Category: The Bangkok Post

TikTok is helping app marketers move beyond simple download metrics to achieve real business outcomes, turning user acquisition into measurable transactions and long-term growth.

App marketers refers to professionals who promote mobile apps to attract, engage and retain users throughout the app’s lifecycle.

The platform’s strategy emphasises the use of artificial intelligence (AI) and data-driven tools to improve performance and efficiency.

Successful marketing strategies should leverage TikTok’s strengths in discovery, advanced measurement, and automation to deliver scalable and sustainable results, according to the company.

“TikTok reaches more than 460 million monthly users in Southeast Asia, including 50 million in Thailand. This scale creates significant growth opportunities for developers, app publishers and businesses, and reflects our vision for Southeast Asia as a key driver of the region’s digital economy,” said Nikhil Rolla, head of strategic accounts in Southeast Asia at TikTok, at the recent TikTok SEA App Summit 2025 in Hanoi, Vietnam.

Mr Rolla said app marketers face three challenges, with the first fragmented user attention — people use more than 10 apps per session, making it hard for any single app to stand out.

Second, acquiring and retaining users is tougher than ever, amid rising costs and declining loyalty. The third challenge is downloads alone do not guarantee success.

“Marketers must focus on how installs convert to transactions and long-term growth to truly measure return on ad spend,” he said.

TikTok offers a solution for app marketers, reaching 1 billion users worldwide with daily time spent on the platform per user roughly 90 minutes, said Mr Rolla.

Up to 40% of TikTok’s users are exclusive, not found on other platforms, while 63% of users are younger and one-third have a high income, offering strong purchasing power, he said.

TikTok’s interest-based discovery engine, creator-driven content, and live-streaming enhance visibility and engagement, said Mr Rolla.

Some 98% of live-streaming viewers are new, helping marketers attract and convert fresh customers.

In addition, TikTok’s return on ad spend for apps has nearly doubled over the past couple of years.

The app industry is shifting towards smarter automation and data-driven strategies. At the heart of TikTok’s AI tools is Symphony, which turns ideas into videos in minutes, complete with scripts, assets, dubbing and AI avatars.

AI-powered tools such as Smart+ automate targeting, bidding and creative selection to optimise effectively without a manual process, he said.

Mr Rolla said TikTok offers a full-funnel ad solution that combines brand awareness with the measurable results of performance marketing, helping marketers reach audiences from discovery to conversion and loyalty.

“We want every app to reach its audience, connect deeply and scale results,” he said.

“Through the integration of creativity, technology and insight, we’re helping brands and developers thrive in a rapidly evolving digital landscape.”

Marcus Yong, vice-president for global marketing at Klook, said the company is focusing on AI and social commerce to stay ahead of industry trends.

While AI innovation continues, testing showed real creators outperform AI avatars, prompting Klook to double down on social commerce in 2026.

Creating a seamless loop on platforms from user discovery to engagement, conversion and sharing enhances the customer journey, he said.

Klook leverages TikTok to reach Millennial and Gen Z audiences, and its global campaigns help Klook move from demand capture to demand generation, said Mr Yong.

Thunyavut Vongsoonthorn, general manager at TikTok for business in Thailand, said the growth of Thai TikTok customers who are app marketers is similar to other markets in Southeast Asia, especially in the retail, travel, game and finance sectors.

Amid a challenging economy, TikTok enables marketers to optimise and measure marketing results by providing insights to pinpoint where target users are on their buying journey, he said.

Behavioural data helps brands understand what motivates serious buyers — from first hearing of the brand to taking action.

Moreover, TikTok provides automation tools such as AI to help brands or small and medium-size enterprises create their own content or connect with the right creators and optimise ad spending, said Mr Thunyavut.

“Technology enables marketers to automate their works and gain insights, but success still requires creativity,” he said.

APP ECONOMY

David Law, regional sales director of SensorTower, a market research firm, said Southeast Asia’s app economy continues to grow rapidly, with 9.4 billion new app downloads and US$2.6 billion in revenue in the first half of 2025.

Users are spending roughly $10,000 per minute on in-app purchases, and for the first time non-gaming apps have overtaken traditional gaming apps in revenue.

The key growth drivers include TikTok, which sees users online for 90-100 minutes per day, and effectively converts engagement into spending, he said.

