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The record-breaking live-streaming by Ratchanok “Janey” Suwannaket represents a good example of successful digital marketing that follows the “4 A’s” of success, which refers to algorithm, attention, all together and audience collaboration, according to a marketing academic.

Asst Prof Ake Pattaratanakun, head of Chulalongkorn Business School’s Marketing Department, analysed the elements that contributed to the success of Ms Ratchanok’s live-stream and said TikTok’s algorithm prioritises the consistency of live-streamers, rather than focusing solely on sales performance.

The algorithm favours consistent live-streamers, rewarding those who produce engaging and creative content regularly, which is evident in Ms Ratchanok’s case.

Attention also plays a vital role, as before her live-stream marathon, Ms Ratchanok shared personal stories about her family, which drew significant public interest.

Her live-streams also took place close to the popular “double day” shopping event on Oct 10 (10.10), when consumers were in the mood to shop.

Timing, storytelling and a favourable algorithm helped boost her live-stream and sales to new heights, said Mr Ake.

According to a post by Ms Ratchanok on Facebook, total sales for the six-day (Oct 9-14) event tallied 557 million baht.

Mr Ake said in terms of the “all together” factor, many Asian cultures often embrace collectivism, unlike in Western societies. This leads to fear of missing out, the phenomenon where people take action because they are worried about being left out of social trends or not understanding what others are talking about.

When Ms Ratchanok’s live-streams began trending, many who never watched them before joined in to see what other people were talking about.

Regarding audience collaboration, Mr Ake said Ms Ratchanok successfully broadened her viewer base by partnering with other influencers and high-profile celebrities such as actress Patcharapa “Aum” Chaichua, attracting more viewers.

Many who had never heard of Ms Ratchanok before began tuning in to her live-streams, he said.

“All four factors together created a phenomenon,” said Mr Ake.

“While achieving such a phenomenon is possible, maintaining that level of success is much more difficult.”

SUSTAINING SUCCESS

He noted society has seen many influencers rise to fame quickly, then fade away shortly after.

“To sustain success, consistency, quality of products and services, content value and the creator’s good character are fundamental,” said Mr Ake.

To ensure sustainability, he suggested Thai brands could learn from global examples of artists and companies that turn audiences into loyal fanbases with strong emotional bonds.

For example, US singer, songwriter and actress Lady Gaga has a huge fan club called the “Little Monsters”, which has developed its own culture and activities, keeping them engaged over the years.

Mr Ake said maintaining fame requires more than just delivering quality work — people must also make positive contributions to society, such as through philanthropy.

IS IT FOR EVERYONE?

E-commerce live-streaming involves several costs, such as product costs, platform fees, delivery fees and collaboration fees.

If a large viewership generates significant promotional value, joining a high-viewership live-stream can serve as a powerful brand promotion opportunity, where direct profit may be secondary, he said.

However, large conglomerates may hesitate to place their flagship brands in real-time marketing campaigns as they must carefully assess the potential risks, said Mr Ake.

He said if a live-streamer’s personality aligns well with a brand’s image, big corporations could consider promoting brands that fall under their broader umbrella during these high-exposure marketing moments.

Second-placed Bangkok United travel to Muang Thong United for a crucial clash at the Thunder Dome Stadium on Saturday night as Thai League 1 returns this weekend after a two-week international break.

The Angels, who have 16 points from seven games, have a chance to draw level with leaders Buriram United with an away victory on Saturday but will face a Muang Thong side desperate for three points at home after failing to win their last four matches.

Bangkok’s only loss this season was against the Thunder Castle last month and they head into today’s game on the back of two successive league wins against Ratchaburi and Nakhon Ratchasima.

Angels coach Totchtawan Sripan will return to his old stomping ground, where he was head coach of Muang Thong during the 2016-2018 seasons.

Also on Saturday, third-placed Ratchaburi host the Lamphun Warriors, Port visit Nakhon Ratchasima and BG Pathum United welcome promoted Ayutthaya United.

