Authorities in Thailand have tapped for their new tourism ambassador a furry monster called Labubu. The co-branding aims to lure more foreign travelers as the industry struggles to recover from the pandemic.
Labubu is a rabbit-eared character created by a Hong Kong artist. The creature is very popular among Asian youth, with celebrities and influencers posting pictures of themselves with the dolls on social media.
An ad campaign shows Labubu traveling to Thailand from its home country, China, earlier this month to experience the attractions of the kingdom, including Thai cuisine and Muay Thai kickboxing. A film of the adventure was posted online.
The authority also plans to team up with travel agencies to sell package tours to spots Labubu introduces.
Twenty-eight million foreign travelers visited Thailand last year — far fewer than the 40 million the country welcomed before the pandemic. The tourism minister hopes Labubu will help sell Thailand’s charms to other countries.