Another driver is finance apps, particularly mobile-first banking, which empowers underserved users, with engagement highest among those aged 25-34, but rapidly growing among people 18-24. The final push comes from mobile gaming, where Southeast Asia ranks second globally in downloads, supported by community-focused titles and hybrid monetisation models, said Mr Law.

“Colours Of The Full Moon” is the theme of Bangkok River Festival 2025 which kicks off today and runs until Wednesday.

Organised by Thai Beverage in collaboration with many public organisations, this 11th edition is another chance for Thai and foreign visitors to celebrate Loy Krathong, the national cultural heritage that has been nominated for Unesco’s Intangible Cultural Heritage of Humanity list, at nine landmarks along the curve of the Chao Phraya River.

A range of traditional activities have been prepared at five historic waterfronts at Wat Pho, Wat Arun, Wat Prayurawongsawat, Wat Kalayanamitr and Wat Rakhang; and four contemporary piers — Tha Maharaj, Asiatique the Riverfront, Sooksiam@Iconsiam and Khlong Prem Prachakon.

Besides paying respect to Buddha statues at the five royal temples at night, visitors are invited to float their environmentally-friendly krathong to show gratitude to the water goddess Phra Mae Khongkha and to pay homage to the late HM Queen Sirikit The Queen Mother.

There will be rarely-seen cultural performances, traditional Thai music featuring compositions by the late maestro Luang Pradit Phairoh in honour of the late Queen Mother, as well as community markets offering local products and delicious food.

Free shuttle boats are available at all nine piers from 3pm to 9pm today and tomorrow and 3pm to midnight on Wednesday.

Prime Minister Anutin Charnvirakul has reaffirmed Thailand’s commitment to a four-point peace framework amid concerns over delays in landmine clearance along the Cambodian border.

Speaking on Monday, Mr Anutin acknowledged that operations ‘may not proceed smoothly’ but insisted the objectives remain unchanged. He urged restraint following reports that Cambodian authorities had obstructed Asean observers from monitoring clearance work at Chong Sai Taku in Buri Ram.

‘I wouldn’t call it obstruction – both sides have been in constant discussions,’ he said, adding that he had spoken with Gen Ukrit Boontanont, deputy commander of the Royal Thai Armed Forces, who confirmed that operations were ongoing.

The four peace conditions are disarmament, landmine clearance, suppression of cross-border scam operations, and resolution of overlapping territorial claims. Mr Anutin warned that any breach of the agreement would prompt Thailand to respond as deemed appropriate.

He dismissed reports of Cambodia redeploying heavy weapons, stating that both sides had pulled back. ‘If they reintroduce weapons, that would violate the agreement and render it void,’ he said, adding that Thai forces remain ready to defend national interests.

Asked whether he would visit the border, Mr Anutin said he was open to doing so if it would help operations proceed according to the peace accords.

Army spokesman Maj Gen Winthai Suvaree confirmed that the Thai Mine Action Center (TMAC) continues clearance operations despite the Cambodian side awaiting orders from higher command. TMAC has completed 7.62% of the 355,026-square-metre target area, covering 13 high-risk zones.

On Thursday, Thai demining teams encountered Cambodian troops near operational lines and held talks to clarify boundaries. Cambodia requested that Thailand operate strictly within its side of the border and avoid terrain-altering activities such as installing barbed wire. Thai teams have since proceeded without incident.

Parallel operations by the Burapha Task Force are underway in Sa Kaeo to restore farmland, with one POMZ-2 antipersonnel mine found and safely removed. Defensive bunkers and civilian shelters are also under construction, with over 40% completed under an emergency plan.

The government reiterated that mine clearance is part of a bilateral agreement endorsed by Asean leaders. Thailand is progressing on all 13 designated sites, while Cambodia has yet to begin work on its side.

‘Thailand remains fully prepared in every dimension to defend sovereignty and maintain safety for border communities,’ the army said.

Tawanchai PK Saenchai says he is putting his Muay Thai reign on pause in ONE Championship to chase redemption in kickboxing – with his sights set squarely on Masaaki Noiri.

The 26-year-old Thai superstar will face China’s Liu Mengyang on December 19 at Lumpinee Stadium in Bangkok, headlining the ONE Friday Fights 137 ‘tentpole’ card in his first appearance since March.

