attractive promotions to consumers. Brands can leverage digital marketing tools to enhance visibility and boost sales during this time.
Read our blog about LINE app in Thailand, and why it’s an essential digital marketing tool for brands here →
August 12th is the birthday of Queen Sirikit. It is also National Mother’s Day, which honours the essential roles mothers play in families and society. This profoundly emotional occasion is marked by gratitude and family celebrations.
This month is the perfect time to tap into the emotions surrounding family and maternal love. Emotional campaigns celebrating mothers’ roles—whether through family stories or quotes—will resonate well.
September marks the Mid-Autumn Festival, celebrated by the Thai-Chinese community. It’s a celebration of harvest, family, and gratitude.
September offers an opportunity to market family-centred products and traditional treats like mooncakes. Focus on themes of togetherness, tradition, and giving. Special holiday packaging, like mooncake gift boxes, can be very popular. Brands should also emphasize the idea of sharing moments with loved ones.
As Halloween gains popularity in Thailand, October becomes a month of creativity, costumes, and fun. Although Halloween is not a traditional Thai holiday, it has become a lively time for parties and trick-or-treating. Many young people enjoy themed events during this season.
October is your chance to get creative! Embrace Halloween’s fun and fantasy with campaigns that highlight costumes, themed events, or limited-edition products. Engage your audience with interactive social media challenges like “spooky makeovers” or costume contests. Halloween is a playful time, so make your brand part of the fun with something quirky, memorable, and shareable.
Source: Kampa Tour
Loy Krathong is one of Thailand’s most charming festivals. People float decorated boats on rivers to honour the water spirits. People release floating boats across the country, but Chiangmai attracts the most visitors during that time. Thousands of lanterns light up the night, creating a beautiful show for festival participants.
November’s Loy Krathong Festival is a great time for brands to impress audiences, including locals and visitors. The month calls for products that emphasize beauty, serenity, and renewal. In your marketing messages, highlight emotional connections, new beginnings, or harmony with nature.
December 5th is Father’s Day in Thailand. This day celebrates King Bhumibol Adulyadej’s birthday and honours fathers across the country. Public ceremonies, family gatherings, and expressions of respect for fathers mark this day.
This is the time to focus on gratitude, respect, and family themes. In your campaigns, highlight strong, loving, and supportive relationships. Storytelling that shows the bond between fathers and children can help build an emotional connection with consumers.
Besides cultural festivals, global shopping phenomena like Black Friday and Cyber Monday have transformed Thailand’s retail landscape. Originally from the United States, these major retail events have found their way to Thailand. They attract eager shoppers seeking discounts on everything from fashion to electronics.
As global events like these grow in popularity, Thai consumers have increasingly embraced the chance to score great deals. These are key times for brands to capture attention and drive sales.
Thai brands can harness these international events while maintaining their cultural authenticity through strategic approaches, such as designing promotions around Thai consumer preferences. This strategy helps brands maintain authenticity while capitalizing on worldwide retail momentum.
The secret to successful marketing in Thailand is respecting and embracing these cultural aspects while also being innovative. Start planning your 2025 marketing calendar now – research local festivals, learn about their importance, and create campaigns that directly appeal to Thai consumers.
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