Thailand: A Fast-Growing Market and a Key Importer of Art Toys in Asia

Art toys fall under the broader global toy industry, which recorded $50.04 billion in total imports in 2023.

Thailand: One of Asia’s Largest Art Toy Importers

In 2023, Thailand’s art toy imports totaled $128.26 million, marking an 11.79% increase from $114.73 million in 2022. The top three import sources were:

  • China
  • Japan
  • Vietnam

Thailand’s Potential as an Exporter of Art Toys

Beyond imports, Thailand is also emerging as a notable exporter of art toys. In 2023, the country recorded $251.09 million in toy exports, with its top three markets being:

  • United States
  • Japan
  • United Kingdom

Why Thailand is a High-Potential Market for Art Toys

The rapid growth of Thailand’s art toy industry is driven by:

✅ A Rising Consumer Base – The number of art toy buyers in Thailand continues to increase, expanding beyond niche collectors to mainstream consumers.

✅ Unique Consumer Behavior – Unlike in other countries where buyers often purchase individual pieces, Thai consumers tend to collect full sets, making them high-value customers.

✅ Strong Local Design Culture – Thai designers and artists are gaining global recognition, offering unique character designs that compete in international markets.

Opportunities for Foreign Investors and Art Toy Brands in Thailand & ASEAN

With the art toy industry on the rise, Thailand is positioning itself as a strategic entry point for foreign brands and investors looking to expand in Southeast Asia. The region boasts a strong, engaged consumer base, particularly among Gen Z and young professionals who value design, exclusivity, and collectibility.

For global brands, Thailand presents a unique opportunity to:

  • Introduce limited-edition collectibles and exclusive character designs
  • Capitalize on Thailand’s fast-growing e-commerce and retail ecosystem
  • Tap into ASEAN’s expanding art toy community, leveraging Thailand as a gateway to the broader region

Foreign manufacturers, designers, and brands that can deliver high-quality, original designs while leveraging effective marketing strategies will find Thailand to be a lucrative market with strong long-term growth potential.

Whether you’re an art toy designer, collector, or investor, Thailand is a market to watch—and a potential launchpad into the broader ASEAN art toy industry.