But the real motivation, Tawanchai admits, lies beyond this bout.

‘It’s totally my decision [to fight Liu] because I really want a rematch with Masaaki Noiri,’ Tawanchai told the Bangkok Post.

Noiri handed Tawanchai a third-round TKO loss at ONE 172 in Saitama earlier this year, claiming the interim featherweight kickboxing world title in the process. The Japanese striker now faces Superbon in a unification bout at ONE 173 in Tokyo on November 16.

‘I actually don’t care who wins that fight – I’m focusing on Noiri. I really want to face him again. Yes, Noiri first, 100 per cent,’ Tawanchai added.

While many expect him to return to Muay Thai – where he still holds the featherweight title – Tawanchai insists his priority is now kickboxing.

Superbon remains keen on a third crack at his belt, while Shadow Singha Mawynn looks to solidify No 1 contender status when he faces Younes Rabah in a rematch at ONE Fight Night 38 on December 6.

‘I think it’s better to face Superbon in kickboxing,’ Tawanchai said with a smile. ‘Muay Thai we already faced twice, so it’s a bit boring. I’ll just cross over to kickboxing to see him.

‘Yes, Muay Thai I’m ready any time to face anyone – whether it’s Shadow or not – but I want to focus on kickboxing. If there’s time to do Muay Thai, I’m ready.’

His upcoming opponent, Liu, is no warm-up. The 22-year-old Chinese fighter shocked fans by defeating Noiri in late 2024 and also stunned Shadow in September.

‘I’m preparing myself very well for this fight because Liu is someone who’s always been fighting in kickboxing,’ Tawanchai said. ‘He’s not someone to be underestimated. I have to be wary of everything – he’s physically big and likes to fight at close range, so I’ll have to watch his punches especially.’

Tawanchai withdrew from the originally scheduled matchup in September due to injury, with Shadow stepping in, but is now fully fit – and seemingly in a happier, more settled place outside the ring.

Just last week, the Bangkok native revealed he had quietly married long-time partner Sawita Yingchuan and that the couple had welcomed a baby son, Kirin. The news shocked fans and fighters alike, with ONE Championship and teammates posting messages of congratulations.

Now back at PK Saenchai Gym, fatherhood has given Tawanchai renewed focus as he eyes a second belt.

‘I will be the best version of Tawanchai,’ he said. ‘I won’t be doing other people’s style – I will be Tawanchai who can do kickboxing.’

Customs officials have seized thousands of cylinders of undeclared nitrous oxide, known as laughing gas and often used illegally as a party drug, found among a consignment of goods imported from China.

Director-general Phanthong Loykulnan told reporters on Monday the seizure was made on Oct 29 at Bangkok Port in Khlong Toey district.

He said 2,600 cylinders of laughing gas were found inside boxes among other goods imported from China. The gas was not declared on the cargo manifest.

Each tank weighed five kilogrammes, enough to inflate 160 balloons. A balloon of laughing gas sold for 100 baht on the illegal market, Mr Phanthong said. The estimated total value was 44 million baht.

Nitrous oxide is used as a sedative in healthcare, helping patients relax during medical procedures such as dentistry.

It is frequently abused, used illegally for recreational purposes by customers at nightspots. It makes people giggly and changes the pitch of their voice, often to the point of hilarity.

Police in the Chinese city of Shenzhen have reportedly busted a massive network involved in counterfeiting electronic chips, leading to a warning that consumers should be extremely cautious when purchasing parts for personal computers.

The operation uncovered a sophisticated scheme where discarded chips were recycled by being relabeled, restamped with new numbers and then fraudulently marketed as big-name brands and sold through companies posing as foreign distributors.

This revelation was first reported by the South China Morning Post, citing information from China’s Rule-of-Law Daily. The police investigation spanned four months before the raid, resulting in the arrest of at least one suspect. Authorities have begun coordinating with international chip manufacturers to assess the scope of potentially affected inventory.

The hardware suspected of being compromised by these counterfeit chips is primarily motherboards, graphic cards and power supply units (PSUs). The tampered components are largely Power ICs, such as MOSFETs and voltage regulators, which are crucial elements of the Voltage Regulator Modules (VRMs) on motherboards and GPUs.

