Why Thailand is a shining example of LGBTQIA+ brand leadership

The streets of central Bangkok burst with colour and energy on June 1 as over 300,000 people took part in Asia’s largest Pride parade to date. Stretching from the National Stadium to Ratchaprasong Intersection, a vibrant sea of rainbow flags, elaborate costumes, and joyful faces filled the 3km route, creating an atmosphere of celebration and solidarity.

Amid tightening restrictions and declining corporate support for Pride events across much of Asia, Thailand’s capital stood out as a beacon of inclusion and diversity. This momentum builds on Thailand’s landmark 2024 law legalising same-sex marriage and adoption rights.

The parade was the centerpiece of a month-long Pride Festival running from May 30 to June 30, featuring forums, awards, performances, and exhibitions at major venues such as Siam Paragon and Siam Center.

“In 2025, Pride is happening in a context where marriage equality legislation has finally passed, and that legal recognition has made our celebration even more meaningful,” says Ann Waddao Chumaporn, co-founder of Bangkok Pride. “We’re no longer just marching for change—we’re marching with the law behind us. That shift has allowed the Pride movement to expand, gain credibility, and become a genuine platform for social progress in Thailand.”

 

Chumaporn explains that the passage of the marriage equality bill has reshaped the landscape entirely: “Supporting Pride in 2025 isn’t about rainbow marketing anymore; it’s about showing commitment to equality, both internally and externally. The legal shift has led the government to see Pride as more than a cultural event. It’s now seen as a stage for inclusive public policy and a symbol of national progress.”

 

Beyond government support, the private sector has embraced this shift toward meaningful and strategic participation in LGBTQIA+ inclusion, moving beyond branding to genuine commitment to diversity and inclusion principles. Key corporate partners have played a vital role in evolving Pride from a simple parade into a broader platform for awareness and acceptance.

 

For example, The Mall Group has collaborated with artists and LGBTQIA+ activists to develop public installations and educational campaigns that engage the community. Meanwhile, Siam Piwat has prioritised creating safe and expressive spaces for young people, fostering inclusion through creative and community-focused activities.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by The Mall Group (@themallgroup)

 

“What’s notable is that these brands are not just visible during Pride Month. Their engagement spans the entire year, and they help create infrastructure for long-term change,” says Chumaporn. “Their support helps normalise diversity in public spaces, and their leadership sets an example for others in the region.”

Siam Piwat, one of Bangkok’s leading retail and development companies, recently provided Paragon Hall on the 5th floor of Siam Paragon as the venue for Thailand’s first-ever marriage equality registrations—a historic milestone not only for Thailand but for the ASEAN region.

“We believe that the 2025 celebrations will lay the groundwork for Bangkok to become a potential host for World Pride 2030,” a spokesperson for Siam Piwat told Campaign. “These collaborative efforts demonstrate Thailand’s commitment to inclusivity and cultural innovation, aiming to establish the city as a leading global destination for Pride celebrations."

From a government perspective, Pride is increasingly embraced as a soft power asset. It forms part of Thailand’s strategy to position itself as a progressive, inclusive leader in the region—especially in tourism, culture, and human rights. Support has even come from the Tourism Authority of Thailand and major cities, a rarity in Asia.

Meanwhile, younger generations, Gen Z and millennials, have been a key driving force behind this momentum. “They’re vocal, values-led, and incredibly sharp at spotting performative allyship,” says Kritkhanin Sornchan, creative director at CJ Worx. “For brands, that means showing up for Pride isn’t just about visibility, it’s about authenticity and connection. Pride in Thailand has become both a cultural celebration and a moment of brand relevance.”

Moving beyond rainbow logos

Thai brands are maturing in their approach to Pride. “It’s less about rainbow logos and more about intentional storytelling and long-term impact,” Sornchan explains. “For example, many campaigns this year focus on real LGBTQIA+ narratives—showing queer love, chosen families, and workplace challenges. They’re emotional, cinematic, and deeply local in tone.”

