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K-POP STAR LISA'S CHIVAS REGAL ADVERTS CAUSED CONTROVERSY IN THAILAND

By Siulan Law Mathews DipWSET

23-3-2022



Source: Chivas Regal

Scotch whisky brand Chivas Regal's advertising campaign featuring K-pop star Lisa from Blackpink, who is Thai by origin, has led to controversy in her native Thailand due to the country's ban on alcohol advertising.

Thailand's local media reported that the country's Alcohol Control Committee is investigating social media platforms to see if any Thai people have shared photos of Lisa promoting the scotch whisky brand.

Lisa recently became an ambassador for Chivas Regal, her apointment attracted a lot of attention because she is the brand's first ever Asian female ambassador.

Section 32 of Thailand’s Alcoholic Beverage Control Act (2008) stipulates that alcoholic beverages must not be advertised in a way that promotes their consumption.

Under this act, posting or reposting images of alcoholic beverages online can result in a fine of up to Bht500,000 (USD14,900) and/or up to one year in prison. As a result, sharing Lisa’s Chivas Regal adverts in Thailand is considered illegal.

The controversy has triggered a debate in Thailand as to whether the law should be repealed.

Prapavee Hemata of the Craft Beer Association pointed out the inequality in marketing opportunities faced by small Thai alcohol companies, as compared to big businesses who can bypass the law by running advertisements abroad.

“Big businesses can hire advertising agencies outside Thailand to legally advertise their products, but if small entrepreneurs do the same in the kingdom, it’s illegal,” said Hemata.

Born Lalisa Manobal, Lisa grew up in Thailand before moving to South Korea at the age of 13 to pursue her entertainment career, she debuted with girl K-pop band Blackpink in 2016.

She is said to be the most followed K-pop star with 75 million Instagram followers, her two solo singles Lalisa and Money have each gained over 450 million views on YouTube.

Lisa’s widespread global appeal has led to a series of ambassadorships with luxury brands including Celine, Bulgari and Mac. Chivas Regal is the latest brand to join the list, and their “I Rise, We Rise” campaign highlights Lisa’s journey to success.

(the writer can be contacted at: info@thewinechronicle.com)

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