The Tourism Authority of Thailand’s (TAT) latest promotional campaign, featuring pop icon Lisa of BLACKPINK, has drawn mixed reactions online, with critics arguing that the TAT has secured a “precious gem” but undermined her value through poor presentation.
Critics have also questioned why artificial intelligence was used to depict Lisa, rather than filming or photographing her at the actual location.
The campaign is part of the TAT’s ‘Feel All the Feelings’ tourism promotion, featuring Lisa, a Thai-born artist with worldwide recognition, in her role as Amazing Thailand Ambassador.
The most recent image release places Lisa against a backdrop of the Red Lotus Sea (Talay Bua Daeng) in Udon Thani province, a seasonal attraction known for its sea of pink lotus blooms at sunrise.
In the accompanying promotional text, the TAT invited travellers to “experience serenity at the Red Lotus Sea, let your heart drift across the pink waters filled with blooming lotuses in the first light of day, when time seems to slow and true relaxation can be felt.”
However, shortly after the image was released, social media users divided into two camps.
Supporters praised the natural beauty of the Red Lotus Sea and Lisa’s appearance, while critics took issue with what they described as unrealistic, AI-generated visuals.
Some commenters said Lisa appeared to “float” unnaturally in the scene and did not blend convincingly with the surrounding landscape.
Others expressed disappointment that the TAT, having secured a world-class artist as its ambassador, did not opt for an on-location photoshoot. They argued that real photography would better reflect both Thailand’s natural charm and Lisa’s presence.
Writing on his personal account, prominent songwriter Nitipong Honark said the image showed Lisa in a way he had “never seen before - emotionless, unnatural and lacking beauty.”
“To take a gem worth tens of billions and present her in a way that looks worth only a few hundred baht - how is that possible?” he wrote, adding that there was no need for AI or overly constructed visuals.
“What’s needed is the natural charisma of a world-class artist and a better story. Otherwise, the TAT risks devaluing Lisa herself.”
He also compared the campaign image unfavourably with tourist photos taken by ordinary visitors at floral attractions, saying those images looked more inviting and authentic.
“This kind of work requires not just intellect, but feeling and taste,” he added.
Despite widespread praise for the campaign’s concept and star power, the debate has continued, highlighting broader concerns over the growing use of AI in advertising and the balance between technology, authenticity and artistic value in national branding campaigns.
