As the first Japanese act featured in the global “Amazing Thailand” campaign, Yuki Chiba showcases the country’s multifaceted appeal and its genuine, unfiltered energy through a new music video filmed in Bangkok
Tokyo, May 7, 2026 – Yuki Chiba has become the first Japanese artist to front a global campaign to encourage visitors to Thailand. The star was chosen to soundtrack the “Amazing Thailand” initiative because of his unique artistic expression and his commitment to showcasing raw, lived culture with the world. The move is testament to the growing global influence of Japanese music.
Departing from high-gloss, conventional travel campaigns, this initiative leverages the music video (MV) for Chiba’s latest single, “Mahiiya”, as its primary medium. This signals a shift toward “vibe-based” travel marketing that targets Gen Z and Millennial explorers from around the world who are seeking unfiltered and authentic, raw cultural experiences.
The move is the result of a strategic collaboration between Warner Music Japan and the Tourism Authority of Thailand (TAT). This partnership aims to promote Thailand’s diverse attractions to a global audience through the power of high-quality, music-related content.
The Music Video: Capturing Thailand’s Raw Vibe and the “Strength of Ease”
Directed by the internationally acclaimed Taichi Kimura, the music video for “Mahiiya” was filmed in Bangkok in April 2025. Kimura focused on a concept he calls “the strength of a relaxed mind” – the idea of possessing a resilient core while maintaining a lighthearted, “it’ll work out” attitude.
Rather than resisting the chaos, the video captures the spirit of embracing the moment with nonchalance. It portrays Yuki Chiba navigating unexpected occurrences on set with a breezy “Mahiiya” (It’s okay) spirit, deeply resonating with Thailand’s unique sense of acceptance and optimistic grit.
Takeshi Okada, President & CEO of Warner Music Japan, comments: “We are thrilled to bring the local energy and multi-faceted soul of Thailand to the world through Yuki Chiba’s music and this video – something I personally feel every time I visit the country. Yuki’s artistry possesses a rare power to transcend language barriers and move people emotionally, creating genuine connection and resonance across cultures. We will continue to support him as he takes this next leap onto the global stage, proving that authentic expression is the ultimate universal language.”
Watch the official music video for “Mahiiya” here
