Aum Patcharapa made a memorable visit to an extremely packed Vientiane Center Shopping Mall for a Mistine+Ka0na event in which the Thai actress received deafening applause from the young adult crowd in Laos. Known for her sizzling, sexy model shots and wide-ranging acting talent, Aum holds the title of one of the most popular Thai actresses and heavily idolized by many fans in both Thailand and Laos.
Aum in Lao Style
It is an unwritten rule and practice that a foreign female celebrity, whenever they visit Laos, must wear the iconic silk blouse and sinh. Keeping up with this beautiful tradition, Aum was adorned in an elegant full-costume sinh-blouse with a pa-bieng scarf combo that caused fans to go wild as they fell head over heels for Aum in Lao style. The actress was said to have loved the costume so much, she wore it as she boarded her flight home.
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Thai Star Power Among Lao Consumers
Aum’s crowd-winning visit is a perfect testament to the enormous star power and influence of Thai celebrities, many of whom serve as de facto role models for the young teens in Laos. Their extravagant and glamorous lifestyle are perpetuated by Thai national television which is actively consumed by the Lao audience. Products for which Thai superstars are presenters generally perform better with consumers because the superstars are perceived as idols that are held in high regard. Thai actors and actresses have been visiting Laos on company marketing budgets for years, as many high-value Laos-based companies understand that expenditures on these individuals translate into greater brand awareness and eventually enhance sales. Not surprisingly, marketing directors working in Laos have more often than not used the presence of Thai celebs to their marketing and sales advantage.
While there have been many examples of Thai star power being used to promote products in Laos, Dao Heuang Group has stunned the local marketing sector by contracting legendary Thai superstar, Thongchai “Bird” McIntyre as brand ambassador of its famous Dao Coffee. This has set a new unprecedented level for product advertising expenditures, the likes of which has never been seen for a Lao company as the Dao Heuang Group begins to compete in the Thai consumer market.
Images: Vientiane Center