While the counterfeit devices might not fail instantly, issues can be expected to surface under heavy computational load, such as during GPU Boost or intense video rendering.

Potential symptoms of a compromised system include random restarts when handling large file transfers, abnormal noises like coil whine from the cooling system after a period of use, and a noticeable decline in overall system performance and speed.

Diagnosing these issues can be challenging, as they present as subtle, creeping problems rather than an immediate failure like a PC failing to boot, potentially leading users to mistakenly blame software or a faulty PSU.

Part of the impetus for the proliferation of counterfeit chips is attributed to the ongoing technology conflict and US sanctions that restrict the export of certain high-end components to China. This scarcity has fuelled a booming grey market and an increased demand for counterfeit alternatives.

The situation is compounded by recent geopolitical friction. Last September, China’s Ministry of Commerce announced an anti-dumping investigation into US analogue chip companies operating in China, while the US simultaneously tightened export controls, reportedly embedding tracking devices in high-end chip shipments to prevent illicit diversion. This tense environment has created an opening for opportunists to exploit the high demand by supplying counterfeit goods.

In my assessment, the individuals most at risk of acquiring hardware with these fake chips are online shoppers. The core of the news story revolves around misrepresenting famous brand names, a practice frequently observed on numerous online marketplaces.

I have seen similar issues firsthand; a colleague once purchased a 512GB microSD card from an online platform for just 500 bath (when the typical price was around 1,590 bath). The card only functioned for a single use and could not be returned or claimed under warranty.

To ensure authenticity, the safest approach is to purchase directly from the brand’s official retail outlets. If online purchasing is necessary, consumers should rigorously vet the seller, confirm the availability of a warranty and look for official ‘MALL’ badges on the platform, which usually offer a higher degree of assurance.

Additionally, scrutinising the estimated delivery date, especially avoiding anything taking significantly longer than the standard 1-7 days, can indicate the product is being shipped from overseas, potentially increasing risk.

At 22, Panpittra Phutorn is more than a recent university graduate. She’s becoming a changemaker, seeking a way to help young Thais see everyday fashion as a climate issue.

Featured in Unicef Thailand’s #CountMeIn campaign, Panpittra speaks not with the loudest voice, but with lived experience. Her journey from a small rice-farming village in Roi Et province to national advocacy began with a simple insight — our clothing choices impact the climate.

A native of Roi Et, in Thailand’s hot and drought-prone Northeast, Panpittra grew up witnessing firsthand how unpredictable weather threatened her family’s livelihood. Like many in the region, Panpittra’s family relies on a single annual rice harvest, dependent on natural rainfall.

When the rain comes too late or too hard, the consequences are immediate — some years the crops rot; in others, yields are so low they barely break even. For their family of five, survival means constant adaptation. Her mother juggles farming with selling life insurance, while her older sister works in the eastern region to help support them. Everyone has to adjust. Climate change isn’t just about heat or floods — it’s about livelihoods.

Panpittra’s deeper climate awareness came through fashion. As a teen, she loved second-hand clothes for their style and affordability. But in university, she began to understand the environmental cost of the fashion industry.

“Every small choice we make, especially as consumers, adds up,” she says. Now, she’s weaving that message into climate action.

A cultural exchange in Arizona in 2024 deepened that connection. There, she saw people donating clothes to the homeless, an act that inspired her to turn her wardrobe into a tool for awareness. Returning home, she began sharing her second-hand outfits with friends, sparking conversations about overconsumption and sustainability.

Her advocacy soon grew beyond her campus. Selected for the Isan Youth Leaders programme, she began speaking publicly at youth events and environmental forums. Her talks, ranging from “Fast Fashion: W.E.A.R. Solutions” to “From Water Bottles To Eco-Friendly Clothes” encourage audiences to rethink their habits.

One of her most memorable presentations asked, mischievously: “If we stopped wearing clothes, would the world be better?”

It wasn’t really a call for nudity, but a challenge to reflect on excess and waste. Fast fashion, she argues, is more than just an industry problem; it’s a mindset.

“It’s about trends, not needs,” she explains. “Clothes are made quickly, sold cheaply, and thrown away just as fast. The workers are underpaid, and the planet pays the price; synthetic fibres, toxic dyes and massive energy use.”

