Tourexpi
TAT and Warner Music Japan bring Thailand’s spirit to life
The Tourism Authority of Thailand (TAT), in partnership with Warner Music Japan, is using pop culture and music-led storytelling to promote Thailand’s contemporary lifestyle through “Mahiiya,” the latest music video by Japanese rapper Yuki Chiba. The collaboration showcases local lifestyles, distinctive settings, and travel experiences to global audiences, while building on Yuki Chiba’s growing international digital momentum.
“Mahiiya” is a laid-back track that pairs Yuki Chiba’s calm, unbothered flow with the moody production style of his close collaborator Murda Beatz. The song reflects a relaxed acceptance of everyday challenges, with the repeated phrase “Mahiiya” carrying the meaning of “it’s all good.” Its message blends humour, acceptance, and positivity, closely echoing the Thai expression “Mai Pen Rai”, or no worries, and Thailand’s relaxed optimism, resilience, and welcoming spirit.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “This collaboration with Warner Music Japan reflects TAT’s commitment to engaging new generations through culture, creativity, and authentic travel experiences. By presenting Thailand through Yuki Chiba’s creative lens, we are positioning the country as a living destination where local lifestyles, contemporary expression, and warm hospitality come together, inspiring younger global audiences to discover Thailand in more personal and meaningful ways.”
The music video was filmed at distinctive locations selected for their visual identity and cultural character, including Sai Tai Mai Market, the century-old Khlong Ratchamontri community in Bang Khae district, and Wat Ratcha Orasaram Ratchaworawihan. These locations present a fresh view of Bangkok beyond familiar landmarks, encouraging travellers to explore local neighbourhoods, riverside communities, markets, and heritage sites.
The music video is being promoted through the official channels of Yuki Chiba and Warner Music Japan, including YouTube, Facebook, Instagram, TikTok, X, and other global platforms. The campaign is expected to generate around 15 million impressions, extending Thailand’s destination visibility among international music fans and digital audiences.
The release comes as Yuki Chiba continues to gain strong visibility among younger global audiences. His single “Annyeonghaseyo” has generated viral engagement across international music and creator communities, with TWICE, IVE, ENHYPEN, The Dancing Weatherman, The SPC Boys Club, and German DJ BUNT. extending its reach through social platforms and live performance. With more than 40 million TikTok views and about 100,000 daily streams, this momentum strengthens the reach of “Mahiiya” and supports TAT’s strategy to connect Thailand with younger audiences through music, lifestyle, and contemporary culture.
Picture Credit: © TAT
The most interesting news
Read the News
Spain strengthens position as Europe’s leading high-value tourism market
Spain generated €115.1 billion in international visitor spending in 2025, outperforming the European average for spending per traveller as global tourism expenditure surpassed US$2 trillion
Read the News
Colombia tops Global Big Day bird count once again
Colombia recorded more than 1,560 bird species during the 2026 Global Big Day, reinforcing its position as the world’s most bird-diverse country
Read the News
Yas Island to become home of Sphere Abu Dhabi
Abu Dhabi will invest USD 1.7 billion in the construction of Sphere Abu Dhabi, a new immersive entertainment venue planned for Yas Island with completion targeted for 2029
Read the News
Delta expands fast, free Delta Sync Wi-Fi across global fleet
More than 1,200 Delta aircraft now offer free Delta Sync Wi-Fi for SkyMiles Members, combining high-speed connectivity with personalized entertainment and digital travel experiences
Read the News
Spain launches €15 million support package for sustainable tourism businesses
Hotels, restaurants, campsites and other tourism businesses in Spain will benefit from a new €15 million funding programme aimed at improving energy efficiency and circular economy measures
Read the News
Eurowings introduces sneakers as standard crew footwear
Eurowings cabin crews can now wear branded white sneakers as part of their uniform every day, expanding the airline’s popular “Sneaker Flydays” concept across all operations
Read the News
Emirates taps GE Aerospace for repair capabilities
The agreement will support the expansion of the Emirates Engine Maintenance Centre (EEMC)
Read the News
Six Senses Joins the UNEP and UN Tourism Recipe of Change
A living expression of the brand’s sustainable ethos and Eat With Six Senses philosophy
Read the News
Closing the gender gap requires tackling structural barriers, improving access to opportunities, and sustained commitment
Women do most of the work in tourism, yet they remain underrepresented in leadership
Read the News
SWISS expands India network with new nonstop Bengaluru–Zurich service
Swiss International Air Lines is pleased to announce the launch of new nonstop flights between Bengaluru and Zurich, further enhancing connectivity between Switzerland and India’s leading technology and innovation hub.
Read the News
Radisson Hotel Group expands its footprint in Dubai
Radisson Blu Hotel, Dubai Barsha Heights is a 537-room five-star city hotel in Dubai, United Arab Emirates, affiliated with Radisson Blu, part of Radisson Hotel Group.
Read the News
Qatar Airways and Philippine Airlines strengthen partnership
Starting 1 June 2026, Philippine Airlines will place its (PR) code on Qatar Airways flights from Manila, Cebu, Clark, and Davao to Doha, and connect to over 20 major European cities, including Paris, Rome, and Frankfurt via Hamad International Airpor
Read the News
Marriott International expands portfolio in Peru through landmark conversions
The two properties in Lima are set to officially join The Ritz‑Carlton and JW Marriott brand portfolios in 2028, reflecting the city’s rise as a leading global luxury destination.
Read the News
Tripmasters expands with new experience-focused vacation packages
New curated travel collections respond to growing demand for slower, experience-driven vacations with fewer hotel changes and deeper destination immersion
Read the News
In a Sea of Sameness, Kempinski Group is choosing control
Kempinski Group has announced the acquisition of the Augustine Hotel, Prague — the groups wholly owned hotel in over five decades, says Barbara Muckermann
Read the News
ASTA Travel Advisor Conference 2026
May 27, 2026 - May 29, 2026, San Diego, California
Read the News
Raffles Hotels & Resorts to debut its first Alpine resort
Located in Courchevel 1850, the most iconic address in the French Alps
Read the News
As Americans hit the road during the country’s 250th anniversary, Hilton is celebrating all summer long.
Next week, Hilton is kicking off Hilton Honors America Experiences with a dozen unexpected and unforgettable road trip experiences for only 250 Hilton Honors Points per trip, Hampton by Hilton stays and gas included.
Read the News
Global Travel & Tourism to outpace wider economy by 1.5 times
Global Travel & Tourism is forecast to continue outpacing wider economic growth in 2026, with the sector expected to contribute $12TN to the world economy, accounting for 9.9% of global GDP, according to new data from the World Travel & Tourism Counc
Read the News
TUI launches TUI Smiles Rewards Club
TUI has launched TUI Smiles Rewards Club, the company’s first-ever global loyalty programme, enabling customers to collect Smiles across TUI's portfolio – from flights and hotels to packages, cruises, and experiences.
