Over the last two years, Chinese travelers and expats have become one of the strongest foreign segments in Thailand — not just for tourism, but also for consumption, real estate, and F&B industries.
📊 Tourism & Expat Statistics (2024–2025)
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Chinese tourist arrivals (2024): ~5.3 million visitors (Ministry of Tourism & Sports, Thailand)
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Expected arrivals (2025): projected to surpass 7 million — a 32% YoY growth
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Chinese expat residents (2024): approximately 200,000–250,000 living primarily in Bangkok, Chiang Mai, Phuket, and Pattaya
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Forecast for 2026: Chinese expats may reach 300,000+ if post-COVID recovery trends continue
💰 Spending Power
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Average Chinese tourist spending per trip (2024): ~52,000 THB (≈ USD 1,400)
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Average Chinese expat monthly spending: 35,000–70,000 THB/month, higher in Bangkok and Phuket
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Top spending categories:
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F&B experiences (especially themed restaurants & bars)
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Fashion, skincare, and beauty products
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Hotel stays, staycations, and domestic trips
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These stats make one thing clear: Chinese-speaking audiences are no longer just tourists — they’re long-term contributors to Thailand’s lifestyle economy.
The Rise of Chinese Media & Influencers in Thailand
Chinese KOLs (Key Opinion Leaders) and bilingual expat media pages are booming — blending Mandarin content with Thai lifestyle, mainly on Instagram.
These creators are trusted by both mainland Chinese travelers and Taiwanese expats, providing authentic local tips in Mandarin while showcasing Thai culture.
Below is a summarised table of 2025’s key Chinese-speaking influencers and media active in Thailand.
Top 9 Chinese KOLs & Media in Thailand: Complete Directory
The following influencers and media outlets have established strong connections with Chinese-speaking audiences in Thailand. This data-driven guide helps Thai businesses identify the right partners for their marketing objectives.
Influencer Overview Table
| No | IG Handle | Followers | Content Type | Avg Reel Views | Audience Gender | Age Group | Spending Power | Primary Topics |
|---|---|---|---|---|---|---|---|---|
| 1 | bangkok.explore | 651K | Static + Reel | 20K | 60% M / 40% F | Millennials | Medium-Premium | News, Lifestyle |
| 2 | bangkok.discovery | 209K | Reels | 50K-100K | 60% M / 40% F | Millennials | Medium-Premium | News, Lifestyle, Shopping |
| 3 | ohbangkokk | 150K | Reels | 80K | 40% M / 60% F | Millennials | Medium-Premium | Lifestyle, Food, Travel |
| 4 | hu_xia_thaifun_diary | 57.7K | Static + Reel | 30K-70K | 40% M / 60% F | Millennials | Medium-High | Lifestyle, Food, Culture |
| 5 | chinnstravels | 54.3K | Reels | 13K-30K | 60% M / 40% F | Gen Z, Millennials | Medium-High | Lifestyle, Travel |
| 6 | bangkok.vibe | 35.2K | Reels | 10K-80K | 30% M / 70% F | Gen Z | Low-Medium | Fashion, Travel, Budget Tips |
| 7 | bkkaiwei | 27K | Reels | 13K-40K | 60% M / 40% F | Millennials | Medium-High | Food, Local Life |
| 8 | mindy_laoshi | 24.9K | Reels | 5K-10K | 30% M / 70% F | Millennials | Low-Medium | Food, Thai Education |
| 9 | made_in_thai555 | 13.6K | Reels | 15K-50K | 60% M / 40% F | Gen Z, Millennials | Medium-High | Food, Fashion, Products |
🔗 Full database of 10+ Chinese media & influencers:
View Full Google Sheet Here →
1. bangkok.explore (651K followers)
- Profile: Leading Bangkok community media outlet
- Content Focus: Comprehensive lifestyle coverage, news, city guides
- Engagement: 20K average reel views
- Audience: 60% Male, 40% Female | Millennials
- Best For: Brand awareness campaigns, hotel partnerships, large-scale promotions
- Instagram: @bangkok.explore
2. bangkok.discovery (209K followers)
- Profile: Authentic eating and shopping guide with Singapore expansion
- Content Focus: Local guides, food reviews, shopping deals
- Engagement: 50K-100K average reel views (highest engagement rate)