The fashion industry is responsible for nearly 10% of global carbon emissions — surpassing the combined emissions from all international flights and maritime shipping, according to a 2024 report by the United Nations Conference on Trade and Development. Additionally, industry estimates indicate that less than 1% of discarded clothing is recycled into new garments, with the vast majority ending up in landfills or being incinerated, further contributing to environmental waste and emissions. For Panpittra, the solution is refreshingly simple: buy less, reuse more and upcycle what you already own.

“The clothes we already have are enough,” she insists. “If you need something new, choose second-hand or support sustainable brands — those using recycled materials, leftover fabric or low-impact dyes.”

But she knows individuals can only do so much when systems fail to support sustainable choices. A street vendor may want to reduce plastic waste, but customers expect quick service in disposable containers.

“Our systems don’t help people make eco-friendly decisions,” she says.

If she could redesign the system, she’d make sustainability the norm. “I’d require all brands to produce clothing from recycled materials,” she says with conviction. “We should also give visibility and funding to small, creative businesses. When celebrities or influencers wear sustainable fashion, it changes what people value and companies have to follow.” That belief, that individual actions can spark systemic change, lies at the heart of a movement she’s part of. Launched in September to amplify youth-led climate action, Unicef Thailand’s #CountMeIn campaign echoes Panpittra’s message: that young people deserve a seat at the table and the means to drive change in their communities.

Grounded in Unicef’s report Between Generations, One Planet, the campaign highlights how children and youth, especially in marginalised areas, bear the brunt of climate change yet remain excluded from decision-making. It calls for greater investment in youth leadership and stronger protection for young activists.

“Children need to be part of the conversation,” says Panpittra. “It’s our future that’s at stake.”

While her voice has grown louder, her mission remains personal and grounded. “Clothing feels so ordinary that people don’t see it as a problem,” she says. “But those forgotten clothes, when burned or dumped, release toxins, microplastics and greenhouse gases. Eventually, it all comes back to us in the air we breathe, the water we drink, the food we eat.”

From her small-town roots to national advocacy, Panpittra’s journey shows that climate action doesn’t always begin in boardrooms or at global summits. Sometimes, it starts in the most everyday of places; with a young person, a second-hand dress, and the quiet determination to change the world, one choice at a time.

This is the second of a three-part Count Me In 2025 series that tells stories of local heroes and their moves to solve environmental issues. The series also marks the coming of the 2025 United Nations Climate Change Conference (COP30) which starts on Nov 10 in Belém, Brazil.

Prime Minister Anutin Charnvirakul has apologised for suggesting that ‘Thailand has also encroached upon Cambodia,’ admitting shortcomings in communication and pledging that such a mistake will not happen again.

He added that any decision by the government to reopen border checkpoints would be made only after consulting the public. Mr Anutin said Thailand would use every available measure from security operations to diplomatic dialogue, including the General Border Committee (GBC), the Thailand-Cambodia Joint Boundary Commission (JBC), and the Regional Border Committee (RBC) to ensure peace and stability along the border.

‘With regard to my comment about border incursions, I sincerely apologise to all Thai people,’ he said. ‘I blame myself for my mistake and for failing to communicate clearly. I will be more careful to prevent any future errors.

‘I apologise for causing concern and misunderstanding. I would like to assure everyone that there is no possibility that Thailand will lose any territory, sovereignty, honour, or dignity.

‘The safety of all Thai citizens will be fully protected amid any disputes between the two countries. I will not allow any further losses under any circumstances,’ he said on Saturday night upon his return to Thailand after attending the 32nd Apec Summit in Korea.

Mr Anutin gave a media interview during the 47th Asean Summit in Kuala Lumpur, Malaysia where he said: ‘There are areas where Cambodia has encroached upon us, and we must also acknowledge that there are areas where Thailand has encroached upon their territory.’

Thais have criticised him for suggesting Thais were equally to blame for the border stand-off. Asked about the prospect of reopening border checkpoints, and whether he had discussed the matter with Cambodian Prime Minister Hun Manet, Mr Anutin replied there had been no talks.

He said the Thai government would only consider reopening border checkpoints after consulting the public. ‘This should settle the matter once and for all.’

