TAT: Running Man Thailand Generated Billions of Impressions
The Tourism Authority of Thailand (TAT) has detailed the significant reach of Running Man Thailand's first season, an iQIYI Original, which generated billions of impressions and hundreds of millions of views, showcasing Thai destinations to global audiences.
Running Man Thailand's Inaugural Season Delivers Broad Reach
The Tourism Authority of Thailand (TAT) has highlighted the inaugural season of Running Man Thailand, an iQIYI Original, for its substantial audience engagement. The series, which premiered on 22 February 2026, recorded 6.85 billion impressions across various platforms and accumulated over 390 million online views. Additionally, it achieved more than 10 million digital engagements, according to TAT. This production, a collaboration between iQIYI and South Korea’s SBS Studio Prism, adapted the internationally recognised Running Man format. It featured a travel-race structure designed to present Thailand's diverse destinations, cultural aspects, and local activities to a worldwide viewership. The 10-episode series aired weekly on Sundays at 18:00 (GMT+7) on One31, starring prominent Thai entertainers: Oat Pramote Pathan, Jeff Worakamon Satur, Ink Waruntorn Paonil, Tay Tawan Vihokratana, NuNew Chawarin Perdpiriyawong, Pueak Pongsatorn Jongwilas, and Daou Pittaya Saechua. Each episode transformed notable locations, including Bangkok’s Giant Swing, the Grand Palace, and historic neighbourhoods, alongside Pattaya’s floating markets and beaches, into settings for missions and challenges.
TAT's Entertainment Marketing Strategy
Ms. Thapanee Kiatphaibool, TAT Governor, stated that the strong reception for Running Man Thailand demonstrates the effectiveness of Entertainment Marketing in bringing Thailand’s tourism offerings to global audiences. She noted that placing destinations, culture, and communities within the programme’s narrative increased international visibility for Thailand and encouraged domestic travel. The collaboration also supported TAT’s ‘Healing is the New Luxury’ strategy by presenting travel as a source of enjoyment and connection. TAT provided support for the first season through various initiatives, including destination content creation, tourism featurettes, and integrated visibility for its ‘Amazing Thailand’ branding. The series specifically adapted the original South Korean franchise by incorporating Thai personalities, humour, and local destination activities.
Programme Garners Widespread Recognition and Audience Engagement
The programme quickly gained significant traction, becoming Thailand’s most searched variety show on Google Trends in 2026. It frequently ranked as the number one trending topic on X within Thailand and trended weekly in over 10 other countries. The series also received the KAZZ Awards 2026 Hottest TV Program award, reflecting its broad appeal and cultural influence. Audience analysis revealed that nearly half of the viewers were aged between 19 and 30, with approximately 30 per cent originating from international markets. Further exposure resulted from 3.39 billion media impressions, amplification by content creators, and extensive citywide out-of-home advertising. This included Bangkok Skytrain wraps, large LED billboards, and mobile digital displays, ensuring widespread public awareness of the show.
Integrated Promotional Efforts Drive Visibility
As part of its promotional campaign, TAT developed two distinct tourism featurettes. One, titled ‘MINNIE’, aimed to introduce international viewers to popular places, food, and people in Thailand. The second, featuring ‘Mos and Bank’, shared personal narratives from their home provinces of Loei and Chanthaburi, targeting domestic audiences. These featurettes collectively generated approximately 21,000 video views, 13,000 likes, and over 450 shares across iQIYI Thailand’s official channels. Integrated ‘Amazing Thailand’ visibility was maintained throughout the season, appearing in programme graphics, subtitles, end credits, and official social media posts. Each episode also included a 30-second promotional spot, complemented by a dedicated programme clip for TAT distribution and further amplification by the cast. MINNIE also made a guest appearance in the series. Uncut versions of Running Man Thailand, along with deleted scenes and behind-the-scenes content, remain accessible via the iQIYI application and iQ.com.
Implications for Future Destination Marketing
The success of Running Man Thailand demonstrates the efficacy of entertainment-driven marketing in promoting a destination to both domestic and international audiences. For the travel industry, this approach validates media partnerships with popular content platforms as a potent tool for increasing destination visibility and inspiring travel. Tourism boards and operators, particularly in Asia, may increasingly consider integrating their offerings into widely distributed entertainment series to reach younger demographics and diverse global markets more effectively. This model provides a clear framework for future collaborations, potentially leading to more targeted and culturally relevant campaigns that highlight specific locales and activities, moving beyond traditional advertising. Travellers, in turn, can anticipate more opportunities to engage with destinations through immersive storytelling, which could directly influence their choices of places to visit and activities to undertake. The measurable impact of this campaign on search trends and social media engagement shows a tangible return on investment for such promotional efforts.
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