Get ready to dust off your passports and practice your fan chants—Thailand is about to get a very high-profile glow-up. The Tourism Authority of Thailand (TAT) has confirmed that a teaser advertising film starring Lalisa Manobal, better known to millions as Lisa from BLACKPINK, will debut in early January 2026. Announced back in October, Lisa’s appointment as the Amazing Thailand Ambassador set off a wave of excitement among her global fanbase—the Lilies—and now TAT is turning that buzz into a full-blown campaign built around what they’re calling the “LISA Effect.”
Five postcard-perfect spots, one superstar
TAT’s initial reveal paired Lisa’s name with five of Thailand’s most photogenic destinations: the glittering silhouette of Wat Arun in Bangkok, the turquoise cliffs of Koh Phi Phi in Krabi, the spiritual calm of Wat Sirindhorn Wararam Phu Phrao in Ubon Ratchathani, the island charm of Koh Khan in Trat, and the misty vistas of Phu Lang Ka National Park in Phayao. Those images alone—tagged “Amazing Thailand x LISA”—were enough to send fans and travel lovers into swoons and travel-planning frenzies. Many Lilies have already started imagining Lisa striking a pose on those temple steps, dancing along a limestone shore, or exploring mountain trails shrouded in morning fog.
What is the “LISA Effect”?
The phrase “LISA Effect” isn’t just catchy branding; it speaks to a proven phenomenon. Lisa’s influence on tourism isn’t theoretical—examples are already in the public eye. Her Rockstar music video was filmed in Bangkok’s Chinatown, and viewers around the globe took note of the vibrant streets, neon signs, and ramen-like alleyways. Her acting turn as Mook in HBO’s The White Lotus also spotlighted Thai locales and culture to a global audience. TAT plans to harness that crossover appeal—music, film, fashion, and authentic destinations—to inspire real travel decisions.
Why this matters for Thailand
TAT Governor Thapanee Kiatphaibool framed the collaboration as more than a celebrity endorsement: it’s a strategic move to bolster Thailand’s cultural and tourism image worldwide. “Lisa’s appointment as Amazing Thailand Ambassador is a key element of the authority’s brand communication strategy,” she said, noting that the campaign aims for sustainable tourism growth rather than short-term spikes. In other words, it’s not just about packing flights next month—TAT wants lasting interest in Thai destinations, culture, and creative industries.
What to expect from the teaser
TAT teased the campaign on its official Facebook page, sharing a scenic shot of Phu Lang Ka National Park—so expect the teaser to lean into sweeping natural cinematography as much as it celebrates temples and islands. The agency has signalled that the first advertising film will carry the “LISA Effect” concept, blending Lisa’s global appeal with the sensory allure of Thai food, landscapes, and heritage sites. If the teaser follows the momentum of Lisa’s past visual work, expect crisp styling, cinematic frames, and moments designed to make viewers pack their bags immediately.
Fans, travelers, and industry watchers are paying attention
The reaction from Lilies and travel enthusiasts has been overwhelmingly positive. Social feeds lit up with enthusiasts tagging friends, planning itineraries, and speculating about Lisa’s involvement in future shoots. For travel industry professionals, the collaboration is a case study in how pop culture and destination marketing can intersect to drive tourism with authenticity—when handled thoughtfully, celebrity collaborations can spotlight heritage, help local businesses, and encourage more meaningful visits.
Looking ahead
With the teaser slated for early January 2026, expect a gradual rollout of content: behind-the-scenes clips, destination spotlights, and potentially longer-form features that explore the stories behind each location. If the campaign adheres to its sustainability goals, there may also be initiatives that encourage responsible travel—supporting local communities, protecting natural sites, and preserving cultural landmarks.
Whether you’re a fan of Lisa, a seasoned Thailand traveler, or someone who just appreciates great visual storytelling, this partnership promises to be entertaining—and potentially transformative—for global perceptions of Thai tourism. Keep an eye on TAT’s channels; the teaser is only the opening act, and if history is any guide, the LISA Effect could lead to a new era of curiosity, discovery, and long-term interest in the Land of Smiles.
This is brilliant publicity — Lisa puts Thailand back on the map for a generation that gets inspired by visuals and music, not dry brochures.
Sure, but isn’t there a risk of overtourism? Popularity spikes can wreck the very places people come to admire.
