One-sentence answer
News, politics, and public safety
Thai users were event-sensitive, video-heavy, AI-curious, subsidy-responsive, and entertainment-rich, but the period's strongest quarterly shocks were political, safety, and public-event driven.
Audience model
Thailand Topics for Thai Users 2025-2026
Thai users were event-sensitive, video-heavy, AI-curious, subsidy-responsive, and entertainment-rich, but the period's strongest quarterly shocks were political, safety, and public-event driven.
Methodology
Separates hard behavioral data, search-trend data, social-listening data, forum counts, and news or event intensity instead of merging them into one fake demand score.
Ranked topic model
1. News, politics, and public safety
The event spine of 2025 through Q1 2026 repeatedly overtook entertainment and lifestyle.
Subsectors: earthquake, Wang Xing and scam concerns, Cambodia conflict, Paetongtarn removal, Anutin, election, royal mourning
2. AI and consumer tech
AI dominated 2025 Google breakout searches and became more practical over time.
Subsectors: Gemini, ChatGPT, DeepSeek, AI image and video, AI shopping, iPhone cycle
3. Entertainment, fandom, and video
This remained the always-on Thai social engine even when not the top shock topic.
Subsectors: BL, GMMTV, lakorn, Thai film, Death Whisperer 3, football
4. Government schemes and economic relief
Subsidy schemes ranked high in search breakouts and late-2025 consumer behavior.
Subsectors: เที่ยวไทยคนละครึ่ง, คนละครึ่ง พลัส, G-Wallet, registration, eligibility
5. Shopping and social commerce
Thailand e-commerce GMV hit 35.5B USD in 2025 with strong creator-commerce behavior.
Subsectors: Shopee, TikTok Shop, Lazada, live commerce, beauty, fashion, household goods
6. Food, lifestyle, and travel
Huge seasonal and social category, especially in Q2 and Q4.
Subsectors: Songkran, street food, cafes, Yaowarat, domestic travel, secondary cities
Quarterly shifts
- Q1 2025: AI breakout, marriage equality, high-season travel, Wang Xing safety shock, and earthquake coverage.
- Q2 2025: Songkran and TDAC dominated practical attention, with subsidy anticipation and leaked-call politics rising.
- Q3 2025: Cambodia conflict and PM removal pushed politics and security well above lifestyle.
- Q4 2025: Royal mourning, Half-Half Plus, AI year-end framing, and high-season travel shaped the quarter.
- Q1 2026: Election, referendum, tourism softness, and AI-commerce became the core stack.
Pages to create or update
Query targets and caveats
- earthquake
- Wang Xing and scam concerns
- Cambodia conflict
- Paetongtarn removal
- Anutin
- election
- royal mourning
- Gemini
- ChatGPT
- DeepSeek
Source and caveat notes
- Remove. Use verified topics such as condo quota, transfer fees, land and building tax, leases, remittance tax, banking, and rental income.
- Use CPI, household debt, wages, rent, consumer confidence, and forum evidence instead of old Google trend context.
- Use it only as breakout or trending search evidence.
- Use DataReportal's wording that these are social-media user identities.