Thailand just dropped a glittering hint of what tourism looks like through the eyes of one of its brightest stars. On January 9, the Tourism Authority of Thailand (TAT) released a teaser for a new tourism film featuring Thai-born K-pop icon Lalisa Manobal — better known as Lisa — and the full feature is slated to arrive on January 28. If the short teaser is any indication, this campaign isn’t content to sell postcard views; it wants you to feel Thailand.
A superstar guide with a fresh perspective
Lisa was officially announced as TAT’s global tourism ambassador back in October, a partnership that promised to spotlight Thailand’s beauty through a more personal, modern lens. The campaign — teased across TAT’s social channels under the playful banner “Amazing Thailand x LISA” — leans into Lisa’s global appeal to introduce audiences to corners of the country many travelers haven’t yet discovered.
TAT had flagged the impending teaser in December on its official Facebook page, and true to plan, the short film made its debut in early January. In the opening moments, Lisa asks, “What does Thailand feel like? It feels like…” and then the teaser folds into the campaign’s buoyant theme song, repeating the line “Feel all the feelings.” It’s a simple setup, but it signals a key shift: this campaign aims to sell emotion, not just scenery.
From lantern-lit temples to hidden hideaways
Netizens wasted no time dissecting every frame. Fans and travel sleuths immediately began guessing locations — among the frontrunners is Wat Chedi Luang in Chiang Mai, with many suggesting the film could capture the temple during the lantern-strewn Yi Peng Festival. Whether or not that particular shot made the final cut, TAT has confirmed the film’s concept: Lisa will act as a premium tour guide, steering viewers toward lesser-known destinations and unique local experiences that typical itineraries might miss.
That direction is smart on multiple levels. Many travelers already know Bangkok and Phuket, but there’s growing appetite for authentic, off-the-beaten-path adventures. By presenting Lisa as a guide — not an ad voiceover — the film invites fans to imagine exploring Thailand alongside someone they admire, discovering intimate scenes of nature, vibrant local life, and the quiet pleasures of unexpected detours.
“Feel all the feelings”: an emotional tourism pitch
The campaign’s emotional framing is intentional. Officials at TAT say the “feelings” they want to evoke include the sweeping beauty of Thailand’s natural landscapes, the exhilaration of new activities, the joy of once-in-a-lifetime experiences, the warmth of local smiles, and the contentment of quality destinations. In short, the film won’t just show you what Thailand looks like — it will aim to show what Thailand feels like to the heart.
That focus on sensory storytelling aligns with current travel trends: travelers increasingly seek meaningful, memorable experiences rather than purely visual checklists. Framing the country as a place of emotional resonance could help Thailand stand out to a global audience eager for connection, not just scenery.
Timing and pop-culture momentum
The teaser’s release dovetails neatly with Lisa’s recent Golden Globe appearance, a moment that amplified her global visibility. At the ceremony she became the first Thai and first K-pop artist to present an award at the Golden Globes — sharing the stage with Priyanka Chopra and drawing extra attention for her couture Jacquemus gown and her red-carpet presence following her acting debut in The White Lotus. While she wasn’t a nominee this year, Lisa’s crossover into international entertainment continues to broaden her reach, which only helps TAT’s message travel farther.
What to look for on January 28
With the full film premiering on January 28, viewers can expect a deeper, more polished journey led by Lisa — one that likely blends eye-catching cinematography with intimate, human moments. Look for sequences that celebrate both Thailand’s dramatic landscapes and the quieter, soulful experiences that make travel memorable: local festivals, small artisan communities, lesser-explored beaches, and perhaps the kind of twilight temple scenes fans are already envisioning.
Whether you’re a dedicated BLINK, a travel-obsessed explorer, or someone who simply enjoys travel films with heart, the campaign is positioned to be more than a tourism commercial. It’s a cultural moment: a pop-star-led invitation to experience Thailand not as a checklist but as a feeling.
Mark your calendar for January 28 — and in the meantime, enjoy the tease. If the teaser’s charisma is any hint, Lisa’s tour of Thailand will be equal parts wanderlust-inducing and emotionally resonant, proving once again that some places are best discovered with a trusted guide and a great soundtrack.
This looks amazing — Lisa is the perfect ambassador to make Thailand feel modern and warm. Her global fame will bring curious travelers to see the quieter spots. I can’t wait for the full film on Jan 28.
You’re missing the downside though: celebrity campaigns often gloss over local hardships and push visitors into fragile places.
Fair point, Larry, but if TAT actually highlights responsible travel and local communities it could be a net positive. It depends on how they present those hidden places.
True, but I worry about lantern festivals and temples being overrun after viral clips. They don’t rebuild feelings, they rebuild footpaths into dirt.
As a BLINK, I’m biased, but Lisa showing the small towns could really boost incomes for artisans and small businesses.
