In 2023, there have been numerous stories and significant changes, both in terms of societal trends, the economy, politics, and lifestyle. Some of these developments have continued from the previous year, while others have emerged as new trends. LINE Thailand summarizes the 12 digital lifestyle trends of 2023, providing a comprehensive overview. The top trends include “AI – Crispy Pork – Goddess Lakshmi – Election,” which have gained the highest popularity among the Thai population through various services on the LINE app.
- Got closer to AI than ever
- This can be observed in the global social media trend of using AI to assist in daily life. Similarly, LINE incorporates AI in various features, such as Profile Studio, using AI to create profile pictures in various styles, including AI Teen, AI Baby, AI Portrait, Selfie AI and AI Christmas. Additionally, LINE OpenChat introduces the Message Summary feature, using AI to summarize messages in open chat rooms, helping to keep up with group discussions. There is a growing trend suggesting that AI will play an increasingly significant role in all aspects of digital life.
- B Blood Type – K-Pop Genre Rocking the Ringtones Scene
- B Blood Type artists by CHRRISSA, Sad Flower by Raynissara, Halley’s Comet by fellow fellow, and Who’s the Lucky Man by Parkmelody gained prominence in the ringtone scene in 2023. They received the BLACK MELODY award, the pinnacle of popular songs, calling them onto the LINE MELODY platform. It’s also been a year where international music labels continuously provided a variety of songs such as SM True, Universal Music (Thailand), Sony Music Thailand, and YG PLUS INC.
- “Election 23” Wakes up Every Generation
- This can be observed in the recent Election 2023 period, as indicated by statistics on LINE TODAY, closely monitoring the election situation from leading content partners. The data reveals a surge in viewership, with live debates leading to a remarkable 57% increase, more than 27 times higher than the period before the election. Particularly during the period of May 13-14, the election days, the views touched a new high, exceeding 100 million. It was also found that the number of users under the age of 20 increased by 63%, consuming content related to the election by an average of 67%. This signifies a growing importance of politics among the younger demographic and new generation.
- Idol Products – Art Toy, the Online Shopping Craze
- Top-selling online shopping categories on LINE SHOPPING in the past year include lifestyle products from various well-known Thai and international artists, including K-Pop, T-Pop, and idol couples. The most searched category is “Art Toy,” indicating a growing interest in fan-oriented products, such as crybaby, rubsarb, velence, ninetytwo, or anwyll.
- Crispy Pork – Mala Rising as Thai’s Favorites
- In the food category on LINE MAN, the top trending dishes in the past year include Crispy Pork with Salted Chili, Mala, Crispy Pork with Basil, Melindjo Dishes, and Pork Crackling. No wonder that “Somtum” (papaya salad) maintains its top position as the most ordered menu on the platform for two consecutive years, with an order count exceeding 18 million, 2.6 times higher than the previous year!
- Saving for Children on LINE’s Fintech
- LINE BK found that users are saving money for three main purposes: for their children, for wealth accumulation, and for travel. Regarding loan services, it was discovered that users take out loans for personal expenses, as emergency reserves, and for revolving capital or cash flow in businesses respectively. Meanwhile, Rabbit LINE Pay announced a new service name change to “LINE Pay.” Under new management, LINE MAN Wongnai and LINE Thailand expanded their service connections within the LINE ecosystem, extending connections to merchants on the Wongnai platform and other services.
- I Told “Goddess Lakshmi” About You
- In 2023, “Goddess Lakshmi” gained significant attention on LINE Horoscope service. Most of LINE Horo’s users flocked to seek online blessings in Varalakshmi Vratam day, a propitious day for requesting blessings from Goddess Lakshmi. The top donation project of the year was the creation of an ARI negative pressure room at a children’s hospital and a project to aid elderly and disabled dogs and cats.
- Never Get Tired of Lonely People and Beauty Queen
- LINE OpenChat continues to emphasize its role as a platform for connecting all fandoms, especially those interested in beauty queen. In 2023, it was reported that there are over 200,000 users in this category who actively engage in conversations, exchanging stories 24/7. Not limited to just competitions, the “Find Friends, Lonely People” OpenChat room has a maximum usage of Live talk feature for 1,200 times per month.
- Country Music – Hometown Content That Shouldn’t Be Overlooked
- Popular content on LINE VOOM includes country music, a genre appreciated by users of all genders and ages. This aligns with the campaign “Born to Create, Elevate Your Hometown Pride” campaign which instills pride in local traditions throughout Thailand. This campaign received the Best Apps & Platforms Influencer Campaign award at the Thailand Influencer Awards 2023.
- Varied Emotions at Work – More uses of Expressive Stickers
- In the realm of LINE STICKERS, the trend includes stickers that cater to work-related emotions, resonating with office workers, freelancers, and people of all working ages. Sarcastic-themed stickers were also on the rise. These stickers aid in conveying messages and emotions without frankly speaking. Premium LINE STICKERS subscription was also launched to encourage more creative and enjoyable sticker-based communication.
- Turning Webtoons into Movies and Series – A Plethora of Content
- The top 5 most popular LINE WEBTOONs include “Lookism,” “Sister I Am The Queen in This Life,” “Change Me,” “True Education,” and “Remarried Empress.” In 2023, 28 LINE webtoons were adapted into animations, movies, or series, with “Doona” being turned into a Netflix series and animation on BiliBili in China.
- LINE GAME – The Popular Game of the Year
- The game “Let’s Get Rich” claimed the title of the most popular game of the year, boasting the highest global downloads. The world map feature was played more than 300,000 times a day on average, surpassing the total number of global flights by three times!