The Tourism Authority of Thailand (TAT) has unveiled a new marketing initiative titled “Instant Happiness with Butterbear,” featuring the beloved mascot from Coffee Beans by Dao, a renowned Thai dessert chain. Running until the end of August, the campaign aims to capitalize on Butterbear’s widespread popularity by inviting enthusiasts to partake in a series of activities nationwide, encompassing dining, shopping, and travel.
Nithi Siprae, TAT’s Deputy Governor for Marketing Communication, expressed confidence in the campaign’s potential to attract more than 100,000 participants and generate upwards of 100 million baht in tourism revenue.
Activities under the campaign include fan gatherings, prize draws, and interactive games offering discounts at partner establishments. Participants are encouraged to share their experiences with Butterbear on social media, fostering deeper engagement with the event.
This initiative builds on TAT’s strategy of leveraging mascots for tourism promotion, following their successful collaboration with Pop Mart to feature Labubu, a popular character, aimed at enhancing Thailand’s appeal to global tourists, particularly those from China.
