Warner Music Japan and Tourism Authority of Thailand Collaborate to Promote Thailand's Charms to the World Through Music

Yuki Chiba "Ma Iiya" Jacket Photo

Warner Music Japan Inc. (Minato-ku, Tokyo | Representative Director and CEO Takeshi Okada) is pleased to announce that it will collaborate with the Tourism Authority of Thailand (Petchaburi Road, Thailand | Nithee Seeprae, Deputy Governor for Market and Communications) on its "Amazing Thailand" tourism promotion campaign to disseminate the charms of Thailand to the world through music-related content.

As part of this initiative, Yuki Chiba has been selected as the first Japanese artist to serve as the face of the global campaign, and his latest single "Ma Iiya" will be used as the theme song. The Tourism Authority of Thailand decided on this appointment, empathizing with Yuki Chiba's unique artistic expression and his stance on sharing his country's authentic culture with the world.

Background of the Collaboration: New Possibilities for Music x Tourism

In recent years, the effectiveness of promotions combining music and tourism has garnered global attention. This initiative distinguishes itself from conventional travel promotions by centering the storytelling around the music video (MV) for "Ma Iiya," maximizing the artist's unique perspective, creative expression, and influence to convey the multifaceted charms of Thailand to the world.

About the Music Video: Capturing Thailand's Atmosphere and the "Strength of Looseness"

The music video for "Ma Iiya," directed by the internationally acclaimed Taichi Kimura, was filmed in Bangkok, Thailand, in April 2025. The director interpreted the song's "strength of looseness"—a core strength that exists despite appearing relaxed, embracing rather than resisting—and overlaid it with Thailand's unique receptiveness and tolerance. The MV meticulously portrays the atmosphere of the region and the daily lives of its people. By intentionally incorporating unexpected coincidences during filming, the video documents Yuki Chiba's lighthearted acceptance and enjoyment of the moment, embodying the spirit of "Ma Iiya."

Comment from Takeshi Okada, Representative Director and CEO of Warner Music Japan

"I am delighted that we can emotionally convey the atmosphere and multifaceted charms of Thailand, which I personally feel every time I visit, to the world through Yuki Chiba's music and music video. I am confident that Chiba-san's music has the power to move emotions and create empathy across language barriers. Please look forward to Chiba-san's further challenges as he takes flight onto the global stage with Warner Music Japan."

"Ma Iiya" Official Music Video

https://youtu.be/i42bVX8jgZ8

About the Tourism Authority of Thailand

The Tourism Authority of Thailand (TAT) was established on March 18, 1960, with its primary duties being to disseminate tourism information domestically and internationally, develop tourism content, and support organizations and entities involved in the tourism industry. Since the opening of its first office in Chiang Mai in 1968, it currently has 45 domestic offices and 29 overseas offices (as of July 2024).

The catchphrase "Amazing Thailand" was introduced by the Tourism Authority of Thailand in 1998. This catchphrase was created to express the charms of Thailand, including its beauty, culture, and the warmth of its people. Since then, "Amazing Thailand" has become a symbol of Thailand's tourism campaigns and is widely recognized internationally.

About Warner Music Group

Warner Music Group (WMG) brings together artists, songwriters, entrepreneurs, and technology that drive global entertainment culture. Its recorded music division includes renowned labels such as 10K Projects, 300 Entertainment, Asylum, Atlantic, Big Beat, EastWest, Elektra, Erato, First Night, Fueled By Ramen, Nonesuch, Parlophone, Reprise, Rhino, Roadrunner, Sire, Spinnin', Warner Records, Warner Classics, and Warner Records Nashville. Its music publishing division, Warner Chappell Music, encompasses the "Great American Songbook."