Rayong take on PT Prachuap, winless Chonburi host Chiang Rai, while Kanchanaburi meet bottom side Uthai Thani tomorrow.

Buriram have been given a weekend off as they prepare for the AFC Champions League Elite match against Melbourne City on Tuesday.

Thailand’s Sarit Suwannarut, armed with a new swing, putter and shafts, marched into the lead at the Macao Open on Friday, looking every bit the golfer who has won two of the biggest titles on the Asian Tour.

The 26-year-old took charge of the US$1million (approx 32 million baht) event by making a brilliant 20-foot eagle putt on the par-five 18th to shoot a third-round seven-under-par 63.

It is the joint-lowest round of the week and saw the Thai take the lead on 12-under 128, three shots ahead of Ye Wocheng, the unsung Chinese golfer, who carded a 66.

Ye’s compatriot and former college-mate Bobby Bai (67), Australians Jack Thompson (68) and Brett Rankin (66), Germany’s Dominic Foos (68) and Siddikur Rahman (66) of Bangladesh are another stroke back.

China’s Ding Wenyi, the joint first-round leader with Gunn Charoenkul from Thailand, is also in that group after a 69. Gunn fell back after a 71 and is six under.

Sarit, winner of the Indonesian Masters in 2022 and China Open the following year, has had a relatively quiet season.

He is currently 34th on the Asian Tour Order of Merit — principally thanks to two top-12 finishes in his last two events. These have been the highlights of his season so far — the result of adjustments to his swing and equipment that appear to have got him back on track.

“I have done a few things. I was just swinging my arms and not turning my body, and I changed to softer shafts so I can hit a cut more easily plus I have a different putter — that’s been important and it’s working well,” Sarit said.

His eagle on the last hole was a result of a giant 8-iron second shot on a hole that is 576 yards.

“I think it was all about putting today,” he added.

“Even though I had two three-putts, I still made a lot of birdie putts. I missed one three-footer, but other than that I made everything, so it’s the putter that kept the momentum going.

“For sure, I never change my plan. If I have a chance to be aggressive, I will always be aggressive. You have to commit to the shot and then hit. A bad shot is still a bad shot, so I’m going to stick to my plan.”

Sarit is one of the strongest drivers on Tour, an attribute not a necessity at the Macau Golf and Country Club, where accuracy is key. However, the man nicknamed ‘Safe’ was long and straight yesterday on his way to making an eagle, seven birdies and two bogeys. Surprisingly, he three-putted the 16th for a bogey from 30 feet.

Hong Kong’s Taichi Kho came in with a 69 and is four-under 136, along with Korea’s Im Sung-Jae, who fired a 71.

Defending champion Rattanon Wannasrichan of Thailand is also tied with them after a 68.

Kho found himself in one of the strangest situations on a golf course when his father, who had been following his group, stepped in to caddie for John Catlin, one of his playing partners, whose caddie was unable to carry on due to heatstroke.

China’s Haotong Li is one stroke back after a 67, while England’s Lee Westwood, winner of this event 26 years ago, bounced back with a 68 after an opening 74, but missed the cut by three.

The commerce minister held discussions with the Chinese ambassador on enhancing exports of Thai agricultural products to China and fostering sustainable and firm bilateral trade.

Commerce Minister Suphajee Suthumpun said she had discussions with Zhang Jianwei, Chinese ambassador to Thailand, last Wednesday to explore measures to improve economic collaboration between the two nations. Thailand sought China’s support in facilitating exports of Thai agricultural products to China, including rice, longan and beef cattle.

During the meeting, she asked the ambassador to communicate with the Chinese government about easing the import process for Thai longan and expediting the consideration to open the Chinese market for Thai beef cattle.

Mrs Suphajee also requested the Chinese government purchase more Thai rice, citing its quality and competitive prices.

