Thai Business Leader Predicts End of ‘Influencer Era,’ Charts New Path for Growth

Bangkok, Thailand – A leading Thai businessman is forecasting a seismic shift in the country’s marketing and economic landscape, predicting the decline of influencer culture and emphasizing the importance of building resilient brands and forging strategic partnerships with international markets.Komsan Lee,owner of Flash Express and increasingly influential investor,detailed his vision at the recent Secret Sauce Summit 2025.

From Logistics to Lifestyle: Komsan Lee’s Expanding Empire

Komsan Lee’s trajectory has been swift and diverse. Beginning with the rapid expansion of Flash Express, thailand’s first unicorn transportation company, he has recently moved into the food and beverage sector with Thai President Beverage and a stake in Chagee Thailand, a prominent tea brand. His latest venture, Mad Unicorn Company Limited, signals a broader ambition – importing and developing 100 brands, with a strategic focus on leveraging foreign technology and expertise.

the Imminent Decline of Influencer Marketing

Lee contends that Thailand is on the cusp of a transformation mirroring China’s experience, where reliance on Key Opinion Leaders (KOLs) is rapidly diminishing due to the rise of Artificial Intelligence and shifts in consumer behavior. He warns that influencers risk becoming obsolete, likening their current position to “monkeys performing on stage” – entertaining but ultimately lacking enduring value if they don’t evolve. According to a recent report by Forbes,influencer marketing spend is projected to stabilize in 2025,with brands increasingly seeking more direct engagement with consumers.

Raising Your Own Fish: The Shift to Brand Ownership

Lee’s core message is a call for thai businesses to move beyond simply “chasing fish in another pond” – relying on platforms and intermediaries – and instead “raise their own fish,” meaning building independent, sustainable brands. He stresses that the current ecosystem, where influencers act primarily as “sales agents” rather than “brand owners,” is unsustainable. This echoes a wider industry trend, as highlighted by McKinsey, which emphasizes the importance of brand equity in a volatile market.

China’s Influence and Thailand’s Strategic Position

Lee views China as a key partner, not a competitor. He argues that China is seeking investment destinations beyond its saturated domestic market and that Thailand’s political stability and consumer base make it an ideal location. He believes Thailand can benefit from importing Chinese technology and expertise,but only through strategic collaboration rather than simple imitation. Recent data from the Ministry of Commerce shows a 20% increase in Chinese investment in Thailand in the first half of 2025.

The “Pain Point” Principle and Innovation

Lee advocates for identifying and addressing specific consumer “pain points” – unmet needs – as the foundation for successful new businesses. He illustrates this with an example of developing a product for dry eyes that doesn’t require direct application to the eye, catering to a specific consumer preference. He’s also focusing on international partnerships,exploring expansion into the convenience store sector,and developing “IP Cards” to promote Thai products globally.

“every industry will be affected,” Lee stated, urging Thai entrepreneurs to adapt and embrace innovation. “You can’t be the same person anymore. You must focus your entrepreneurial DNA and work harder.”

What are your thoughts on the future of influencer marketing? Do you agree with Lee’s assessment of the need for businesses to build their own brands? Share your opinions in the comments below!