TAT Spotlights Running Man Thailand’s Record-Breaking Debut to Boost Global Tourism
The localized hit variety series drives massive global engagement and showcases Thailand's destinations through innovative entertainment marketing.
Stock photo for illustration only, not from the actual event
- TAT backs Running Man Thailand Season 1 to champion entertainment marketing.
- Aired on One31 featuring seven leading Thai entertainers and celebrities.
- Ranked No. 1 on Google Trends in Thailand and trended in over 10 countries.
- Generated a staggering 3.39 billion media impressions worldwide.
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), noted that the overwhelming response to Running Man Thailand highlights the strength of entertainment marketing in broadcasting Thai tourism experiences to a global audience. By weaving destinations, local culture, and communities directly into the show's narrative, the partnership successfully elevated Thailand's international profile while encouraging domestic travel. This initiative aligns seamlessly with the 'Healing is the New Luxury' tourism philosophy, framing travel as a vehicle for joy, human connection, and discovery.
TAT backed the debut season by supplying destination content, short tourism featurettes, and integrated Amazing Thailand branding. Produced by iQIYI in close cooperation with South Korea’s SBS Studio Prism—the original format creator—Running Man Thailand brilliantly adapted the globally recognized franchise using Thai personalities, distinct local humor, and iconic domestic backdrops.
Stock photo for illustration only, not from the actual event
Premiering on February 22, 2026, the 10-episode series broadcasted weekly on Sundays at 18:00 ICT on One31. The stellar main cast brought together seven prominent Thai personalities: Oat Pramote Pathan, Jeff Worakamon Satur, Ink Waruntorn Paonil, Tay Tawan Vihokratana, NuNew Chawarin Perdpiriyawong, Pueak Pongsatorn Jongwilas, and Daou Pittaya Saechua. Each episode turned landmark locations into action-packed mission sites, from the Giant Swing and the Grand Palace to Bangkok's historic quarters, alongside Pattaya's floating markets and scenic beaches.
"The tremendous response to Running Man Thailand reflects the power of Entertainment Marketing to bring Thailand’s tourism experiences to global audiences through engaging, widely accessible content."
The program's monumental footprint was marked by becoming Thailand's most searched variety show on Google Trends in 2026, frequently claiming the top spot on X in Thailand, and trending weekly across more than 10 countries. It also secured the Hottest TV Program accolade at the KAZZ Awards 2026. Nearly half of its viewers fell between the ages of 19 and 30, with roughly 30% tuning in from international markets. Visibility was further amplified by 3.39 billion media impressions and extensive out-of-home campaigns across Bangkok, including Skytrain wraps and LED billboards.
Adapting a heavyweight global format like Running Man into a localized Thai version represents a strategic milestone for TAT. Instead of traditional advertising, leveraging entertainment marketing allows destinations to be experienced organically through humor, competition, and storytelling. Coupled with iQIYI's robust streaming network, this approach capitalizes on the global phenomenon of screen tourism, successfully attracting younger demographics who wish to experience filming locations firsthand.
TAT's campaign additionally featured two distinct tourism featurettes: MINNIE introduced international fans to her favorite Thai spots, cuisine, and locals, while Mos and Bank highlighted personal stories from their home provinces of Loei and Chanthaburi. Fans can catch the uncut version, deleted scenes, and behind-the-scenes footage anytime via the iQIYI app and iQ.com.
Source: TAT Newsroom
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