She is planning to lead a delegation of 60 Thai businesses to the China International Import Expo in Shanghai in November, allowing Thai businesses to showcase their quality products and promote exports to China.

The two nations are slated to sign an agreement on upgrading the Asean-China Free Trade Area agreement at the Asean-China Summit later this month.

China is Thailand’s largest trade partner. In 2024, bilateral trade tallied US$116 billion, a 10.4% year-on-year increase, with Thailand’s exports totalling $35.3 billion and imports $80.6 billion.

For the first 10 months this year, bilateral trade amounted to $96.3 billion, up 28% year-on-year, with exports at $27.7 billion and imports $68.5 billion.

Key export products are fresh, chilled, frozen and dried fruit; rubber products; computers and peripherals; plastic pellets; and cassava products. Major imports include electric machinery and peripherals; electric appliances; computers and peripherals; and iron and steel products.

Prime Minister Anutin Charnvirakul has made the correct, but long overdue, move in forming the National Committee for the Prevention and Suppression of Technology-Related Crimes.

Usually, countering cybercrime duties are scattered among government agencies and ministries. Such a silo mentality and culture may help explain why those responsible for countering cybercrime and scammers are in such a state of disarray.

The 24-member committee raises hopes that state bodies will be able to work together while being on the same page.

Chaired by Mr Anutin, this committee will bring under one umbrella the foreign affairs, digital economy, interior and justice ministries, as well as the Royal Thai Police and independent bodies such as the Anti-Money Laundering Office (AMLO), the Office of the National Anti-Corruption Commission (NACC), the Bank of Thailand (BoT) and the National Broadcasting and Telecommunication Commission (NBTC).

It is expected to lead to closer collaboration among agencies responsible for tackling cybercrime.

The government has already started to up its game in tackling scammers. So this national committee can carry on the good momentum.

The 1411 hotline initiated by the previous Pheu Thai government serves as an example of the close collaboration between the police and commercial banks in freezing the accounts of fraudsters and mule accounts, in order to return the money to victims.

A campaign this month by the new Minister of Digital Economy and Society (DES), Chaichanok Chidchob, to better scrutinise iris-scanning activities linked to crypto trading schemes is another good example that shows the government is working to prevent the abuse of personal biometric data.

But more needs to be done. The elephant in the room is Thailand’s notorious status as a transit point for human traffickers to ship forced labourers to work at scam centres in Myanmar’s Myawaddy and boiler rooms in Cambodia.

Without the use of bribes, it would be impossible for these workers to move across the border so easily. It is an open secret that just 20,000-30,000 baht of “tea money” can make unscrupulous officials turn a blind eye to a truck taking contraband goods across the border.

Without restructuring border immigration and removing all the bad apples, Thailand will remain a “safe” transit point for traffickers. What is lacking is the political will to go after the big fish.

Early this year, Chinese Assistant Minister Liu Zhongyi visited Mae Sot, which borders Myanmar, and Myawaddy to inspect operations aiding victims of call-centre scams. And last month, a Chinese court sentenced to death 11 members of a family that ran scam centres in Myanmar’s Laukkaing, close to the Chinese border.

This week, South Korea’s Second Vice Foreign Minister Kim Jina went to Cambodia to rescue kidnapped citizens from boiler rooms. On Wednesday, the US government seized US$14 billion (458 billion baht) in bitcoin and charged Chen Zhi, the founder of a Cambodian business empire, Prince Group, with masterminding a forced-labour scam and money laundering.

So while this new committee is a good start, it will just be another paper tiger unless the government bares its teeth and flexes its muscles.

Thailand’s residential property sector is grappling with a severe credit crunch, as mortgage rejection rates have surged to an unprecedented 80% this year, up sharply from around 30% during the pandemic, according to developers.

This alarming figure underscores a deepening crisis that is suppressing both home ownership and developer growth. The soaring rejection rate has created a dual shock within the market.

