INTERNATIONAL MARKETING COMMUNICATION BETWEEN THAILAND AND THE KINGDOM OF SAUDI ARABIA IN THE NEW ERA

Abstract

This is a qualitative research on new international marketing communication strategies between Thailand and the Kingdom of Saudi Arabia in 2022, arising from diplomatic relations between the two countries, along with Saudi Arabia’s Vision 2030. Over 3 decades of bilateral collaborative limitations, diplomatic re-establishment has provided economic pathways, with Thai business opportunities, particularly among sectors and industries that meet Saudi Arabia’s economic distribution policy, i.e., wellness, halal products, tourism, and healthcare. This research aimed to study the roles of diplomacy, cultural context, and national reform policies that drive marketing communication success in the Saudi market. Qualitative data was collected from 2021 to 2025, parallel to in-depth interviews with high-level informants. Thematic analysis was applied to government reports, trade fairs, media content, and communication media. The results demonstrated 3 major dynamics. First, diplomatic re-establishment has awakened bilateral trade and enhance government-driven initiatives, e.g. trade fairs and business conferences by integrating them in strategic marketing communication media which create trust within Saudi Arabia’s cultural environment that mostly relies on its context. Next, Vision 2030 has brought new expectations among Saudi consumers, causing higher desires for brand communication with digital advancement, high value, and signified culture, particularly among young consumers under strong digital ties. Lastly, adherence to halal, serious concern about gender, translation into Arabic, and religious traditions as the primary elements in a cultural scope of this Islamic country are simultaneously advantage and disadvantage for Thai brands. To clarify, brands with adaptation to this scope can find their way for successful marketing whereas some others with institutional gaps, e.g., unawareness of Thai halal certification in Saudi Arabia have to face some difficulties. In conclusions, successful international marketing communication in context of this specific country requires cultural intellect, digital improvement, and diplomatic strategies. These pave a way to the strengthened relations between the two countries and the tendency of extended capabilities of Thai brands outside business centers located in the top cities.