We Are Social Thailand highlighted a shift in how brands engage with modern audiences at its “Stepping into the Future Worth Talking About” event. The agency introduced the “Intimacy Economy,” describing a focus on authentic connections that go beyond visibility.
As traditional reach becomes increasingly complex to navigate, the agency said the future of branding lies in fostering connections that operate at a deeper level within communities.
The event also addressed how sports, gaming, and music may evolve beyond entertainment channels in the coming years. According to the discussion, these sectors may develop into economic engines capable of driving value on their own.
Speakers said brands will need to build an “Intimacy Economy” approach based on connection within each community.
The event featured representatives from Garena, PepsiCo, Marshall (ASH Asia International), and leaders from the Soft Power sector. Participants discussed approaches that move beyond traditional marketing and focus on co-creating with communities and supporting brand growth alongside them.
“We stopped talking about ‘reach’ a long time ago. Views that no one remembers have no value,” said Patthawee Apiwatcharoensin, associate director – strategy at We Are Social Thailand.
The Cultural Power Loop:
- Presence: Stop being a commercial break and start being the moment. Garnier Men became a ‘Rescue Airdrop’ in the game Free Fire, resulting in 12 million item claims — this is a presence that people actually ‘want.’
- Proof: Building trust and proving the brand is the ‘real deal’ through direct value and experiences. SharkNinja utilised social selling to capture 95% SOV and boosted sales via live streaming in just five months.
- Power: Allowing the community to run the show on their own terms, regardless of the platform (e.g., gaming communities on Discord). Marshall Livehouse provided a space for the music community to express themselves, creating a force where people don’t just see the brand — they ‘play’ along with it.
- Participation: Driving power through involvement by turning ‘viewers’ into ‘players.’ Leveraging fandom energy as a catalyst for advocacy and sustained media presence. L’Oreal created a virtual space connecting beauty with music and art, driving purchase intent up to 83%.
The event also featured a session on “Decoding the Business of Passion,” with brief strategic insights from the four guest brands:
- PepsiCo drives growth through a “mind and muscle” connection, where data (the mind) identifies where to play, while people (the muscle) define how to play in cultures. Moving beyond “fads” and consumption, the brand focuses on “continuity and patience” to build memory structures through “participation and co-creation” in the consumer’s everyday life.
- The gaming economy relies on the mutual dependence between “Payers” and “Free Users.” While many payers invest in identity and status, that emotional values only hold value within a vibrant community of free users who contribute with their time and attention. Both groups should be treated with equal importance, as they are the collective heartbeat of the social experience. Garena’s strategy focuses on building and “empowering the community.” When fans feel they are building something personal based on their passion, their relationship with the brand shifts — they stop being just customers and become active “partners” and vital co-creators of our ecosystem.
- Soft Power must be a “total operating system” and a “power engine” rather than a one-off merchandise campaign. This infrastructure provides a platform for entrepreneurs to scale via national standards. In this model, “authenticity is the shield” because global consumers specifically seek the unique value of “Thailand as Thai”.
- Marshall powers the music culture by being a “vital community leader” that supports the industry “backstage” where it isn’t always seen. The brand transcends technical function to become a “social status” symbol bought simply because “it has to be Marshall”. It serves as the ultimate emotional “bridge” between the music consumers love and their personal moments.
“You cannot create meaning in people’s hearts with a short 30-day campaign. You need an ‘engine’ that moves alongside people to create sustainable growth,” said Patt Nitikarn, managing director of We Are Social Thailand.
“The Cultural Content Engine model serves as the solution, integrating AI-driven intelligence, always-on content production, and social selling systems to transform intimacy into measurable business growth.”
