Luxury in Thailand: towards a digital transformation

LINE Thailand recently hosted FLAIR BKK '25, an event dedicated to the evolution of the luxury sector. The meeting highlighted Thailand's rise as a future luxury destination in Asia, supported by technological and cultural advancements. The Thai luxury market, valued at $4.4 billion, is projected to grow by 5% annually until 2028.

Consumer preferences are evolving, with 53% of Thais increasing their spending on luxury goods, and 59% of them opting for online shopping. Digital platforms like LINE play a key role, facilitating intensified engagement between brands and customers.

Digitalization has propelled LINE for Business, which integrates online and offline experiences. Official LINE accounts for luxury brands have surged by 46%, with further growth anticipated. This confirms Thailand's position as a luxury hub, where the digital experience is becoming paramount.