THE WARDROBE: Lisa in Balmain for TAT’s “Amazing Thailand Ambassador” Exclusive Night at Wat Arun
The Tourism Authority of Thailand (TAT) has officially entered a robust new era of emotional marketing with the unveiling of Lalisa ‘LISA’ Manobal as its Amazing Thailand Ambassador. The high-profile launch, held on January 28 at the iconic Wat Arun Ratchawararam, marked a historic milestone for the landmark.
For the exclusive event, the "Temple of Dawn" was fully illuminated in a rare show with a bespoke, state-of-the-art light installation for a private event—a spectacle designed to magnify the impact of the “Feel All the Feelings” campaign.
A Masterclass in Fashion Diplomacy
As a global icon and a Thai national, LISA’s choice of attire for this "Exclusive Night" was a calculated and profound nod to Thai heritage and diplomatic history.
Dressed in Balmain couture, the Buriram native appeared in a design heavily inspired by the "Nuit à Londres" gown from Pierre Balmain’s 1960 Spring-Summer collection.
This fashion choice holds deep resonance for the Kingdom.
Pierre Balmain served as the couturier for Her Majesty Queen Sirikit for over two decades. His iconic designs for the Queen’s 1960 state tour of Europe and the United States were instrumental in introducing hand-woven Thai silk, metal thread silks, and rich brocades to the global fashion stage.
By reviving this specific silhouette and aesthetic, LISA’s appearance celebrated 170 years of Thai-French friendship, weaving together French couture craftsmanship with Thailand’s legendary textile legacy. The gown served as a literal thread connecting the royal elegance of the 1960s to the contemporary global influence of modern Thai stars.
Elevating the Destination Experience
The evening's atmosphere, set against the glowing porcelain prangs of Wat Arun, underscored TAT's strategic pivot from marketing Thailand as a destination to promoting it as a high-value experience.
TAT Governor Thapanee Kiatphaibool noted that the campaign seeks to offer "depth beyond scenic attractions".
"The TAT believes that sharing Thailand’s beauty through LISA’s perspective will help travellers see Thailand as a leading quality destination with depth," she stated.
The "Feel All the Feelings" concept emphasizes that travel today is measured in emotional capital. By positioning the Thai people as "good hosts" who deliver the quality and meaningful experiences central to the Trusted Thailand initiative, TAT aims to secure long-term social and economic value for the industry.
A Star-Studded New Chapter
The event also featured appearances by renowned actors Pongtiwat “Blue” Tangwancharoen, Metawin “Win” Opas-iamkajorn and Kanawut “Golf” Traipipattanapong, who all join LISA in the campaign’s flagship film to convey the diverse emotions of Thai travel.
The “Feel All the Feelings” campaign presents travels through Thailand’s stunning attractions, featuring “Friends of the Amazing Thailand Ambassador” who will help convey these emotions and experiences too, including three Thai actors, “Blue,” “Golf,” and “Win” to broaden the domestic and regional appeal. (Photo Credit: TAT)
By leveraging LISA’s global reach and the symbolic power of Wat Arun, a site where traditional craftsmanship harmonized with the contemporary creativity of the evening and the campaign, the TAT marked the start of the “Feel All the Feelings” by portraying Thailand and its flagship attractions as a Quality Leisure Destination where every feeling is woven into the journey.
Bangkok, January 31, 2026