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.
Chinese tourist arrivals (2024): ~5.3 million visitors (Ministry of Tourism & Sports, Thailand)
Expected arrivals (2025): projected to surpass 7 million — a 32% YoY growth
Chinese expat residents (2024): approximately 200,000–250,000 living primarily in Bangkok, Chiang Mai, Phuket, and Pattaya
Forecast for 2026: Chinese expats may reach 300,000+ if post-COVID recovery trends continue
Average Chinese tourist spending per trip (2024): ~52,000 THB (≈ USD 1,400)
Average Chinese expat monthly spending: 35,000–70,000 THB/month, higher in Bangkok and Phuket
Top spending categories:
F&B experiences (especially themed restaurants & bars)
Fashion, skincare, and beauty products
Hotel stays, staycations, and domestic trips
These stats make one thing clear: Chinese-speaking audiences are no longer just tourists — they’re long-term contributors to Thailand’s lifestyle economy.
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.
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.
| 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 |
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.
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.
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.
For brand awareness → use big media with 100K+ followers (e.g., Bangkok Explore, Bangkok Discovery).
For sales conversions → target mid-tier KOLs such as hu_xia_thaifun_diary and made_in_thai555 (bars, restaurants) or bangkok.vibe (fashion, retail).
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.