How do I export to Thailand?
Southeast Asia's tourism hub and an ASEAN manufacturing center. A guide for leveraging the ASEAN-Korea FTA and Thailand's growing consumer market.
Key Summary
Thailand is Southeast Asia's second-largest economy (after Indonesia) with a GDP of approximately $550 billion and a population of 70 million. Thailand is a major ASEAN manufacturing hub, particularly for automobiles, electronics, food processing, and petrochemicals. Under the ASEAN-Korea FTA (AKFTA), tariffs on most Korean goods have been phased out or significantly reduced. Korea's exports to Thailand in 2023 totaled approximately $6 billion. Bangkok is Southeast Asia's largest retail city, and Thailand's growing middle class drives demand for premium Korean beauty, food, and lifestyle products. The Korean Wave is extremely popular in Thailand, with Thai consumers having one of ASEAN's strongest affinity for Korean culture.
Market Overview
Thailand is Southeast Asia's second-largest economy (after Indonesia) with a GDP of approximately $550 billion and a population of 70 million. Thailand is a major ASEAN manufacturing hub, particularly for automobiles, electronics, food processing, and petrochemicals. Under the ASEAN-Korea FTA (AKFTA), tariffs on most Korean goods have been phased out or significantly reduced. Korea's exports to Thailand in 2023 totaled approximately $6 billion. Bangkok is Southeast Asia's largest retail city, and Thailand's growing middle class drives demand for premium Korean beauty, food, and lifestyle products. The Korean Wave is extremely popular in Thailand, with Thai consumers having one of ASEAN's strongest affinity for Korean culture.
Market Characteristics
Thailand's consumer market is concentrated in Bangkok, which accounts for approximately 30% of the national population but a much higher share of consumption. Thailand's tourism-driven economy has created a sophisticated retail environment with world-class shopping malls and a large expat consumer base. K-Beauty, K-Food, and K-Pop are extremely popular, with Thai fans among the most active Korean Wave communities in Southeast Asia. The manufacturing sector, especially around the Eastern Economic Corridor (EEC), creates significant B2B demand for industrial parts, machinery, and materials. E-commerce has grown rapidly, with Lazada Thailand and Shopee Thailand being the dominant platforms.
Regulatory Environment
Thailand's key regulatory bodies are the FDA Thailand (Food and Drug Administration) and the TISI (Thai Industrial Standards Institute). Food products must obtain an FDA Thailand license (Sor Bor Bor or Sor Bor Bor number). Cosmetics require FDA Thailand notification or registration. Pharmaceuticals and medical devices require full FDA approval. Electrical and electronic products must comply with TISI standards and carry the 'Mhor Gor 4' mark (TISI certification). All product labels must include Thai-language information. For FTA tariff claims, Certificate of Origin Form AK is required.
Business Culture
Thai business culture is built around politeness, respect for hierarchy, and 'face' ('na'). The 'wai' (hands pressed together greeting) is the traditional Thai greeting, though handshakes are now common in international business. Thai counterparts are generally friendly and hospitable, and building personal relationships over meals is valued. Aggressive or confrontational negotiation styles are counterproductive—Thai negotiators prefer smooth, relationship-oriented discussions. Decision-making can be slow in larger organizations. Korean Wave popularity means that Korean business partners are often warmly received in Thailand.
Buyer Discovery
Major trade shows in Thailand include THAIFEX-World of Food Asia (Bangkok, largest food show in Asia), Cosmoprof Asia Thailand, Manufacturing Expo, and Propak Asia (packaging). KOTRA's Bangkok trade office provides buyer-matching and market research. Thailand's major retail chains—Big C, Lotus's (Tesco), Central Retail, Villa Market—are key distribution channel targets. Thai beauty retailers such as Watson Thailand, Boots, and Beautrium are important for Korean cosmetics. E-commerce platforms Shopee Thailand and Lazada Thailand are major channels for consumer goods.
