The Tourism Authority of Thailand recently unveiled a new global promotional campaign titled “Feel all the feelings”naming Thai BLACKPINK member Lisa as its international ambassador. Initially hailed as a high-profile, strategic marketing move, the campaign quickly became a hot topic online after its key image sparked unexpected controversy.
The main image features Lisa positioned in the center of a serene sunrise scene in the seasonal “Red Lotus Sea” in Udon Thani province, a location chosen to symbolize tranquility, natural beauty and a slower pace of travel. The campaign aims to leverage Lisa’s massive global influence to bring international tourists back to Thailand and highlight lesser-known destinations.
However, shortly after the images were published, criticism began to emerge on social media platforms. Many netizens pointed out that Lisa looked poorly blended into the background, and some described her as if she did “floating” rather than naturally present in the environment. The overly refined composition led to speculation that the image relied heavily on AI-generated elements or excessive digital composition rather than on-location photography.
The reaction intensified when famous Thai lyricist and music producer Nitipong Honark spoke out on the issue. Taking to social media, he delivered a scathing critique, noting that the campaign was “like taking a precious stone worth hundreds of billions and presenting it as if it were only worth a few hundred baht.” His comment quickly went viral, further fueling the debate over whether the quality of the production matched the scale of the investment and the stature of its global ambassador.
Despite the criticism, some observers have come to the campaign’s defense, arguing that Lisa’s international recognition alone ensures strong global visibility for Thai tourism. Proponents also note that AI-assisted imagery is becoming increasingly common in large-scale advertising due to time, budget and logistical constraints.
Thai media have since analyzed the controversy from a broader perspective, suggesting that the debate goes beyond a single promotional image. Instead, it highlights a growing challenge for country branding campaigns: how to balance authenticity, cutting-edge technology, visual impact and cost efficiency, especially when representing a country’s image on the global stage.
Whether praised or criticized, the campaign undeniably succeeded in attracting attention. For better or worse, Lisa once again finds herself at the center of a global conversation—this time not about music or fashion, but about the evolving intersection of celebrity, tourism, and AI-driven imagery.
Sources: Netizenbuzz
