Thailand's entertainment and business sectors are currently buzzing with exciting developments, from glamorous award shows to innovative consumer trends. Recently, the Screen Actors Guild (SAG) Awards celebrated outstanding performances, showcasing the fashion prowess of celebrities and setting the stage for upcoming trends.
During the SAG Awards, several fashion trends emerged, captivating the audience. Sparkle was one major trend, exemplified by attendees like Anna Sawai, who donned crystal-embellished gowns reflecting dazzling light. Off-shoulder designs also took the spotlight, combining allure with elegance, demonstrating how this style could evoke femininity. Floral patterns showcased romance, becoming popular among beloved starlets, adding softness and grace to the red carpet ensembles.
The classic combination of black and red never goes out of style, proving again its timelessness at glamorous events. This year, it was seen represented elegantly, as many celebrities turned heads with these bold colors. For those wanting to make statements, outfits embellished with feathers offered whimsical flair, depicting the vibrant spirit of fashion—an embodiment of those striving to be trendsetters.
Shifting focus from the red carpet, Tetra Pak (Thailand) has also germinated significant updates within the food and beverage industry. Suphanut Rattanathip, Marketing Director at the company, reported consumer trends pivoting around six main desires: health, value, sustainability, convenience, deep-rootedness, and experiential connectivity—especially with digital tools like QR codes. It became evident how leading brands, including Dutch Mill, are adapting to capture consumer tastes, with campaigns like point-accumulating QR scans enhancing engagement and gaining insights on purchasing patterns.
According to Jitphol Trairatworawut, Marketing Manager at Dutch Mill, merely having one product won't satisfy the diverse needs of modern consumers. Creating personalized experiences requires grasping the variations of consumer behavior across different demographics, which informs product development.
Underlining the importance of community networks, WP Energy’s recent seminar titled “Partners of Thought for Restaurant Business,” marked its second iteration aimed at bolstering the knowledge base of restaurant entrepreneurs. Nuppong Omathikul, Vice President of WP Energy, expressed the firm’s commitment to uplift the overall quality of life for Thai people, positioning the restaurant growth sector as integral under their “We Promise” mission.
Nuppong elaborated on how post COVID-19, the restaurant industry grapples with significant changes and challenges. Many businesses have to adapt quickly to these changes, experimenting with AI technologies such as food delivery robots and online engagement methods to keep up with consumer demands.
Meanwhile, at the Thailand Aesthetics Business Forum (TABF) 2025, the integration of AI within beauty services was discussed. According to Kittiworn Rattanajun of Merz Aesthetics, the amalgamation of AI's strengths with emotional intelligence is transforming customer service standards. A focus on the human touch alongside technological advancements is deemed necessary for sustainable service improvements.
Highlighting how they can leverage AI to enrich customer engagement, premises were made on how such tools can differentiate businesses. This sentiment was echoed by speakers who underscored the necessity of telling compelling stories through content marketing, ensuring restaurants stand out amid fierce competition.
Conclusively, the trends witnessed—from the glamour of award ceremonies to meaningful discussions within the business community—illustrate the interconnected nature of entertainment and industry evolution within Thailand. By blending creativity with strategic adaptation, businesses across the spectrum are poised to thrive, echoing the shared journeys of growth among partners and the pursuit of customer satisfaction.