The Tourism Authority of Thailand recently unveiled a new global promotional campaign titled “Feel All the Feelings”, appointing BLACKPINK’s Thai member Lisa as its international ambassador. Initially hailed as a high-profile and strategic marketing move, the campaign quickly became a hot topic online after its key visual sparked unexpected controversy.
The main visual features Lisa positioned at the center of a serene sunrise scene at 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 draw international tourists back to Thailand and highlight lesser-known destinations.
However, shortly after the images were released, criticism began to surface across social media platforms. Many netizens pointed out that Lisa appeared poorly blended into the background, with some describing her as looking like she was “floating” rather than naturally present in the environment. The overly polished composition led to speculation that the visual relied heavily on AI-generated elements or excessive digital compositing rather than on-site photography.
The backlash intensified when renowned Thai lyricist and music producer Nitipong Honark weighed in on the issue. Taking to social media, he delivered a biting critique, remarking that the campaign was “like taking a gemstone worth hundreds of billions and presenting it as if it were worth only a few hundred baht.” His comment quickly went viral, further fueling debate over whether the production quality 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 exposure for Thai tourism. Supporters also note that AI-assisted visuals are becoming increasingly common in large-scale advertising due to time, budget, and logistical constraints.
Thai media outlets 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 national 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 has undeniably succeeded in drawing attention. For better or worse, Lisa once again finds herself at the center of a global conversation—this time not for music or fashion, but for the evolving intersection of celebrity, tourism, and AI-driven visuals.
Sources: Netizenbuzz
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