Pop star by day, Thai ambassador by night, Lalisa “Lisa” Manoban from K-pop girl group Blackpink, has been appointed as the next new face of Thailand.
She has been named an ‘Amazing Thailand' tourism ambassador for a year, a role which Tourism Authority of Thailand (TAT) hopes will highlight the Kingdom’s appeal as a quality leisure destination.
Calling Lisa “one of Thailand’s greatest sources of pride”, TAT hopes to tap on her influence to attract a wider international audience, and reach a tourism revenue of over three million baht (US$91,500) by 2026.
“Collaborating with Lisa as the Amazing Thailand Ambassador marks another significant milestone in presenting the charm, diversity, and wonders of Thailand from a fresh perspective – one that will inspire both Thai people and international visitors to discover the magic of Amazing Thailand together,” said TAT governor, Thapanee Kiatphaibool.
Lisa, whose real name is Lalisa Manobal, hails from the Thai province of Buriram. She has become one of Thailand’s most influential global figures through a mix of music and fashion projects, with 106 million Instagram followers.
The new campaign will follow Lisa on a “journey of rest and renewal” in Thailand, closely aligned with TAT’s new global theme, “Unforgettable Experience: Healing is the New Luxury”.
With visitor numbers to Thailand down 7.5% year-on-year to about 25 million from January to mid-August this year, TAT expects the collaboration to reach up to one billion online views, and draw between five to 10 million new trips to the country in 2026.