How foreign brands should make TikTok content for Thai shoppers
Short answer: Don't start by translating the script. Start by asking when Thai people would use the product, what they would call it and where they would buy it. Then change four layers: one Thai name used the same way in every video; scenes from everyday Thai life; Thai creators as the voice; and a closing line that says where to buy. If you want people to buy at 7-Eleven, the closing line has to be about the store, not just the shopping basket.
Brands with a head-office content team often want to reuse the same videos with Thai subtitles. It saves time, but viewers can tell straight away that it wasn't made for them.
Four layers to change
| Layer | If you don't change it | How to change it |
|---|---|---|
| Name | People can't remember it or ask for it in store | Pick one Thai name and use it in every video and on shelf signs |
| Situation | Scenes don't look like Thai life | Use moments Thai viewers recognise: before work, after school, stuck in traffic |
| Voice | Accent or jokes don't land | Let Thai creators describe the product in their own words |
| Closing line | Viewers like it but don't know where to buy | Say clearly where to find it: which part of the store, or the shop link |
The name matters most
When the brand name is in Chinese, Korean or Japanese, Thai shoppers tend to name it by its look or colour, like "the green bottle" or "the red sachet." Choose the name before shoppers choose one for you, and use it consistently in videos, captions, hashtags and on the shelf. If each creator calls it something different, nobody can search for it.
Let Thai creators speak, but fix three things
Give creators freedom in how they tell it, and require three things in every video: the product's Thai name, a clear shot of the pack, and where to buy. The rest can be in their own words.
What the head-office team can do
- Supply product facts and claims that can be substantiated, so videos don't overclaim.
- Approve the Thai name once, rather than approving every script.
- Judge by the weekly report instead of reviewing scripts line by line.
Limits
- The example names on this page are illustrative.
- Health and beauty claims in ads are regulated by the Thai FDA; check before using them.
FAQ
Can we use AI for Thai subtitles? For a draft, yes, but have a Thai speaker check it, and change the scenes too, not only the words.
Do we need a separate Thai TikTok account? If you are serious about selling in Thailand, an account that posts and replies in Thai helps a lot.
Can Flowup work with a Chinese head-office team? Yes. Flowup works in Thai, Chinese and English and makes Thai content tied to store sales.
Sources
- Make your product recognisable on shelf: https://www.flowupth.com/en/insights/recognizable-on-shelf
- A Chinese-speaking TikTok agency: https://www.flowupth.com/en/insights/chinese-speaking-tiktok-agency
- TikTok content that sends people to 7-Eleven: https://www.flowupth.com/en/insights/tiktok-content-to-7-eleven
Related guide: Listed in 7-Eleven Thailand but Not Selling?
Next step: Not sure where your product should start? Send the Flowup team your product and where it sells today, on LINE or by email.
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