22-8-2024 (BANGKOK) Thailand’s capital has become a hotspot for international entertainment events, with fan meetings emerging as a particularly lucrative segment. These gatherings, which bring devoted followers face-to-face with their idols, are attracting increasing attention from event organisers and corporations alike, eager to tap into this burgeoning market.
The phenomenon, which began with K-pop stars, has since expanded to encompass a wide range of niches, including the controversial adult entertainment industry. This diversification reflects the changing landscape of fan culture and the growing economic potential of such events.
According to Allied Market Research, the adult entertainment market was valued at US$58.4 billion in 2022 and is projected to reach $96.2 billion by 2032, with a compound annual growth rate of 5.2%. This growth potential has not gone unnoticed by event organisers in Thailand.
In a bold move, Bangkok is set to host its first Asia Entertainment Expo (AEE) in November 2024 at the Impact Exhibition Center. The expo, which has already generated significant media buzz, will include a section dedicated to fan meetings with renowned adult film actresses.
Mario Xu, general manager of AACF International Exhibition Co, the event’s organiser, expects the three-day expo to attract at least 150,000 attendees from Thailand and abroad. The AEE aims to provide a platform for exhibitors to engage directly with customers, potential distributors, and industry professionals.
Beyond the adult entertainment sector, fan meetings have become a powerful marketing tool for corporations across various industries. Luxury brands have long employed celebrities and K-pop stars to promote their products, but some companies are taking innovative approaches to leverage fan enthusiasm.
Last year, hypermarket chain Lotus’s made headlines with its marketing campaign featuring Korean actor Park Seo-Joon. The company incentivised spending at its outlets by offering exclusive fan meeting tickets to top spenders, resulting in a viral campaign that saw the highest individual spend reach a staggering 78 million baht.
