Warner Music Japan and Tourism Authority of Thailand Collaborate to Showcase Thailand's Charm to the World Through Music

Yuki Chiba 'Ma ii ya' jacket photo

Warner Music Japan Inc. (Minato-ku, Tokyo | Representative Director and CEO Takeshi Okada) is pleased to announce a collaboration with the Tourism Authority of Thailand (Petchaburi Road, Thailand | Nithee Seeprae, Deputy Governor for Market and Communications) for their 'Amazing Thailand' tourism promotion campaign. This partnership aims to globally disseminate the charm of Thailand through music-related content.

As part of this initiative, Yuki Chiba has been selected as the first Japanese artist to be the face of a global campaign, and his latest single 'Ma ii ya' will be used as the theme song. The Tourism Authority of Thailand resonated with Yuki Chiba's unique artistic expression and his stance of communicating real Japanese culture to the world, leading to this appointment.

Background of the Collaboration: New Possibilities for Music x Tourism

The effectiveness of promotions combining music and tourism has garnered global attention in recent years. This initiative distinguishes itself from traditional travel promotions by centering the 'Ma ii ya' music video (MV) as the main storytelling axis. It aims to maximize the artist's unique perspective, creative expression, and influence to convey the multifaceted charm of Thailand to the world.

About the Music Video: Capturing the Thai Atmosphere and the 'Strength of Looseness'

The 'Ma ii ya' music video, 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 embraces rather than resists, despite appearing relaxed — by intertwining it with Thailand's unique receptiveness and tolerance. The video carefully portrays the atmosphere flowing through the region and the daily lives of local people. Unexpected coincidences during filming were deliberately incorporated into the footage, depicting Yuki Chiba gracefully accepting situations with a 'Ma ii ya' attitude and enjoying the moment in a documentary-like style.

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

"I am delighted to be able to emotionally deliver the atmosphere and multifaceted charm of Thailand, which I feel every time I visit, to the world through Yuki Chiba's music and music video. I am confident that Chiba's music has the power to stir emotions and create empathy across language barriers. Please look forward to Chiba's further challenges as he leaps onto the global stage with Warner Music Japan."

'Ma ii ya' 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 the primary duties of disseminating tourism information domestically and internationally, developing tourism content, and supporting organizations and agencies involved in the tourism industry. Since the opening of its first office in Chiang Mai in 1968, TAT now operates 45 domestic offices and 29 overseas offices (as of July 2024).

The 'Amazing Thailand' tagline was introduced by the Tourism Authority of Thailand in 1998. This tagline was created to express Thailand's charm, 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 technologies 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. Warner Chappell Music, its music publishing division, is home to the 'Great American Songbook'.