Customs & Logistics
Thailand's main port is Laem Chabang (near Bangkok, Southeast Asia's 5th-largest container port) and Bangkok Port. Shipping from Busan to Laem Chabang takes approximately 7–10 days. Thailand's customs system has been modernized with electronic declarations through the e-Customs system. Import duties vary by product, and AKFTA Form AK certificates are required for preferential tariff rates. Thailand imposes a 7% VAT on imports. Free trade zones and Export Processing Zones in the Eastern Economic Corridor offer duty advantages for manufacturers.
Pricing & Payment
T/T (wire transfer) in USD is the standard payment method. The Thai Baht (THB) is relatively stable against the USD. Thai buyers are price-sensitive but will pay for quality and brand reputation. For consumer goods, competitive pricing relative to local alternatives is important. Payment terms of Net 30–60 days are common in established business relationships. For new buyer relationships, 30–50% advance payment is advisable.
Marketing & Localization
Facebook and LINE (Thailand's dominant messaging app) are the key social media platforms, followed by YouTube, Instagram, and TikTok. Thai-language content is essential for consumer marketing. Korean Wave marketing—connecting products to K-pop stars, K-drama storylines, or Korean Beauty routines—is highly effective with Thai consumers. Thai consumers respond well to beauty tutorials, recipe demonstrations, and lifestyle content. Celebrity endorsements, especially by popular Thai celebrities with Korean Wave associations, can dramatically boost brand awareness.
FTA & Tariffs
The ASEAN-Korea FTA (AKFTA, effective January 2010 for Thailand) provides preferential tariff rates for Korean goods. Most manufactured goods (electronics, machinery, automotive parts) have reached 0% tariffs. Certificate of Origin Form AK is required to claim AKFTA benefits. Thailand's MFN tariff rates for products outside the FTA range from 0–80%, with consumer goods and food products typically in the 5–30% range. Additionally, the RCEP (effective January 2022) provides additional tariff reduction opportunities for Korean goods entering Thailand.
Business Culture
Buyer Types
Thailand Modern Trade Chains
Major retail chains including Central Retail, The Mall Group, Big C, and Lotus's. They have strict supplier onboarding requirements and need FDA Thailand-registered products, Thai-language labeling, and competitive pricing. K-Beauty products have significant shelf presence in Thai drug stores (Watson, Boots) and beauty specialty retailers.
Korean Wave / K-Beauty Distributors
Thai distributors specializing in Korean consumer goods with established networks in beauty retailers, convenience stores, and e-commerce platforms. They require FDA Thailand compliance, Thai-language packaging, and often provide translation and regulatory support. They value Korean brand story and K-pop association highly.
Automotive / Industrial Parts Buyers
Buyers at Thailand-based automotive manufacturers and their supplier networks (Toyota, Honda, Isuzu, and Korean brands Hyundai/Kia). They source high-quality Korean automotive parts and industrial components. Quality certifications and supply chain reliability are paramount.
E-Commerce Sellers
Shopee Thailand and Lazada Thailand official store operators for Korean brands. Thailand's e-commerce market is growing rapidly, and Korean beauty, food, and electronics accessories have strong online demand. They require competitive pricing, Thai product descriptions, and fast supply.
Logistics Information
Lead Time
Sea: 7–10 days (Busan–Laem Chabang), Air: 2–3 days
Est. Shipping Cost
Sea: $1,000–1,900/20ft, Air: $4–7/kg
Payment Methods
FTA/Trade Agreements
Frequently Asked Questions
A. Food products exported to Thailand must obtain an FDA Thailand import license (Sor Bor Bor number or 13-digit registration number). The application requires product information, ingredients, nutritional facts, and Thai-language label samples. Some product categories (health foods, novel foods) require additional safety documentation. The process typically takes 1–3 months for standard food products. A Thai importer registered with FDA Thailand must be designated as the local responsible party. Thai labeling must include product name, ingredients (in Thai), net weight, expiration date, and importer information.
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