Revolutionary music project: Chang water connects generations!

Revolutionary music project: Chang water connects generations!

Current developments in the Thai music market

What's going on in Bangkok? Today, December 2, 2025, the brand “น้ำแร่ธรรมชาติตราช้าง” (Chang Mineral Water) officially celebrates the launch of its new campaign “เติมเต็มคำว่าเพื่อน” (Complete Friendship). Under the motto “เติมเต็มทุกจังหวะดนตรี” (Complete every musical rhythm), music and friendship should be the focus. The choice of brand ambassadors was popular national artists “POTATO” and “ONLY MONDAY”, both of whom performed live during the launch event at Chang Canvas, One Bangkok.

The adverts for the campaign rely on well-known tunes and newly arranged hits such as “บรรยากาศ” (Atmosphere) and “ขอบคุณที่รักกัน” (Thank you for loving me). These songs are intended to celebrate the “Song for a Friend” phenomenon and strengthen the connection between generations. Popular influencers and presenters like Nicky, also known as ณฉัตร, were also present and expressed their excitement about participating in this initiative.

Strengthened by positive memories

The campaign goes beyond today's launch: numerous music festivals and concerts are planned across Thailand from the end of 2025, which will take place under the title “Chang Music Connection”. Over 1,000 events are in sight until 2026, which only increases the anticipation of future musical experiences. In the coming weeks and months, the campaign will continue to be promoted on social media such as Facebook and TikTok under the name “Chang World”. This not only creates a connection with fans, but also promotes the idea of ​​sharing special music moments with each other.

Cultural impulses for the music industry

In addition to celebrating friendship through music, there are significant developments in the Thai music market in general. According to committee vice chairman Surapong Suebwonglee, the Music Exchange project plays a key role in strengthening Thailand's soft power industry. The aim is to increase international competitiveness and promote the country's cultural heritage. Thailand has positioned itself as the fifth largest music industry in Asia and is attracting increasing interest in international markets.

The CEA (Creative Economy Agency) has a plan to send over 100 Thai artists to international music festivals by 2025. Asian countries such as China, South Korea and Japan as well as Europe and America are particularly targeted. Considering that Thailand's music market reached a value of approximately US$108 million in 2023, up 6.3% from the previous year, there is a good chance that the Thai music scene is thriving.

Conclusion

The “น้ำแร่ธรรมชาติตราช้าง” campaign is not only a celebration of music, but also a symbol of the strength of Thai culture and its artists. The combination of music and friendship provides the perfect platform to create positive memories and strengthen community. With this in mind, you can look forward to the upcoming concerts and festivals in Thailand, where musicians and fans will experience unforgettable moments together.

For more information about the campaign and upcoming events, check out the pages Naevna, The Thai Press and Nation of Thailand over.