Divana leverages Fandom Marketing to target Chinese BL fans, launching ‘Zee Nunew’ as its first Brand Muse duo.

Divana leverages Fandom Marketing to directly target Chinese BL moms—fans passionately following Thai BL series with strong purchasing power—hoping to attract Chinese tourists back to Thailand. Recently, the hottest on-screen couple “C–New” was appointed as the first Brand Muse with the campaign The Power of Sunrise, designed to resonate deeply with the fandom.

Mr. Patthanapong Ranurak, CEO and founder of Divana Global, a leader in internationally recognized luxury spa services, along with premium Thai eco-friendly perfumes and aroma products under the Divana brand, revealed that despite the forecasted 7.5 million Chinese tourists in 2025—lower than the 11.1 million in 2019 before COVID-19—the challenge of attracting them back to Thailand remains due to factors like China’s economic slowdown, increased tourism competition, and travel safety concerns.

Divana leverages Fandom Marketing targeting Chinese BL fans, launching 'C-New' as first Brand Muse

Recently, Divana appointed the hottest on-screen couple “C–New” as its first Brand Muse, transforming marketing into a “Fandom Marketing” strategy. This targets Chinese BL moms—fans of Chinese and Thai male actors with high purchasing power willing to travel abroad to follow their favorite stars and filming locations. Divana goes beyond traditional celebrity promotions by deeply engaging the fandom, collaborating on special events, and co-designing exclusive products with the Chinese fandom, including unique perfume oils and aroma products that reflect fans’ preferences, creating genuine, heartfelt experiences. Meanwhile, Divana fully enters the Chinese market through e-commerce platforms and expands communication via WeChat, Xiaohongshu (RED), partnerships with Chinese travel influencers, and fan meetings with artists.

Regarding branch expansion plans in the second half of 2025, Divana will open two new branches in central Bangkok: divana Luxe @CentralWorld, a new fan landmark with series-themed photo zones, artist-inspired fragrances, and cozy fan meet areas; and divana Aromatique @Central Dusit, targeting Chinese tourists and wellness lovers, combining scent science with natural energy. The company’s main customer base consists of 80% foreigners from Asia, Europe, and the Middle East, and 20% Thai customers. For 2025, Divana aims to double revenue to 600 million THB from 300 million THB in 2024, driven by branch expansion and sustainable cost management. Over the next three years, Divana plans to reduce plastic use, increase sustainable materials in products, and replace disposable packaging with cloth bags.

Mr. Thanes Jirasawadilk, CMO and co-founder of Divana, added, “C–New” symbolizes the wave of Thai Y-Series culture beloved by Chinese fans. Appointing them as Divana’s Muse marks the start of creating deep, sustainable experiences that transform fans into full-fledged Thai tourists. The launch included the Muse “C–New” alongside the campaign The Power of Sunrise, introducing the Sunrise Perfume Oil—one of Divana’s eight Phenomenon scents—launched simultaneously in Thailand and China. Inspired by the warm chemistry of the C–New duo, the signature Sunrise fragrance embodies brightness and the power of new beginnings, produced as a limited collection for fans and collectors, responding to the Chinese fandom’s enthusiasm. Divana aims to become a new tourism driver, creating a post-COVID-19 business model unlike anything in textbooks.

Divana’s main business segments:

Luxury Spa: Currently 7 branches under divana Scentuara Spa, divana Divine Spa, divana Virtue Spa, divana Nurture Spa, Dii Wellness Med Spa (Bangkok), divana Lana Spa (Chiang Mai), and divana Anda Spa (Laguna Phuket).
Perfumes & Aroma Products: Under the “Divana” brand, available at 17+ locations, including flagship stores (Emsphere), concept stores (Central World, Icon Siam, King Power), and department stores (Paragon, Emporium, Central). Products include over 200 SKUs such as Perfume Oil, Scented Candle, Room Diffuser, Body Oil, Essential Oil, Hand Cream, and Massage Oil, consistently ranking top sales in the market.

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