The landmark event, spearheaded by Vithita Group, aims to unify Thailand’s character industry, creating a powerful platform for economic growth, brand collaboration, and global recognition in the burgeoning creative economy.
BANGKOK, THAILAND – In a significant move to galvanize Thailand’s creative sector, the nation is witnessing the launch of its first-ever “Character Fest Thailand.” Hosted by Vithita Group, the company behind the iconic ‘Kai Hua Roh’ brand, this groundbreaking event is positioned as a major catalyst for the country’s character industry and a strategic initiative to amplify its soft power on the global stage. The festival, one of the largest of its kind in decades, runs from August 14-17, 2025, at the CentralWorld shopping complex in the heart of Bangkok.
Under the vibrant theme ‘Thai Characters in Temple Fair,’ the event transforms CentralWorld into an immersive world of creativity and nostalgia, bringing together a spectacular parade of mascots. It offers a unique opportunity for the public to meet a diverse array of beloved figures, from timeless childhood cartoon characters to contemporary brand mascots, all in one dedicated space. This convergence is more than just entertainment; it represents a concerted effort to build a robust ecosystem for Thai intellectual property (IP), fostering collaboration and unlocking new commercial avenues.
A Dedicated Platform for a Thriving Industry
For years, Thai characters have been fragmented, appearing at various unrelated events such as toy fairs or book festivals without a central stage to showcase their collective potential. Vithita Group, with its half-century legacy in the nation’s creative landscape, identified this critical gap.
Pimpicha Utsahajit, Executive Director of Vithita Group, articulated the vision behind the festival. “In the past, there has never been an event dedicated solely to them. An event that gives these characters a chance to truly shine and showcase their full potential,” she stated. “With over 50 years of experience… Vithita Group recognizes the incredible power of Thai cartoons and characters. When these characters come together, they bring joy and inspiration to people’s lives. That’s why we’re launching the 1st Character Fest—to support Thailand’s character industry and bolster the country’s soft power.”
The ultimate objective is to elevate the industry into a primary driver of the creative economy. Utsahajit explained that the festival is designed to be a foundation for networking among creators, brands, and fan communities, which can “lead to future development, open up numerous business opportunities, and ultimately foster the growth of Thailand’s character industry.”
Corporate and Governmental Synergy: The Economic Backbone
The festival’s realization is a testament to a powerful collaboration between the government and public sectors. This strategic alliance underscores the growing recognition of character IP as a significant economic asset.
PTT Public Company Limited (PTT), the nation’s leading energy company, has stepped in as the main sponsor, a move that signals strong corporate confidence in the sector’s potential. Sompong Srikhun, Communications and Branding Manager of PTT, emphasized that supporting soft power and talent development are key corporate priorities.
“By supporting the 1st Character Fest Thailand PTT considers this as a significant step toward nurturing Thai talent,” Srikhun remarked. She noted that Vithita Group’s ‘Kai Hua Roh’ is more than a cartoon but a “creative content hub that excels in storytelling,” demonstrating how artistic potential can be harnessed to create valuable content for society. This approach, she added, “not only promotes cultural growth but also opens new avenues for Thailand’s economic development.”
PTT’s own character, GODJI, the ‘Energy Hero,’ serves as a prime case study in effective mascot marketing. For over 12 years, GODJI has acted as a friendly bridge between the energy giant and consumers, simplifying complex topics and fostering brand familiarity. “This has proven to be an effective communication method that continues to produce excellent results,” Srikhun confirmed.
The event is further bolstered by a diverse coalition of sponsors including Koh Kae, Monde Eyewear, ALife Powered by AIA, and various governmental bodies like the Provincial Electricity Authority (PEA), Tourism Authority of Thailand (TAT), and the Creative Economy Agency (CEA), among others.
A Strategic Venue for a Creative Movement
The choice of CentralWorld as the venue partner is another strategic pillar of the event’s economic and public outreach strategy. Nattakit Tangpoonsinthana, Chief Marketing Officer of Central Pattana, highlighted that the shopping center’s role extends beyond providing space.
“CentralWorld is more than an event space; it is a ‘creative platform’ that welcomes every ‘creative happening’ and a diversity of ideas,” said Tangpoonsinthana. He expressed that the event will “provide a solid foundation for Thailand’s character and mascot marketing industry and prepare it for future global success.” By hosting the festival, CentralWorld solidifies its position as a “lifestyle destination that truly inspires people,” actively promoting the nation’s creative sector to a vast audience of locals and international tourists.
An Immersive ‘Temple Fair’ Experience
The festival is meticulously designed to engage visitors through three distinct zones:
- The Character Funfair Zone: This area offers an immersive experience with classic temple fair games given a modern twist, such as claw machines, doll shootings, and hammer power games. A key highlight is the “historic longest character parade,” providing an unprecedented opportunity for fans to interact closely with their favorite mascots.
- The Character Legacy Zone: Here, visitors can delve into the history of Thai characters. Exhibits like “Editor Vitid’s Home” trace the origins of gag cartoons, while “The Home of Popular Brand Characters” showcases dedicated booths from PTT’s Godji’s City, Koh-Kae, and GMMTV. Interactive attractions include ‘Kai Hua Roh’s Haunted House,’ featuring adorable versions of Thai ghosts, and a giant carousel landmark for photo opportunities.
- Character Market Zone: This zone functions as a bustling marketplace for official merchandise from a wide range of Thai characters. It also serves as a networking hub where fans can meet talented creators from the Creative Economy Agency (CEA) and commission personalized portraits from artists via a Live Drawing service.
A Springboard for Global Ambitions
With free entry for all, the 1st Character Fest Thailand is positioned as an inclusive and foundational event. Pimpicha Utsahajit concluded with a powerful statement on the long-term vision: “In an era where soft power is a vital tool for influence, supporting Thai cartoon characters can help Thailand stay current and strengthen its competitive edge… We strongly believe that with support from all sides—government, the public sector, and creators—this event marks the beginning of a movement to promote Thai characters to audiences worldwide.”
This festival is not merely a four-day celebration; it is a declaration of intent. It marks a symbolic and strategic step to organize, professionalize, and propel Thailand’s vibrant character industry onto the global stage, fostering national pride and creating sustainable economic value for generations to come.
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