Global media intelligence firm CARMA has released an analysis highlighting the significant influence of HBO’s “The White Lotus” on online discussions about luxury hotels in Asia, particularly the Four Seasons Koh Samui, where the show’s third season was filmed.
According to CARMA’s findings, 86.2% of all social media conversations about Four Seasons Koh Samui by Asian users now reference the HBO series, underscoring the show’s impact on luxury hotel brand visibility in the region.
The study also examined the influence of BLACKPINK member Lisa’s casting in the show, revealing that 7.47% of all BLACKPINK-related social media conversations in Asia over the past 30 days focused on her debut role. Sentiment analysis indicated predominantly positive (47.6%) or neutral (52.1%) reactions to her casting and her appreciation for Thai culture, food, and brands.
Additionally, the research found that as of February 16, 51.9% of all social media conversations mentioning Anantara in Asia were driven by “The White Lotus.”
“The data demonstrates how entertainment properties can fundamentally shift market positioning and consumer behavior, with the show’s premiere triggering significant spikes in hotel search activity across key Asian markets, including Hong Kong, Singapore, Malaysia, Philippines, and Indonesia,” said Divika Jethmal, Head of Marketing, Asia, at CARMA.
“For communications leaders, this insight is crucial in understanding how cultural moments can be leveraged to amplify brand visibility and engagement in ways traditional advertising cannot achieve.”
