In the bustling world of Thai business, October 2025 is shaping up to be a month of both challenge and opportunity. Against a backdrop of economic uncertainty and shifting consumer behavior, one company is making headlines for its dynamic approach: Koreadong, a prominent player in Thailand’s food and beverage sector, has launched a real-time marketing campaign designed specifically to help small and medium enterprises (SMEs) thrive in the digital age.
The campaign, aptly named “Engagement,” kicked off on October 20, 2025, and is set to run through the end of the month at the Thailand International Trade and Exhibition Centre (BITEC). According to Koreadong’s official announcement, the initiative aims to boost brand engagement, relevance, and performance for SMEs by leveraging the power of real-time marketing—a strategy that’s quickly becoming essential in today’s fast-moving digital landscape.
But what exactly is real-time marketing, and why is it generating so much buzz among Thai businesses? As reported by koreadongthailand, real-time marketing is all about responding quickly and creatively to current events, social media trends, or even the results of a big football match. The goal is to capture the public’s attention at just the right moment, turning fleeting trends into golden opportunities for brand awareness and customer loyalty.
Take, for example, Koreadong’s own viral campaign tied to a recent football showdown between Manchester United and Liverpool. The company promised free meals for a year if Manchester United won—a bold move that required customers to comment, share, and post photos to participate. The results were staggering: 34,000 likes, 18,000 comments, and 20,000 shares, all in a matter of days. When Manchester United clinched a 2-1 victory, the buzz around Koreadong exploded, demonstrating the sheer power of real-time marketing to drive engagement and build brand relevance.
This approach isn’t just about chasing likes and shares, though. Koreadong’s campaign is built on three clear pillars: measurable engagement metrics, relevance to consumer behavior, and platform-specific strategies that tailor messages to each digital channel. By focusing on these elements, the company hopes to help other SMEs follow suit, capitalizing on moments that matter and turning social conversation into real business results.
The numbers tell a compelling story. The SME sector in Thailand has seen remarkable growth in recent years, with 3,000 SMEs in 2020 ballooning to 10,000 by 2022. Forecasts for 2024 predict as many as 13,500 SMEs, underscoring both the vibrancy and the competitiveness of the market. Koreadong’s IPO, priced at 7.50 baht per share with a total of 105,882,352 shares available, is another sign of confidence in the sector’s future potential. The IPO is set to open for investor bookings from October 24 to 27, 2025, at BITEC, further cementing the company’s commitment to supporting Thai entrepreneurship.
Yet, the environment for Thai businesses is not without its hurdles. According to a recent survey by the Hakuhodo Institute of Life and Living ASEAN (Thailand), Thai consumers are feeling the pinch: overall spending intentions for October 2025 have dipped by one point compared to August, reflecting ongoing concerns about the economy and both domestic and international conflicts. Despite these worries, there’s a silver lining—Thai happiness scores have actually increased by two points from the previous month, suggesting a resilient spirit and a collective determination to weather tough times together.
“This is a golden opportunity for Thai brands to rally the public and foster genuine engagement,” said Arunroj Laojaroenwong, Deputy Director of Strategic Planning at Hakuhodo Institute. He pointed to the surging sense of national pride—what many are calling the ‘Proud to be THAI’ movement—as a key driver of consumer sentiment. Brands that can tap into this wave, he argued, stand to gain not just market share but also a lasting emotional connection with their customers.
The Hakuhodo survey offered practical advice for brands aiming to ride the Thai DNA trend. For Generation Z, humor and real-life anecdotes on product packaging can spark joy and social sharing. Generation Y, meanwhile, is drawn to unique, contemporary Thai designs and collaborations with local artists. Generation X appreciates nostalgia, with retro packaging and stories that evoke simpler times. By tailoring campaigns to the tastes of each generation, brands can create moments that resonate deeply and encourage participation across the board.
Beyond generational targeting, the survey highlighted three areas where Thais feel particular pride: their diverse and delicious cuisine (56%), the warmth and kindness of the Thai people (51%), and the country’s rich tapestry of art, culture, and tradition (38%). These themes, according to Intira Sriamnuay, Director of Digital Strategy Planning at Hakuhodo Institute, are ripe for creative campaigns that showcase Thailand’s strengths to the world and invite both locals and foreigners to celebrate together.
In fact, October’s holiday season presents a perfect stage for such efforts. Brands are encouraged to launch pop-up “rest stops” where travelers can check in, sample limited-edition local products, and join in activities like the “Thainess Filter Fest,” which uses augmented reality filters to generate user content and drive sales. These initiatives not only boost engagement but also reinforce the sense of community and shared identity that’s become so important in recent months.
Of course, challenges remain. As Manasit Leenanont, Senior Strategic Planner at Hakuhodo Institute, observed, Thais are keeping a close eye on everything from international disputes to high-profile legal cases and economic instability. “People are holding on tight, following the news closely, and hoping for a reprieve as the year draws to a close,” he noted. Still, there’s an unmistakable sense of optimism—a belief that, by sticking together and embracing what makes Thailand unique, better days are ahead.
Koreadong’s real-time marketing push fits neatly into this broader narrative. By helping SMEs harness the power of timely, relevant campaigns, the company is not just chasing trends—it’s empowering a new generation of Thai entrepreneurs to connect with their customers in meaningful ways. As digital engagement becomes ever more central to business success, those who can think fast and act faster will have the edge in an increasingly crowded marketplace.
For now, all eyes are on Koreadong’s campaign at BITEC and the upcoming IPO. Whether this bold strategy will pay off in the long run remains to be seen, but one thing is clear: in the world of Thai business, seizing the moment has never been more important.