Nationwide campaigns like 'Paint the City with My PRide' by CISPI and the Federation of Thai Industries, and 'Pride For All' by Central Pattana (CPN) celebrate LGBTQIA+ visibility through authentic storytelling and inclusive initiatives.

'Paint the City with My Pride features limited-edition products from over 10 leading Thai brands that highlight queer love, chosen families, and workplace inclusion. Meanwhile, 'Pride For All', active across 39 central shopping centres, focuses on themes of freedom, safe spaces, and real workplace challenges through events such as Pride Talks and the 'Beyond the Rainbow' campaign, fostering community connection and awareness nationwide.

 

Corporate social responsibility efforts are also evolving, with brands funding LGBTQIA+ creators, supporting mental health initiatives, and implementing DEI training internally. Some use Pride as a platform to spotlight broader themes like gender fluidity and neurodiversity, turning Pride into a launchpad for wider inclusion.

Crucially, LGBTQIA+ voices are increasingly shaping campaigns from behind the scenes, not just in front of the camera. From creative directors to strategists, queer professionals are helping ensure authenticity.

“Almost every brand we work with is doing something around Pride this year—and it’s gone far beyond rainbow logos,” says Damisa Ongsiriwattana, CCO at Sour Bangkok. “More brands are putting Pride at the heart of their campaigns, with inclusive product lines and real collaborations with LGBTQ+ creators. What’s interesting is that it’s no longer seen as CSR. For many, Pride has become part of business as usual—a way to stay culturally relevant, connect with new audiences, and create work that actually means something.”

Rewards vs risks

In a region where conservative attitudes still hold sway, Thailand stands out by leading vibrant Pride celebrations in 2025. But what lessons can global companies draw from Thailand’s growing momentum during a period of DEI rollbacks elsewhere.

“Thailand shows that DEI doesn’t have to be a risk—it can be a cultural and commercial opportunity,” Ongsiriwattana says. “Pride here isn’t driven by policy, it’s driven by people. From entertainment to everyday conversations, queer voices are part of the mainstream.”

She adds that when momentum around LGBTQIA+ inclusion is this organic, brands don’t need to force it; their role is to listen carefully and engage in ways that resonate authentically with local communities. “That’s something global companies can learn from. Maybe the real question isn’t whether to do DEI—but whether you’re listening closely enough to where it’s already happening.”

Global pullbacks don’t mean every market is retreating. Thailand proves that inclusion can still be culturally and commercially powerful when grounded in local truth. “Brands here are rewarded for boldness, not punished,” says Sornchan. “Thai consumers, especially the younger ones, respond positively to brands that don’t just show up for Pride, but take a stand for the community in tangible, sustained ways."

 

Chumaporn believes the lesson is clear: taking a stand may feel risky now, but it often leads to long-term trust and loyalty. “We’ve seen this before in global movements. A decade ago, brands that supported women’s rights—such as the ‘My Body, My Choice’ movement in Europe—were once outliers,” she says. “But those that embraced women’s autonomy, workplace inclusion, and diverse roles in society were able to align early and rise as global leaders. Similarly, brands that recognised the importance of children’s rights and adapted their products to developmental needs and non-gendered play became dominant players in their industries.”

In a region where conservative attitudes still prevail, Chumaporn advises brands in APAC balancing the risks and rewards of standing with Pride and LGBTQIA+ rights to start with sincerity. “You don’t have to launch a massive campaign right away, but you do have to listen and engage with local LGBTQIA+ communities,” she says. “In politically sensitive environments, messaging needs to be thoughtful, but that doesn’t mean it should be silent. Silence, after all, carries its own cost.”

Pride month in Thailand this year is a reminder that Pride isn’t just a marketing opportunity, it’s a movement. And movements need commitment. “The brands that succeed here are the ones that integrate LGBTQIA+ values into their operations, their leadership, and their year-round narrative,” says Sornchan. “Ultimately, Thailand proves that Pride can be a growth engine, not a reputational risk. If done with care and cultural intelligence, inclusion builds emotional equity—and in today’s market, that’s priceless.”