It-Kids is a new series in which Vogue Business spotlights the up-and-coming global talent brands need to know, in partnership with Launchmetrics.
After each fashion month, Vogue Business puts together a round-up of the talent and creators that generated the biggest impact across the season. In recent years, the bulk of this impact has come from stars outside of the countries home to the ‘big four’ fashion weeks (the US, the UK, France and Italy). Last season, in the global top 10 influencer ranking, half of the talents were K-pop stars. The rest were Thai and Filipino.
Luxury houses are quick to jump on up-and-coming talent in close proximity, like the United States. But when it comes to global talent, it can take a little longer for brands to clock on. It-Kids is a new, bi-monthly series where we will spotlight the global talent blowing up right now. Split by country, each edition will highlight some of the regions’ fastest-rising stars.
Over the last two years, Thailand has emerged as a behemoth for budding talent. Some call it the ‘Thai Wave’, or the ‘T-Wave’. But whatever you want to call it, the country’s entertainment industry is booming. Back in 2021, PWC expected Thailand’s entertainment industry to hit THB 601 billion ($18.3 billion) in 2025. In 2024, it surpassed this number, reaching THB 690 billion ($21 billion).
Instead of looking to the region’s biggest stars, like Blackpink’s Lisa and actor Bright Vachirawit, brands ought to be looking to the up-and-comers — of which there’s no shortage, as the Thai film and television industry continues to grow at rapid pace. In fact, many Thai stars get their start at television production company and talent agency GMMTV. The popular boys’ love television genre — series that focus on romantic relationships between male characters — is a key driver, expected to surpass a total market value of THB 4.9 billion ($149 million), up 17 per cent year-on-year.
“In the last two years, this Thai movement has just continued to grow. [But] the most senior people at these brands, they don’t know all of these celebrities or influencers,” says Launchmetrics CMO Alison Bringé. The data helps to valorise the importance of engaging with these rapidly rising stars, she adds.
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