He also said he had never heard of the military going out to solicit donations for military equipment, pointing out that defence is among the biggest items in the budget.

On Saturday, Maj Gen Winthai Suvaree, the army’s spokesman, said the army is not lacking in basic necessities, following public debate over recent donations sent to soldiers along the Thai-Cambodian border. He was speaking after attending a meeting of the House committee on military affairs.

The phrase ‘the army is not lacking’ referred specifically to essential military equipment and basic supplies. It did not mean the army was disregarding acts of generosity from the public or other sectors, he said.

Re: “Thailand now ‘the sick man of Asean'”, (Opinion, Oct 30).

While Economist/columnist Chartchai Parasuk’s analysis offers a sobering view of Thailand’s economic outlook, it would not be correct for society to accept a fatalist vision of its future.

Calculations and forecasts made by the IMF measure growth rates and debt ratios, but not the resilience, creativity or spirit of the Thai people.

If Thais can revitalise traditional community support — qualities beyond the reach of economic models — the industrious population of Thailand can transform today’s relative pessimism into renewed confidence. By the end of 2026, the Thai nation may have upset the experts’ gloomy forecasts.

Ioan Voicu

No free lunches

Re: “Andrew bows out” and “Credit where it’s due”, (PostBag, Nov 2).

Just the two letters today, but both well worthy of comment.

The first tells us about a naughty royal, formerly known as Prince Andrew. I’m sure this sort of behaviour does happen elsewhere ad nauseam around the world, especially when your spoons are made of silver.

He also wrote that Andy’s teammate Jeffrey Epstein committed suicide, though I beg to disagree with this assertion.

The second one was from law professor Ajarn Vitit Muntarbhorn.

He cites the “unspoken aberration” of non-remuneration for any kind folk who give up their free time to help out at various embassies, international agencies or the UN.

So local people here are asked to help out for free, paying their own travel costs getting to the conference and somehow aiding the process with their local knowledge pro bono.

Recounting a recent seminar where he was to give a one-hour talk, we’re told his request for a car to travel to the venue was denied and subsequently advised to take a taxi instead with costs reimbursed upon receipt.

I must agree that the taxi option is a lot more economical and practical but alas a written “check bin” is rarely available from a cabbie.

After contacting the embassy’s ambassador for assistance, he managed to ruffle a few feathers below deck, leading to a menacing verbal response.

My advice is to give the whole shebang the elbow or pick your potential collaborative bodies more carefully if desiring to enlighten the enlightened.

Ian Dann

Driving in their cars

Re: “Open for trial: Motorists test out the Bang Yai-Kanchanaburi motorway”, (BP, Oct 31).

On seeing the photo of the M81 motorway, I am moved to pen this. We all know Thais love their cars — years ago, a property agent drove me to a potential Bangkok office one stop away on the skytrain.

Of course, it took me 15 mins longer to get there in their car (“it’s all part of our service”).

Other countries have invested and are investing in rail transport, for people and freight, using integrated connections, thus reducing accidents (on the road and during construction), pollution and environmental damage.

Anyone got an answer to what is stopping Thailand making this move toward a “developed, safer and cleaner country?”

And please, please change your old diesel engines to electric.

JezzaNong

Three Thai women have been arrested for their alleged involvement in a romance scam network run by a group of Nigerians that defrauded victims of more than six billion baht.

The suspects, identified only as Jutharat, Janjira and Jiraphan, were apprehended on Sunday in Chachoengsao, Nonthaburi and Yala provinces on charges of involvement in transnational crime and money laundering, said Pol Maj Gen Pattanasak Bupphasuwan, commander of the Consumer Protection Police Division, on Monday.

Their arrests followed an investigation into a scam network believed to have been operated by a group of Nigerians since 2019, Pol Maj Gen Pattanasak said.

The gang allegedly lured Thai victims into fake online relationships before concocting stories to persuade them to transfer money through various digital channels. Police said the total losses amounted to more than six billion baht.

According to investigators, the three arrested women were allegedly responsible for recruiting people to open mule bank accounts used to receive money from victims. They also made cash withdrawals and reportedly earned commissions of between 2% and 10% of the total amount each time.

The suspects have denied the charges. Police said the investigation is ongoing.