Unlocking China’s Luxury Market: SO/ Bangkok’s Standout Influencer Marketing Strategy

Unlocking China’s Luxury Market: SO/ Bangkok’s Standout Influencer Marketing Strategy

[Case Study]

With its modern avant-garde design, buzzworthy dining spots, and trendsetting club scene, SO/ Bangkok has quickly emerged as one of the Thai capital’s hottest see-and-be-seen hotels since opening in 2022. 

To drive awareness and bookings from this valued segment, SO/ Bangkok launched an innovative influencer marketing campaign showcasing the hotel’s eclectic vibe, exceptional amenities, and premier location in downtown Sukhumvit. By tapping into the powerful pull of popular Chinese fashion, travel, and lifestyle influencers, the hotel immersed these digital tastemakers in the full SO/ experience – from the striking metallic “Wander Wall” lobby to the vibrant H8 Brasserie and raucous HI-SO rooftop club. Their striking, envy-inducing content set the stage for SO/ Bangkok to become the ultimate aspirational destination for young, luxury-minded Chinese travellers

The Campaign Strategy

SO/ Bangkok invited Chinese influencers with Xiaohongshu to experience the property’s distinctly avant-garde flair first-hand:

The Influencer Experience

Each influencer was hosted in SO/ Bangkok’s. They received VIP access to amenities like:

•The Seductive Pool & Bar;

•HI-SO rooftop club with 360-degree panoramic Bangkok views

Beyond the hotel, influencers explored nearby attractions like luxe malls and rooftop bars in Sukhumvit’s prime shopping/nightlife district.

The Content Execution

The influencers captured their uniquely SO/ stays through a mix of photos and video reels on xiaohongshu

• Room tours of the ultramodern, vibrant suites and decor.

•’ Get Ready With Me’ glamour videos from their suites.


As the hotel establishes itself as one of Bangkok’s premier luxury-lifestyle stays, the influencer campaign has ignited continued buzz among SO/ Bangkok’s target demographic of young, affluent Chinese travellers. The striking, aspirational content will continue driving bookings and brand desire for years to come.

Looking For Influencer Marketing Solutions?

If you are looking to expand your brand awareness and reach a wider audience through influencer marketing, don’t hesitate to contact us today. MCN Asia is ready to help you find and engage the right influencers for your campaign, and create engaging and authentic content that resonates with your target audience.

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