What a year it has been for the lifestyle and entertainment industry! 2024 has been packed with action, achievements, and amazing stories. This year, several celebrities became caught up in shocking scandals, while many others brought smiles and joy to their fellow Thais.
On a brighter note, Thailand’s “flag” has proudly waved on the global stage, thanks to these personalities. Despite a few hiccups in the industry, 2024 stands out as a truly unique year. Let’s take a look back at the personalities that made 2024 so memorable.
Moo Deng
Unless you’ve been hiding on another planet, you know who “Moo Deng” is. Born on July 10th in Thailand, this pygmy hippo became a global sensation in record time.
From her quiet arrival at Khao Kheow Open Zoo in Chonburi, she quickly captured hearts worldwide with her playful antics and undeniable charm.
What started as a local media buzz in Thailand soon exploded into a global phenomenon, drawing coverage from major international news outlets such as CNN, BBC, Reuters, TIME, The Guardian, ABC, and Asahi. Moo Deng has become a top tourist attraction, with a dramatic surge in visitors flocking to the zoo for a glimpse of this now-iconic hippo including celebrities like Vitalik Buterin, the 30-year-old co-founder of Ethereum blockchain.
The Thai saying “Moo Deng Run Tuk Wongkarn” (literally, “Moo Deng rules the world”) might not be an exaggeration. She has inspired countless memes, fan art, and an outpouring of affection from millions of fans across the globe.
Moo Deng’s meteoric rise to stardom is a testament to her irresistible cuteness and the power of social media to connect people beyond borders.
You’ll find Moo Deng everywhere: adorning Thailand’s tallest building, Baiyoke Tower; featured atop Hua Lamphong train station; printed on pants (outshining the iconic elephant pants); celebrated on Google Doodle; and even appearing in popular video games like Final Fantasy XIV and World of Warcraft.
And let’s not forget the countless stickers of her circulating across social media platforms.
Calling her part of Thailand’s soft power is an understatement. Moo Deng seems to possess a near-supernatural ability to bring joy and happiness to people around the globe.
Lisa
With the exception of Moo Deng, no one outshines Lalisa “Lisa” Manoban on the list of Thailand’s top personalities in 2024.
Continuing her momentum of success since her BLACKPINK days, Lisa has solidified her status as a record-breaking solo artist with the release of “Rockstar”, her first single on her own label, LLOUD Co., in partnership with RCA Records.
Her first-ever music video struck a chord with the Thai and global public for showcasing elements of Thai culture through filming locations in Bangkok’s vibrant Yaowarat district.
It shattered YouTube records, amassing an astounding 32.4 million views within 24 hours and reaffirming her immense international appeal.
Holding multiple Guinness World Records, including those for social media following and music video views, and being inducted into the Asian Hall of Fame alongside legendary figures, Lisa’s influence on global entertainment is undeniable.
Her solo work, including hits like “Money,” “LaLisa,” and “Rockstar,” further cements her status as a global icon and a force to be reckoned with in the music industry.
Lisa’s impact extends beyond music charts and streaming platforms. She has become a cultural ambassador for Thailand, showcasing her heritage to a global audience.
This is further evidenced by her highly anticipated performance at the “Amazing Thailand Countdown 2025” at ICONSIAM in Bangkok and being named Influencer of the Year by the Influencer UK magazine!
Mee Noey
From pastry shop mascot to international phenomenon, Butterbear (Mee Noey) has taken the world by storm. This adorable bear has captivated audiences, particularly in China and South Korea, with her playful personality and internet savvy.
Originally created to represent a new dessert shop in Bangkok, Butterbear quickly transcended her role as a mere mascot.
Beyond just being a cute face, Butterbear interacts with her fans as a character with her own distinct personality.
From dance videos to behind-the-scenes glimpses, she has cultivated a loyal following who view her as more than just a mascot. In fact, if you ask any member of Mee Noey’s fan club, they’d likely tell you she is Mee Noey, not just a character portraying her.
The secret to Butterbear’s success lies in her multi-faceted approach to social media, notably topping LINE’s OpenChat feature.
Mee Noey also boasts her own popular single, “Narak Mai Mai Too” (literally meaning “Don’t know if I’m cute”), which was awarded Black Melody status from LINE MELODay for achieving top downloads within two days.
She even held her own fan meeting in November, with top-priced tickets selling for 5,900 baht—comparable to top-tier concert tickets in Thailand.
This engagement, combined with strategic merchandise and collaborations, has cemented Butterbear’s place as a cultural icon, attracting tourists and significantly boosting the brand’s sales.
Now, the Tourism Authority of Thailand is capitalizing on her popularity, hoping to draw in legions of fans to experience Thailand firsthand.
With her infectious charm and savvy marketing, Butterbear demonstrates the power of a well-developed mascot to connect with audiences and build a global brand.
Chef Ice
Chef Supaksorn “Ice” Jongsiri has made history in Thailand’s culinary world. His restaurant, Sorn, specializing in Southern Thai fine dining, achieved the unprecedented feat of earning three Michelin stars—the first establishment in Thailand to receive this highest honor since the Michelin Guide’s arrival in 2017.
This achievement is made even more remarkable by the fact that Chef Ice is a self-taught culinary master, having honed his skills through practical experience rather than formal culinary institute training.
Chef Supakorn Jongsiri//Photo by Michelin Guide online
This unique background adds another layer to his already impressive story, proving that passion and dedication can lead to extraordinary heights.
Chef Ice’s culinary journey began in his grandmother’s restaurant, where he spent his childhood immersed in the sights, smells, and flavors of authentic Thai cuisine.
These early experiences instilled in him a deep appreciation for traditional cooking methods and the quality of fresh ingredients. Later, while studying design in Boston, he worked in a local restaurant, further developing his culinary skills.