On one side, a generation of prospective buyers is being locked out of home ownership. On the other, listed developers are facing a sharp downturn, with transfer volumes and revenue not only missing targets by a wide margin, but also plunging year-on-year.

Q: WHY ARE MORTGAGE REJECTION RATES SURGING?

In general, the surge in mortgage rejection rates stems from two key factors: borrowers’ lack of financial readiness and banks’ increasingly stringent lending criteria, both of which are linked to the slowing economy and Thailand’s mounting level of household debt.

One of the most significant issues is prospective borrowers’ high debt burden, particularly when it comes to household debt.

Household debt climbed to more than 90% of GDP in 2022, well above the Bank of Thailand’s comfort zone.

Although the ratio eased slightly to 86.8% of GDP in the second quarter of 2025, banks have maintained tight lending standards, making mortgage approval more difficult.

Another major factor is poor credit history, as many mortgage applicants remain on credit blacklists due to late payments, loan defaults, or existing non-performing loans (NPLs), reducing their creditworthiness in the eyes of prospective lenders.

Applicants with unclear or unstable sources of income also face significant challenges. Freelancers and self-employed individuals with fluctuating earnings are subject to more stringent scrutiny, as banks require steady, verifiable income streams.

Other contributing factors include incomplete borrower qualifications, such as insufficient income, employment history, or the prospective borrower’s age not aligning with the repayment term.

There are also problems with collateral valuation, including appraisal values falling below the purchase price or legal complications surrounding the property.

In some cases, homebuyers take on new debt after passing the bank’s preliminary loan screening, mistakenly believing their mortgage has already been approved, even though the official transfer date has yet to arrive.

While waiting for the transfer, they begin making new financial commitments on the assumption that their loan has already been secured.

Some may use their credit cards for large purchases, take out personal loans to furnish their future home, or even finance a new car in preparation for their move.

These additional debts, though often unintentional, can significantly alter their credit profile and repayment capacity within just a few months.

When the bank rechecks their financial status just before the transfer, it often finds newly incurred debts, causing their debt service ratio to exceed the limit.

As a result, the mortgage application is rejected at the final hurdle, leaving prospective buyers unable to complete the transfer despite coming close to owning a home.

Q: WHY HAVE REJECTION RATES SOARED IN 2025?

The sharp uptick in mortgage rejections this year can be attributed to factors beyond prospective borrowers’ personal financial issues, said Surachet Kongcheep, head of research and consultancy at property consultancy Cushman and Wakefield Thailand.

While most people assume rejected mortgage applications are due to a prospective borrower’s poor credit record or excessive personal debt, banks today are digging deeper into applicants’ backgrounds and their finances, he said.

“Even if a homebuyer has no history of bad credit, has never defaulted on personal loans, or never financed high-value items, financial institutions are now assessing risks beyond the individual level,” said Mr Surachet.

A key change in lending practices is banks increasingly consider the financial health of an applicant’s employer or their business sector.

“Banks may look at whether the company or organisation the borrower works for is financially sound, or whether it belongs to a business sector under economic strain,” he said.

“If the employer operates in a high-risk or declining industry — often termed a sunset industry — that can negatively affect the borrower’s credit evaluation, even if their salary and debt record are solid.”

In some cases, the bank’s decision is influenced by the payment behaviour of other employees within the same organisation.

“If a financial institution finds employees in the same company have existing debts — whether that’s a mortgage or personal loan — or have fallen behind on repayments, it may regard the company as a higher-risk employer,” said Mr Surachet.

“As a result, even a new borrower from that organisation who personally has no financial issues could still be rejected.”

This broader, more cautious approach stems from banks’ determination to avoid a new wave of NPLs.

During property cycles in the past, institutions that approved loans too liberally later suffered heavy losses, especially when the value of collateralised assets sank.

“Although property assets are used as collateral, they rarely cover the full value of the loan once repossessed,” he said. “When banks are forced to sell non-performing assets in bulk, they almost always have to offer steep discounts, resulting in losses that outweigh the collateral value.”

