In the bustling metropolis of Bangkok, May 2025 marks an era of transformation in Thailand’s ever-thriving cosmetics industry. Spearheading this initiative is the Department of Industrial Promotion (DIPROM), whose latest endeavor aims to craft ‘Hero Brands’—a concept as empowering as it sounds. This mission forms a key part of a larger strategy designed to harness Thai fashion as a form of soft power, much like the gentle breeze that carries the aroma of local blooms through the lively streets of Bangkok.
The program, glamorously named “Brand and Product Image Development Towards Fashion Hero Brands in the Thai Cosmetics and Beauty Industry,” is a trove of knowledge ready to unlock the potential of local brands. It’s not merely about a branding facelift but rather about breathing life into brands, transforming snippets of local wisdom into treasures that appeal to global audiences. Imagine cosmetics imbued not just with vibrant colors but with stories whispered from generations past.
Heralding this vision is Ms. Duangdao Khaocharoen, the charismatic Deputy Director-General of DIPROM. With conviction, she underscores the influential role the fashion industry plays within Thailand’s economy. The allure of silk and satin has not only boosted exports but has spawned a plethora of jobs, underscoring the symbiotic relationship between style and substance. The Thai cosmetics market alone was thriving at THB 281 billion in 2024, fueled by heightened awareness of health and beauty and the seductive pull of e-commerce.
Yet, captivation comes with its hurdles. Many Thai cosmetics firms wrestle with crafting identities that captivate not only hearts but shelves around the world. Challenges such as innovative packaging and aligning with global fashion trends loom large. But fret not, for DIPROM is here to shepherd entrepreneurs towards the promised land of competitive resilience. Mastery in digital marketing, novel product development, and global branding are the keys to unlock this kingdom.
Nurturing the seeds of innovation, the “DIPROM Community – A Place of Giving” initiative, led by the creative mind of Director-General Ms. Natthiya Netayasubha, aims to amplify local entrepreneurship. The Fashion Hero Brand program empowers cosmetics pioneers to channel Thailand’s rich cultural capital into brands that speak the language of the world. It’s about crafting flagship Hero Brands that are not only loud and proud but internationally iconic.
This impactful work dovetails seamlessly with the Ministry of Industry’s ambitious reform agenda, championed by Minister Akanat Promphan. From modernization to sustainability, this agenda encompasses a spectrum as wide as it is strategic, ensuring industrial development that’s as smooth as silk woven in a Thai village.
Ms. Duangdao further illuminates the path ahead with plans to assist 25 chosen cosmetics entrepreneurs. This isn’t just a crash course in branding; it’s an odyssey into self-discovery. Each participant will delve into the essence of ‘self-worth’ before embarking on tailored mentorships in brand strategy, marketing lore, and product wizardry.
Exciting highlights include the magic of promotional video production for captivating social media, enlightening factory tours offering a glimpse into success, and the thrill of market testing. These elements are the secret ingredients to concoct standout brands that meander into modern consumer consciousness like a captivating Thai lullaby.
“This initiative is far more than a mere branding exercise—it’s a canvas for Thai entrepreneurs to paint their identity with the hues of pride,” Ms. Duangdao passionately states. “Thai beauty is layered and profound, reflecting culture, wisdom, and national pride. This innate strength is the bedrock of brand-building in today’s era of soft power.”
Aligning with the government’s broader national soft power strategy, DIPROM aspires for entrepreneurs to amplify their product prowess and marketing flair, crafting Hero Brands as resonant as they are globally appealing. With a cultural heartbeat as their core, these brands are poised to allure international consumers, contributing more than THB 62 million in economic value.
For those eager to be part of this exciting odyssey or to simply quench their curiosity, the Business Capability Development Division at the Department of Industrial Promotion extends a warm invitation. Reach them at 0 2430 6869 ext. 1219, or peruse the digital halls of www.diprom.go.th and their ever-buzzing Facebook page at www.facebook.com/dipromindustry for a sip of what’s new.
This initiative by DIPROM sounds inspiring, but I can’t help but wonder how practical it is for small businesses.
True, it seems like a lofty goal. How can small local businesses compete with global giants?
Exactly! Without significant funding and resources, they might struggle to make a real impact.
I believe the mentorship aspect might help small businesses gain a foothold.
I love the idea of using cultural elements to create unique brands! It’s about time Thai cosmetics got the recognition they deserve.
Doesn’t this feel a bit too idealistic? I’m skeptical about the ‘success stories’ they often parade around.
It’s great to see such initiatives, but do we really need more beauty products?
Well, this could mean more sustainable and culturally enriched products rather than just more of the same.
As long as they prioritize sustainability, I think there’s room for new players.
I think the idea of Hero Brands is similar to the ‘national treasures’ concept in South Korea. Interesting strategy.
Yes, but South Korea has the global market’s attention already. Thailand has a long way to go.
True, but Thailand can learn from their model and adjust for local strengths.
I hope they focus on natural and organic products. That’s the future!
I’m excited to see what kind of unique products emerge from this initiative!
Same here! Especially if they draw from traditional remedies.
I’m worried about the commercialization of culture. Can they balance authenticity with market demands?
That’s a valid concern. Authenticity might get lost in the pursuit of profit.
How thrilling! Seeing fashion and cosmetics as a form of diplomacy is genius.
This sounds much like a marketing gimmick. Will they deliver on their promises?
Right? Too often these programs sound great on paper but fall short.
Let’s be optimistic, they have ambitious goals.
If they push for sustainability, Thai brands could grab the eco-conscious market segment.
I am curious about which entrepreneurs will be chosen and what factors are being considered.
Probably a mix of potential and current business standings, I assume.
This initiative will boost the Thai economy significantly. More countries should do this.