By Shakthi DC (President of SAMA | Founder & CEO of iWisers),
When SAMA (Strategic Asia Marketing Alliance) decided to expand into Thailand, it wasn’t just about unlocking a new market. It was about finding the next pulse of creativity in Southeast Asia. Thailand, with its internet penetration exceeding 85% and one of the highest social media engagement rates in the region, offers more than just impressive statistics. It offers energy. But entering this space isn’t about ticking a regional checkbox. In Thailand, it is not enough to translate content. You need to understand the cultural heartbeat. You need to get it. This is where SAMA thrives – in understanding that true connection cannot be downloaded, it has to be earned.
For us, Thailand is not just a strategic stop. It is a creative hub, a bridge between cultures, and an embodiment of our regional ambition. We are not here simply to expand. We are here to evolve.
That evolution is guided by one principle: hyperlocalisation. Many talk about it as a trend, but it is a necessity. A great example comes from Malaysia’s Golden Screen Cinemas (GSC). Pre-Covid, GSC played it safe, like many in the industry. Then the pandemic arrived, threatening to silence cinema halls indefinitely. Instead of retreating, GSC leaned in. Its online presence transformed into something bolder and more relatable. Their Admin began speaking in a local, cheeky tone that resonated with audiences. What followed was not just a resurgence in relevance but clear dominance in social buzz. GSC became a case study in turning adversity into affinity.
Hyperlocalisation, when executed with authenticity, creates cultural familiarity. It is what allows brands to slip seamlessly into the hearts of consumers. Consider Bata. Though it is a Czech brand, it is often mistaken as local in many ASEAN countries. This is not by accident. Bata’s strength lies in being accessible, consistent, and embedded in everyday life. They did not chase luxury positioning. They pursued trust and comfort, and generations responded.
SAMA believes that with the right approach, newer brands can build the same kind of legacy. The blueprints exist. The challenge is having the patience and clarity to apply them in today’s world.
Operating across ASEAN is not without its pitfalls. A common misstep we observe is brands hesitating to commit to a meaningful identity. Many remain shackled to corporate safety nets, too afraid to speak the language of the people they aim to serve. This often results in communications that are neither bold nor safe – just forgettable. Fear of backlash or misinterpretation paralyses decision-making. But here is the truth: your audience learns how to treat you by the way you show up.
There is also a noticeable gap between collecting data and applying it to a long-term creative strategy. The most effective brand campaigns are not necessarily the loudest. They are the ones that use data to tell compelling stories that link back to the brand’s core purpose. Coca-Cola’s hydration study or Michelin’s creation of its restaurant awards system are prime examples. These initiatives were not short-term stunts. They were long-term narratives built on insight, not impulse.
One essential reminder for marketers: you are not your audience. Your personal preferences should never become the benchmark. What works is what resonates, not what appeals to your own taste.
With the Asia-Pacific digital ad market projected to reach 392.8 billion US dollars by 2030, the future for ASEAN brands is rich with opportunity. In the next three to five years, the biggest wins will come from those who embrace mobile-first marketing, AI-powered personalisation, and social commerce. Consumers in Southeast Asia spend four to five hours a day on their phones. That is not just screen time – that is an invitation. Brands that craft content specifically for this behaviour will find themselves leading the digital economy.
At SAMA, we’ve laid down roots in Indonesia, Malaysia, Singapore, and now Thailand. But the journey is far from over. Vietnam, the Philippines, Hong Kong, India, and China are on our horizon. And thanks to our latest partnership with MissionHubs in the United Kingdom, we’re building a global creative grid with ASEAN right at the centre.
So, what trends should brands watch closely? First, the explosion of short-form video. YouTube and TikTok are no longer supplementary platforms. They are the main stage. Short-form content is projected to make up 90 percent of all internet traffic by the end of 2025, and its effectiveness in driving engagement is already proven. Brands that ignore this shift do so at their own risk.
Second, influencer marketing is evolving. Micro-influencers, with their smaller but highly engaged audiences, are shaping purchasing decisions across sectors. These influencers offer relatability and authenticity, which is precisely what today’s consumers are seeking. Throughout Q4 2024 and into Q1 2025, influencer marketing, particularly driven by micro-influencers – has played a pivotal role in shaping purchasing behaviour. It accounted for 20 percent of online sales and influenced over 80 percent of consumers during this period.
Third, digital advertising spend is rising. Southeast Asia in particular is leading the charge, with the region forecasted to see a 6.8 percent surge in 2025 – more than double its 2024 rate. This is not simply about shifting money from print and TV. It is about rethinking how we measure value, reach, and conversion in an age of real-time content and commerce.
To stay ahead, brands must invest in three things: platform-native short-form video, long-term influencer relationships that reflect cultural nuance, and social commerce strategies that blend content with community. The future is not waiting for perfection. It is rewarding progress and presence.
For SAMA, expansion is not about scale. It is about relevance. And relevance, in Southeast Asia, is earned one genuine connection at a time.