The Tourism Authority of Thailand (TAT) recently tied up with Warner Music Japan to promote Thailand’s contemporary lifestyle via a new music video from Japanese rapper Yuki Chiba.
Centred on Chiba’s latest single Mahiiya, the use of pop culture and music tells a compelling story that highlights local lifestyles, distinctive settings, and travel experiences to global audiences, while building on Yuki Chiba’s growing international digital momentum.
According to TAT governor Thapanee Kiatphaibool: “This collaboration with Warner Music Japan reflects TAT’s commitment to engaging new generations through culture, creativity, and authentic travel experiences. By presenting Thailand through Yuki Chiba’s creative lens, we are positioning the country as a living destination where local lifestyles, contemporary expression, and warm hospitality come together, inspiring younger global audiences to discover Thailand in more personal and meaningful ways.”
Chill track, good vibes
The chill track weaves together Yuki Chiba’s calm, unbothered flow with the moody production style of his close collaborator Murda Beatz.
The song itself reflects a relaxed acceptance of everyday challenges, with the repeated phrase “Mahiiya” carrying the meaning of “it’s all good.” Its message blends humour, acceptance, and positivity, closely echoing the Thai expression mai pen rai or no worries, and Thailand’s relaxed optimism, resilience, and welcoming spirit.
The music video was filmed at distinctive locations selected for their visual identity and cultural character, including Sai Tai Mai Market, the century-old Khlong Ratchamontri community in Bang Khae district, and Wat Ratcha Orasaram Ratchaworawihan.
These locations present a fresh view of Bangkok beyond familiar landmarks, encouraging travellers to explore local neighbourhoods, riverside communities, markets, and heritage sites.
The music video is being promoted through the official channels of Yuki Chiba and Warner Music Japan, including YouTube, Facebook, Instagram, TikTok, X, and other global platforms.
At the same time, the campaign is expected to generate around 15 million impressions, extending Thailand’s destination visibility among international music fans and digital audiences.
