The influence of Chinese Short Video Application (TikTok) in the Thai Market: The Challenges and Future Development Trends

Abstract

The rise of short video platforms has profoundly reshaped global communication and entertainment patterns. Among them, TikTok, developed by the Chinese company ByteDance, has rapidly become a leading force in the digital media industry. In Thailand, TikTok is not only a popular social platform but also a vital channel for cultural exchange, digital marketing, and youth expression. This research aims to explore how TikTok influences the Thai market, particularly its impact on user behavior, cultural adaptation, and the challenges it faces in sustaining growth and innovation. Moreover, the study investigates how TikTok can maintain its competitiveness through localized strategies and technological advancement.

This study adopts both quantitative and qualitative research methods. Data were collected through surveys and interviews with Thai TikTok users, content creators, and digital marketing professionals. The findings show that TikTok’s success in Thailand largely stems from its personalized recommendation algorithm, user-friendly design, and effective localization strategies that align with Thai culture and consumer preferences. However, the platform also faces challenges such as data privacy concerns, regulatory constraints, and the need for stronger content moderation. The research concludes that future development of TikTok in Thailand will depend on its ability to balance innovation and responsibility. By integrating artificial intelligence (AI), augmented reality (AR), and local cultural elements, TikTok can enhance user engagement, support local creators, and promote sustainable growth in Thailand’s digital ecosystem.