Because of this, financial institutions are now enforcing stricter due diligence when scrutinising loan approvals, extending beyond the borrower’s credit history to include their employment stability, industry outlook, and even the repayment behaviour of their peers, said Mr Surachet.

“Banks simply do not want to take chances,” he said. “Their goal is to prevent bad debt before it happens.”

People living in southern Thailand have been warned to prepare for possibly torrential rain that will come with a risk of flash floods, forest runoff and landslides, expected from Tuesday to Saturday next week.

The Department of Disaster Prevention and Mitigation said on Saturday that the provinces at risk of flash floods, forest runoff and landslides are Chumphon, Surat Thani, Nakhon Si Thammarat, Phatthalung, Songkhla, Yala, Narathiwat, Ranong, Phangnga, Phuket, Krabi, Trang and Satun.

Reservoirs are expected to overflow in Ranong, Surat Thani, Phuket and Krabi.

Major rivers and canals in the provinces are expected to rise significantly and overflow into low-lying areas. Authorities are monitoring conditions and working to prevent impact on residents, advising people to closely follow updates.

The department said flood conditions were persisting in 16 provinces in the North, Central Plains, Northeast and East on Saturday, affecting more than 128,000 households in 77 districts in total.

The Football Association of Thailand (FAT) claimed the Asian Football Confederation’s Member Association of the Year Diamond Award for the second consecutive year at the annual gala of the regional body in Saudi Arabia on Thursday night.

FAT president Nualphan Lamsam was in Riyadh to receive the award as Thailand became the first nation to win the honour two years in a row.

It was another memorable milestone for the Thai governing body, which last year won the prestigious honour for the first time in the 30-year history of the award in Seoul, South Korea.

The other two national governing bodies nominated for the award were the Chinese and Vietnamese football federations.

The prestigious honour reflected FAT’s successes on and off the pitch in the past year, including the performance at both club and international levels, management standards and hosting of international tournaments.

The Member Association of the Year Award is divided into four tiers based on ranking groups: Platinum (1-12), Diamond (13-24), Gold (25-36) and Ruby (37-47).

Thailand has also been selected as the host of the AFC Annual Awards 2026, underscoring the nation’s growing reputation and capability to stage international sporting events.

Players honoured

Saudi Arabia captain Salem Al-Dawsari was named Asia’s Player of the Year for a second time and Japan’s Hana Takahashi won the women’s award.

The 34-year-old winger Al-Dawsari finished as top scorer in last season’s AFC Champions League with 10 goals as he helped Al-Hilal reach the semi-finals of the continent’s top club competition.

Al-Dawsari, who also scooped the award in 2022, said: “This achievement is not the end of the road, but rather the beginning of greater ambitions.”

Skippered by Al-Dawsari, Saudi Arabia this week sealed their place at next year’s World Cup in North America.

Urawa Reds defender Takahashi, 25, played a pivotal role for club and country in recent months. The goal-scoring defender helped Urawa win a domestic cup in Japan. bangkok post/afp

Thailand’s Atthaya “Jeeno” Thitikul is ranked as the No.1 ladies golfer in the world and she displayed exactly why this is the case with a remarkable come-from-behind display to win the LPGA Shanghai title last Sunday.

On a day of extraordinary high quality golf, Jeeno came from four shots down to force a playoff against Japan’s Minami Katsu and then proceeded to win the title with a birdie at the fifth playoff hole. On her last five holes in regulation, the Thai star recorded three birdies and an eagle.

To overhaul Katsu in that final round 22-year-old Jeeno fired a stunning nine-under par 63. The Japanese player, who began the day with a two-shot lead, which she later extended to four, shot a seven-under 65. Under any normal circumstances that would have guaranteed a victory, but Jeeno ensured it would be anything but normal.

