The Tourism Authority of Thailand hopes people will want to visit the country following Sunday night’s third season finale of the HBO original series, “The White Lotus.”
The Tourism Authority of Thailand has partnered with 3.1 Phillip Lim to launch its 2025 flagship campaign, “Blooming Lotus: 3.1 Phillip Lim x Amazing Thailand,” inspired by the HBO original series. The campaign will highlight Thailand’s fashion, culture and creativity.
As the centerpiece of this collaboration, TAT and 3.1 Phillip Lim have created a limited-edition collection inspired by Thailand’s beauty, as showcased in the TV series. The exclusive lineup captures the essence of Thailand through a curated selection of pieces, including a ribbed tank, capri pants, a T-shirt, a bomber jacket, tote bags, a duffel travel bag and a cap — each designed to reflect Thailand’s vibrant culture. The collection will launch April 24 on 31philliplim.com and thailandInsider.com/bloominglotus.
Prices range from $195 for the T-shirt to $450 for the duffel bag to $895 for the bomber jacket with the Lotus emblem.
The third season of “The White Lotus” was filmed in Bangkok, Phuket and Ko Samui, and primarily took place at the Four Seasons Resort Koh Samui, a five-star hotel on the island’s northeastern coast.
3.1 Phillip Lim is planning a launch event at its New York store on April 24 to celebrate the collaboration.
“Launching the event in New York is just the beginning,” said Chompu Marusachot, director of TAT New York. “We are incredibly excited to partner with 3.1 Phillip Lim as our design partner and Goway Travel as our tour operator for our flagship campaign. This collaboration is a powerful fusion of fashion and travel, highlighting Thailand’s vibrant creativity and inspiring travelers to explore the country in a new way.”
“At 3.1 Phillip Lim, we have always celebrated culture, craftsmanship and storytelling through fashion,” said Wen Zhou, cofounder and chief executive officer of 3.1 Phillip Lim. “The collaboration with the Tourism Authority of Thailand is a tribute to Thailand’s breathtaking beauty and rich heritage, which is magnificently showcased in ‘The White Lotus’ season three. Through this limited-edition collection, we are capturing the spirit of this magical place in the 3.1 Phillip Lim way — an essential wardrobe of well-crafted pieces for the curious adventurer as she sets off to explore the world.”
With travel in mind, the limited-edition pieces are designed for visiting Thailand’s vibrant temples, walking through the country’s night markets, or exploring its bustling streets and serene landscapes. In addition, Goway Travel will offer a selection of “must-do” experiences in Thailand, allowing travelers to book their ideal Thailand journey.
“Thailand is renowned for its world-class wellness and spa offerings, available in nearly every major destination nationwide,” said Anoma Vongyai, director of TAT Chicago. “This campaign will also highlight those experiences — the health benefits of delicious Thai cuisine, the rejuvenation of traditional massages or the ancient healing techniques that promote overall well-being.”
TAT will also host a wellness and yoga event in Toronto, highlighting Thailand’s wellness tourism. This event will introduce guests to Thailand’s holistic travel experiences and demonstrate the collection’s versatility.