- Audience: 60% Male, 40% Female | Millennials
- Special Offer: 10% Agoda discount code (DISCOVERY10)
- Best For: Restaurant launches, shopping mall campaigns, tourism services
- Instagram: @bangkok.discovery
3. ohbangkokk (150K followers)
- Profile: "Oh Bangkok" - Local recommendations for authentic experiences
- Content Focus: Eat, drink, play, and stay recommendations
- Engagement: 80K average reel views
- Audience: 40% Male, 60% Female | Millennials
- Best For: Hospitality, dining experiences, entertainment venues
- Instagram: @ohbangkokk
4. hu_xia_thaifun_diary (57.7K followers)
- Profile: Taiwan-Thai married couple showcasing authentic Thailand
- Content Focus: Cross-cultural insights, food, real-life Thailand
- Engagement: 30K-70K average reel views (strong engagement ratio)
- Audience: 40% Male, 60% Female | Millennials
- Best For: Restaurants, bars, cultural experiences, family-friendly venues
- Instagram: @hu_xia_thaifun_diary
- Why Recommended: Authentic voice, trusted by both Taiwanese and Chinese audiences
5. chinnstravels (54.3K followers)
- Profile: Hong Kong expat living in Bangkok
- Content Focus: Expat lifestyle, travel experiences
- Engagement: 13K-30K average reel views
- Audience: 60% Male, 40% Female | Gen Z & Millennials
- Best For: Travel activities, experiences, lifestyle brands
- Instagram: @chinnstravels
6. bangkok.vibe (35.2K followers)
- Profile: Budget-friendly travel and Y2K fashion expert
- Content Focus: Affordable recommendations, fashion, shopping tips
- Engagement: 10K-80K average reel views (variable but high peaks)
- Audience: 30% Male, 70% Female | Gen Z
- Best For: Fashion brands, budget accommodations, shopping centers, trendy cafes
- Instagram: @bangkok.vibe
- Why Recommended: Perfect for fashion brands targeting younger demographics
7. bkkaiwei (27K followers)
- Profile: Taiwanese MA student at Chulalongkorn University
- Content Focus: Local life, hidden gems, authentic food
- Engagement: 13K-40K average reel views
- Audience: 60% Male, 40% Female | Millennials
- Best For: Hidden gem restaurants, local experiences, educational content
- Instagram: @bkkaiwei
8. mindy_laoshi (24.9K followers)
- Profile: Thai language teacher and cultural bridge
- Content Focus: Thai education, food, cultural insights
- Engagement: 5K-10K average reel views
- Audience: 30% Male, 70% Female | Millennials
- Best For: Cultural experiences, language schools, cooking classes
- Instagram: @mindy_laoshi
9. made_in_thai555 (13.6K followers)
- Profile: Thai content creator highlighting Thai brands (10 years in Thailand)
- Content Focus: Thai product reviews, food, local brands
- Engagement: 15K-50K average reel views (excellent engagement ratio)
- Audience: 60% Male, 40% Female | Gen Z & Millennials
- Best For: Thai product launches, restaurant reviews, authentic Thai experiences
- Instagram: @made_in_thai555
- Why Recommended: High engagement rate for follower count, trusted product reviewer
Recommendations for Thai Brands & Marketers
🎯 1. Focus on Millennial Media, Not Just Gen Z
Most of these Chinese KOLs attract Millennial audiences (28–40) — professionals and travelers who actually spend. While Gen Z brings virality, Millennials bring wallet power.
💸 2. Experience > Discounts
Millennial Chinese travelers and expats value unique experiences over price.
If your restaurant, bar, or hotel offers a distinctive ambience or storytelling, these influencers are perfect for you.
📹 3. Prioritize Reels
Almost every listed influencer posts Reels, not static photos.
Reels deliver 3–5x higher reach and engagement on Instagram — essential for capturing both Thai and international audiences simultaneously.
💡 4. Match Influencers to Goals
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For brand awareness → use big media with 100K+ followers (e.g., Bangkok Explore, Bangkok Discovery).
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For sales conversions → target mid-tier KOLs such as hu_xia_thaifun_diary and made_in_thai555 (bars, restaurants) or bangkok.vibe (fashion, retail).
Future Outlook
Between 2025–2027, the Chinese-speaking community in Thailand is expected to grow another 20–30%, led by long-stay travelers and digital nomads.
This will keep Mandarin-language lifestyle content in high demand, creating consistent opportunities for Thai F&B, fashion, and hospitality brands to reach this affluent group.