Despite the tension Katsu, who shot an incredible 61 on the second day, displayed tremendous sportsmanship, applauding Jeeno’s brilliant eagle on the 17th hole. The Japanese player told reporters that the final day had been a “great experience,” adding that it had given her confidence.

The impressive galleries in Shanghai also deserve recognition. Although they would obviously have preferred a Chinese player to win the title, they gave enthusiastic applause to both the Thai and Japanese players as they battled it out down the nerve-jangling final stretch. The spectators also kept very quiet when players were putting, something that was not always the case in the Ryder Cup.

Jeeno’s win was all the more impressive considering recent disappointments she has suffered after letting slip tournaments in final hole dramas. She displayed considerable mental strength in not allowing those recent setbacks to unsettle her. It must have been hard for her to shake off the memory of four-putting on the final hole in the Kroger Queen City Championship, which gifted England’s Charley Hull a one-stroke victory.

The Thai star had not played for three weeks after that disappointment and took a much-needed vacation in Canada. The victory in Shanghai came as a great relief for the young Thai. “What happened in the last event was still on my mind,” she admitted. “But I have proved I can come back. It’s a dream come true.”

Jeeno told Golfweek that the dramatic losses had hurt. “I cried quite a lot,” she admitted. “I am human and make mistakes, everyone does.”

With the Shanghai victory, Jeeno also became the first player to win twice on the LPGA tour this year.

Last year, the Thai star decided to use her nickname Jeeno as her professional golf name rather than her first name Atthaya. The reason was simple. “It’s just easier for people to pronounce and remember,” she explained.

Jeeno is known for her relaxed demeanour on the course with plenty of smiles and laughter. “If I take it too seriously, I won’t win,” she once said. But behind the smiles there is strong discipline and a determination to win.

Jeeno was raised in Ban Pong, Ratchaburi, and was introduced to golf at the age of six by her grandfather. It is important that Thai golf fans don’t expect too much from Jeeno. No one can win every week, even the world No.1. But there is little doubt Jeeno will soon be needing a bigger trophy cabinet.

Thailand strengthens Confucian scholarships through global partnershipsConfucian studies in Thailand are gaining renewed momentum through research collaborations, youth-focused initiatives, and international partnerships, as highlighted during the 7th meeting of the Executive Committee of the International Confucian Association (ICA), held recently in Xiamen, China.

In his remarks at the meeting, former Deputy Prime Minister Phinij Jarusombat praised the ICA’s growing influence in advancing Confucian research and fostering intercultural dialogue.

He cited the successful ‘Harmonious Civilization Seminar 2025’, held in Bangkok in June, as a prime example of Thailand’s active role in promoting Confucian thought across Southeast Asia.

‘This meeting allows us to reflect on the past, assess the present, and plan for the future,’ Mr Phinij said. ‘The Bangkok seminar vividly demonstrated how Confucian wisdom can engage with global challenges through the exchange of ideas across cultures.’

The 2025 seminar, themed ‘Confucian Philosophy and Global Civilizational Dialogue’, attracted hundreds of participants from political, academic, and business sectors across Asia and beyond. Attended by high-level representatives, including ICA President Sun Chunlan and senior Thai officials, the event established a platform for in-depth exchanges on Confucian values such as benevolence, sincerity, and harmony.

Discussions explored how these principles could inform responses to pressing global issues, including climate change, social fragmentation, and geopolitical tensions.

Delegates also examined Confucian perspectives on education, youth responsibility, and corporate ethics, with the seminar fostering new networks of cross-cultural understanding.

Mr Phinij emphasised that the seminar underscored the vitality of Confucianism in contemporary society. Rather than dwelling on the past, the discussions focused on how Confucian moral wisdom can guide areas such as business ethics, family education, and community governance – even extending to frontier fields like artificial intelligence and digital ethics.

Core Confucian tenets such as ‘Do not do to others what you do not wish for yourself’ and ‘Harmony without uniformity’ were presented as valuable frameworks for global governance and international relations in today’s fragmented world.