Upon returning to Thailand, he traveled south to deepen his understanding of Southern Thai cuisine and its unique ingredients.
This hands-on approach, combined with his childhood memories, laid the foundation for Sorn’s distinctive culinary philosophy.
Sorn’s creation was driven by a desire to elevate Thai cuisine to a fine dining experience that truly reflected its heritage.
Despite initial skepticism from some who doubted the potential of Thai food in a fine dining setting, Chef Ice persevered, driven by his belief in the richness and complexity of Thai flavors.
Naming the restaurant after his son, he embarked on this ambitious venture with his wife, investing their own resources and pouring their hearts into creating a restaurant that would not only achieve culinary excellence but also serve as a legacy for his children—a legacy built on the same love and passion for food that his grandmother instilled in him.
“Aokbab” Chutimon
Chutimon “Aokbab” Chuengcharoensukying has etched her name in cinematic history, becoming the first Thai actress to win the prestigious International Emmy Award for Best Performance by an Actress.
Her captivating portrayal of a determined young chef in Netflix’s “Hunger” resonated with global audiences, propelling the film to the top of Netflix charts worldwide and solidifying its status as a cultural phenomenon.
Aokbab’s victory is not just a personal triumph; it’s a monumental win for Thai cinema, showcasing the nation’s burgeoning talent and creative prowess on a global stage.
Aokbab’s journey to international acclaim began with her breakout role in the 2017 hit “Bad Genius,” earning her the Screen International Rising Star Asia Award.
Photo: Aokbab's Instagram
This early recognition foreshadowed her exceptional talent and dedication to her craft. In “Hunger,” she delivers a powerful performance, embodying the ambition, drive, and struggles of a young woman navigating the cutthroat world of haute cuisine.
Her nuanced portrayal has garnered widespread praise, cementing her place as a leading figure in the international film landscape.
This Emmy win marks a watershed moment for the Thai film industry, signaling its arrival as a force to be reckoned with on the world stage.
Aokbab’s achievement is a testament to the power of storytelling and the universal language of film, transcending cultural boundaries and captivating hearts worldwide.
Her success serves as an inspiration to aspiring actors and filmmakers across Thailand and beyond, proving that with talent, dedication, and the right platform, dreams can indeed become a reality.
Firsts for Thailand: View and Tennis
Thailand celebrated a number of sporting heroes at the Paris 2024 Olympic Games, with two athletes, in badminton and taekwondo, securing their place in the nation’s sporting history.
Kunlavut “View” Vitidsarn claimed the country’s first-ever Olympic medal in badminton by reaching the men’s singles final.
Although he was defeated by Denmark’s Viktor Axelsen, the defending champion, his victory against Chinese No. 1 Shi Yuqi caused widespread celebrations across Thailand.
Photo: Kunlavut “View” Vitidsarn
This achievement is even more remarkable considering View’s Olympic debut, suggesting even greater potential for future success.
Similarly, veteran Panipak “Tennis” Wongpattanakit achieved two historic milestones. She became the first Thai athlete to win a gold medal at the Paris Games and, more significantly, the first Thai athlete to win back-to-back Olympic gold medals in any sport.
Photo: Panipak “Tennis” Wongpattanakit
Her victories brought immense joy, pride, and happiness to the Thai people. A poll conducted by Kasem Bundit University’s Sport Poll confirmed the significance of her second consecutive Olympic taekwondo gold, identifying it as the top Thai sporting moment of the year.
The Paris Games marked the final competition of her illustrious career, a fitting grand finale for the Thai champion.
Celebs Who Became Bigger Celebs (For the Wrong Reasons)
Never before had the Thai public witnessed three celebrities charged and arrested in a single case. This was the reality of the widely discussed iCON Group, suspected of luring hundreds of people into a pyramid scheme.
Well-known TV host Kan Kantathavorn, actress Peechaya “Min” Wattanamontree, and Yuranunt “Sam” Pamornmontri—known within the iCON Group as Boss Kan, Boss Min, and Boss Sam—were arrested in October, and their bail requests were denied.
The case against the company for allegedly operating a Ponzi scheme is ongoing, with the number of complainants growing to thousands.
Many victims have been left penniless, and tragically, some have reportedly taken their own lives. Many victims stated they were drawn into the scheme, in part, due to the celebrities’ endorsements (or involvement).
Few could have predicted that such prominent figures would face arrest. This unexpected outcome has challenged the prevailing perception in Thailand that prisons are primarily for the less affluent.
Lawyer Tum: From Star Advocate to Scandal Magnet
Before the sensational case of 2024, Sittra Biabangkerd, popularly known as Lawyer Tum, was a household name in Thailand.
With his good looks, sharp legal mind, and reputation as an advocate for justice, Tum was celebrated as a “people’s lawyer.”
Regularly appearing on television and social media, he was the go-to expert for high-profile legal commentary and was often featured on high-rating TV shows discussing complex cases.
His charisma and relentless pursuit of justice earned him public admiration and a substantial following.
However, 2024 marked a dramatic turning point. What began as a celebrated career took a sharp, unexpected turn when allegations of fraud, money laundering, and financial manipulation came to light.
The man once seen as a champion of the underprivileged became embroiled in a scandal that reads like a Hollywood thriller, complete with luxury cars, suspicious wills, and murky financial dealings.
The very qualities that earned him his status as a “darling lawyer” is in the past, and the public now sees him as a figure of mistrust and controversy.
The story of Lawyer Tum is a cautionary tale of how quickly a celebrated reputation can crumble.
His downfall is not just a personal tragedy but a reflection of broader societal issues, shaking public trust in those meant to uphold justice.
As the case unfolds, Lawyer Tum remains a prominent figure in Thai media, a complex intersection of fame, power, and scandal.