Totally a risk, and TAT keeps saying sustainability, but words are easy; enforcement and money for locals matter more than a glossy reel.
As someone who lives near a tourist spot, I can say the surge hits locals first — business is good but prices and crowds change daily life.
As a Lily I want Lisa everywhere, but please please protect the temples and parks, they’re not props for selfies.
I’m excited and worried at the same time; more visitors means income but also stress on farms, roads, and water systems.
Can TAT actually manage that? Governments hype sustainability but follow the money when airlines and hotels boom.
Exactly — the plan’s for long-term growth, but who defines ‘long term’? Locals or investors?
Investors usually. Unless communities get real control, it’s business as usual.
There’s potential for community-based tourism models though, if TAT partners with grassroots groups and enforces caps on fragile spots.
If Lisa dances at Wat Arun in the teaser I might cry. This is peak tourism marketing and also cultural pride imo.
Celebrity-boosted tourism works but it can flatten culture into a brand; authentic traditions become photo ops rather than lived practices.
Some cultures adapt and benefit though — tourism can fund preservation if it’s equitable.
Only if revenue-sharing is transparent and locals hold decision rights. Too often they don’t.
This feels elitist, like saying tourists shouldn’t appreciate beauty. People can both be respectful and enjoy travel.
As someone who books trips for clients, this campaign will move the needle fast. Expect a spike in bookings to those five sites within months.
So you’re telling me travel agents get to profit while the places get ruined? Not cool.
A fair point, Joe — agents and operators should commit to sustainable practices, and I try to book smaller, responsible partners when possible.
Is this just soft power? Using K-pop to pull culture into a tourism machine feels manipulative.
Soft power exists and has always existed; inviting a global star is PR, and PR isn’t inherently bad if it funds preservation.
But who decides what gets preserved? Too often it’s the glossy landmarks, not living communities.
True, which is why policies must protect intangible culture and local economies, not just monuments.
Glad we agree. I just want accountability, not just pretty ads.
If the campaign includes local voices and businesses, it could be a model. Skepticism is healthy, but pressure can work.
I love Lisa and I’ll visit, but I’d boycott any tour that treats temples like amusement rides.
Same — respect is basic. Yet people post disrespectful selfies every day; education campaigns need muscle, not just flyers.
Education plus enforcement — and locals leading visitor orientation — would actually help preserve sanctity.
This is a simple ‘Lisa makes people curious’ story and I’m here for it. Travel ads are supposed to be aspirational, not policy papers.
Aspirational yes, but aspirational imagery shapes real flows of people. Academically, celebrity influence can create path-dependent tourism patterns that marginalize small locales.
Whoa, fancy words. I just want nice photos and local food. Maybe we can have both?
We can, but it requires deliberate planning: limits, community benefits, and infrastructural investment targeted to carrying capacity.
From a policy perspective, leveraging celebrity influence is smart but must be underpinned by measurable sustainability indicators and public reporting.
What indicators would actually convince you? Visitor caps, revenue shares, or environmental impact metrics?
All of the above — plus transparent budgets for conservation, community satisfaction surveys, and adaptive management when impacts exceed thresholds.
Community surveys would help voices like mine be heard instead of the loudest investors deciding everything.
I think this will mostly attract young fans who then spend money on local shops and food, which could be a net positive.
Yes! Fans travel responsibly a lot of the time, and many of us want to meet and support small businesses when we travel.
I’m glad to hear that from actual fans, it changes my assumptions about mass tourism behavior.
If the teaser features Lisa experiencing a temple ceremony, I hope it’s done sensitively and with permission from local monks.
Permission matters, but staging sacred rituals for cameras still feels problematic to me.
I agree — filmed participation should be collaborative and not exploitative, and fans should be reminded to be respectful when visiting.
Some people are overthinking this. It’s an ad. People have always been influenced by films and songs to visit places.
Yes, but ads shape which places are visible and which are ignored, and that has consequences for where money flows.
Consequences exist, but the solution is better regulation, not banning promotion. Responsible promotion is doable.
I just hope local artists and craftspeople get spotlighted in the longer features and not just Lisa and landscapes.
Agreed — showing local creatives elevates the culture beyond scenery and can provide economic benefits.
TAT teased longer-form features; fingers crossed they include stories and fair pay for contributors.