Exactly, Sofia — fans travel differently when they care about artists or craft people. It can be meaningful tourism.
This is just another glossy tourism ad that will accelerate overtourism and cultural commodification. Thailand doesn’t need more Instagram crowds.
Commodification is a risk, but celebrity diplomacy can also fund conservation and cultural preservation if the funds are directed well.
I want to believe that, Dr. Chen, but these campaigns rarely include binding protections or real profit-sharing with locals.
Agreed with Larry. Economic uplift is often fleeting; ecological impacts are long-term and underreported.
I think responsible marketing could redirect tourists to less-visited areas to spread impact, so maybe it’s a useful strategy.
People keep saying ‘feel all the feelings’ like emotion equals authenticity. A polished film doesn’t make a place genuine.
As a travel writer, I disagree slightly — good storytelling invites curiosity and can inspire people to learn more beyond the film.
If the follow-up is real immersion and not just resorts with local decor, I’m on board. Otherwise it’s just curated spectacle.
But isn’t any tourism somewhat curated? The question is whether locals benefit and cultures are respected.
From a cultural diplomacy perspective, leveraging a global figure like Lisa is strategic; however, the ethical metrics should include cultural agency and economic parity. Marketing that centers local voices can mitigate the extractive patterns we’ve seen historically.
Totally — representation without redistribution is performative. Are there details about how TAT will involve local stakeholders?
TAT’s public statements reference local experiences, but transparency about funding and partnerships will reveal whether this is substantive or symbolic.
Seems like a lot of readers want policy details. Most viewers will just enjoy the film and book a flight, sadly.
This is a cultural moment for Thailand and K-pop crossover. Lisa presenting the country as feelings is a fresh approach and it’s emotional advertising done right. It’s more evocative than boring stock footage.
BLINKS will follow Lisa anywhere, and that’s a huge tourism win. The emotional angle ties fans to the locations personally.
Exactly! Fans will seek the spots Lisa highlights and maybe support local cafes or artisans she features.
Is it okay to travel because my fav person went there? I want to see the lanterns.
Pop culture tourism isn’t new, but having a Thai-born global icon brings authenticity many foreign celebs lack.
My concern is that lesser-known places lack infrastructure to handle surges. Films like this should be coupled with sustainable tourism plans, not just PR.
Yes — carrying capacity, waste management, and community consent must be prioritized. Otherwise it’s a recipe for environmental damage.
Glad to see agreement. TAT should publish impact assessments before the campaign rolls out fully.
Maybe Lisa’s influence could pressure the government into better planning. Celebrity pressure can shift priorities quickly.
This teaser is everything — the song, Lisa’s voiceover, and those temple shots (real or staged) give me chills. If the campaign funds artisans it’s a huge win.
Wishful thinking. I’ve seen campaigns promise artisan support and then funnel tourists to chain stores with ‘local’ tags.
That’s cynical, but fans can also demand accountability. We’ll advocate for real local partnerships.
Fans have power, yes, but they also need guidance on ethical visiting. A fan army without direction can still cause harm.
BlinkArmy leading positive travel behavior would be ideal. Fans follow cues from idols and each other.
I’ll believe it when I see tours designed by villagers, not tour operators.
I just want to say Lisa is cool and I like lanterns. Can someone explain Yi Peng? I only know it from videos.
Yi Peng is a lantern festival in northern Thailand where people release sky lanterns. It’s beautiful but has fire safety and environmental concerns too.
Thanks, Anh! That’s good to know. I hope they show it but also explain safety and culture.
Environmental oversight must be a condition of any campaign that promotes sensitive landscapes. Visual storytelling can hide ecological thresholds, but policy can’t be invisible.
Policy must accompany imagery — otherwise narratives of authenticity are hollow and possibly destructive.
Exactly. We need measurable plans: visitor caps, local revenue shares, and environmental monitoring.
I hope TAT’s campaign has those safeguards. The teaser alone doesn’t reveal their operational commitments.
As a travel blogger, I appreciate emotional storytelling because it moves readers. But I will critique the campaign if it prioritizes spectacle over people.
Will you cover the film when it drops? Readers need nuanced takes beyond fan excitement.
Yes, I’ll publish a piece that balances the pop culture influence with practical travel ethics and local voices.
Representation matters here: a Thai-born woman leading the film shifts narratives of who tells a country’s story. But let’s ensure it doesn’t flatten diverse Thai identities into one glossy frame.
Good point. Thailand is ethnically and culturally diverse; a single celebrity can’t embody all those experiences.
Exactly. The campaign should feature speakers from regional communities, not just one famous face.
I’m curious about music rights and the theme song repeating ‘feel all the feelings.’ Is that authentic local music or global pop packaged as Thai feeling?
Music selection is symbolic. Using local musicians collaboratively would strengthen authenticity, whereas outsourcing it risks genericization.
I hope they credited local artists then. It would matter to me as a listener and traveler.