As 2024 draws to a close, Thailand NOW reflects on a year brimming with viral sensations. From chart-topping pop hits and critically acclaimed films to whimsical shopping trends and adorable viral icons, these cultural trends not only entertained but demonstrated Thailand’s capacity to resonate with the world, leaving fans eager for what’s next in 2025.
Thai cinema dominates with critically acclaimed drama
The Thai film industry made waves in 2024 with two standout films that embraced their cultural roots: “How To Make Millions Before Grandma Dies” and “The Paradise of Thorns.”
Directed by Pat Boonnitipat, “How To Make Millions” is a heartwarming dramedy about family and redemption. M (Putthipong “Bilkin” Assaratanakul) hatches a plan to curry favor with his terminally ill grandmother, Amah Mengju (Usha Seamkhum) in order to get her inheritance. Over time, however, he finds himself growing closer to her and feels conflicted about his scheming.
“How to Make Millions” has shattered box office records across Southeast Asia and Oceania, becoming the highest-grossing Thai film in Australia, New Zealand, Indonesia, Singapore, Myanmar, Vietnam, Malaysia, and the Philippines. It has since won several accolades and has been shortlisted for Best International Feature Film at the 97th Academy Awards.
Directed by Naruebet Kuno, “Paradise of Thorns” is a romantic drama that takes place before the passing of the Marriage Equality Act. It tells the poignant story of a gay couple, Thongkham (Jeff Satur) and Sek (Pongsakorn “Toey” Mettarikanon), who tend a durian orchard together in rural Mae Hong Son. When Sek dies in a tragic accident, his mother Saeng (Srida Puapimol) and her adoptive daughter Mo (Engfa Waraha) inherit the farm as next of kin, and Thongkam must fight to reclaim the “fruits” of his love and labor.
The film, which premiered at the Toronto Film Festival, is lauded for its delicate approach to the “thorny” issues of same-sex inheritance and its bewitching portrayal of rural Thailand. “Paradise of Thorns” is the third-highest-grossing Thai film of 2024.
LISA and Jeff Satur top Thai pop charts
While Taylor Swift was the undeniable pop star sensation of 2024 with her record-breaking Eras Tour, Thailand had a different queen of pop. According to Spotify Wrapped Live Thailand 2024, the music-streaming platform’s first live event in Thailand, LISA of BLACKPINK was crowned as Thailand’s Top Artist of 2024.
In 2024, Lalisa Manobal dropped not one but three singles: “Rockstar,” “New Woman” featuring Spanish singer Rosalia, and “Moonlit Floor,” an interpolated revival of the 90’s pop hit, “Kiss Me” by Sixpence None The Richer. These singles were the fifth, sixth, and seventh most-listened-to track on Spotify, respectively.
“Rockstar” got special attention here in Thailand due to the buzz surrounding its production. Lalisa had the music video shot in Bangkok’s Chinatown, Yaowarat Road, among other locations, compensating shopowners for closing the street for filming. Once the music video dropped, visitors flocked to Yaowarat, further stimulating the local economy.
Meanwhile, Worakamol “Jeff” Satur swept three awards at the Spotify event, earning Thailand’s Top Local Song of 2024 and Top Song from the platform’s “T-Pop Now” of 2024 for his hit song, “Ghost,” as well as the Top Local Album of 2024 for his debut album “Space Shuttle No.8.” Jeff is also known as an actor, having starred in Thai films and television series.
Moo Deng, Butterbear, and other animal icons
It’s impossible to do any yearly wrap-up of Thailand without mentioning Moo Deng. This pygmy hippo at Khao Kheow Open Zoo in Chonburi province captured hearts worldwide with her playful antics, spawning merchandise, LINE stickers, theme songs, and even a cryptocurrency. Her likeness has since been trademarked by the Zoological Park Organisation of Thailand (ZPOT) to support wildlife conservation funding in Thailand.
Several zoos around the world have since elevated their own pygmy hippos as nature conservation mascots, such as Berlin Zoo’s Toni. Moo Deng, whose name means “bouncy pork” in Thai, has a family including an older brother, Moo Toon (“braised pork”) and older sister Moo Wan (“sweet pork”).
Similarly, sister tigers Eva and Luna have drawn several zoogoers at Chiang Mai Night Safari. They are a rare breed of golden tigers, also known as strawberry tigers Eva’s sweet demeanor made her an instant hit. Though now off-display for reproductive care, her sister Luna continues to charm visitors.
Meanwhile, Butterbear has taken over downtown Bangkok, where the lovable dessert store mascot has gained fame for her TikTok dances and themed outfits. Her popularity among Chinese and South Korean tourists has led to travel campaigns with the Tourism Authority of Thailand, and even a live performance at the Spotify Wrapped event.
The rise of art toys and blind boxes
Art Toys have surged in popularity, driven by their novelty, nostalgia, and exclusivity. Targeted at “kidults” — adults who enjoy collecting toys — these collectibles feature intricate designs, rich character backstories, and emotional appeal.
Brands like Pop Mart thrive on limited-edition releases and “blind box” concepts, creating a treasure-hunt thrill that drives social media buzz and fan engagement. Similar concepts have been explored with Gashapon vending machines and Blue Bangkok’s architectural collectibles.
There are several different series of art toys, but Hong Kong artist Kasing Lung’s Labubu has emerged as a clear favorite in Thailand, having been catapulted into the spotlight by LISA. The Thai popstar was spotted with a Labubu keyring on her bag in 2023 and later shared a photo with a giant Labubu doll on her social media.
Nisa “Mod” Srikumdee, better known as “Crybaby Molly,” is a Thai artist who’s found considerable success with her “Crybaby” art toys. The concept first entered the public consciousness through her solo exhibitions, “Cry Me A River” at Warehouse 30 and “Every/Cries/Sometimes” at River City Bangkok. The Crybaby Molly art toys have since exploded in popularity, with brand collaborations featuring Cartoon Network characters The Powerpuff Girls (🇹🇭).
Paul Rujopakarn 
Teerin Julsawad