East Asian Men pp 143-161 | Cite as

“Branding Men”: Exploring Men, Masculinity and Thai Alcohol Brands in East Asian Global Markets

  • Jhitsayarat Siripai
  • Chris Haywood


This chapter explores the use of representations of masculinity within Thai alcohol advertising as the basis for expanding the global reach of brands across East Asia. In short, multi-national companies are embarking on the subjectification of East Asian markets through particular (heterosexual) masculine codes. Interestingly, these codes are strongly indebted to Thai heritage and include themes such as Thai nationalism, monarchism and Buddhism. Importantly, these elements that are designed to appeal to Thai men are becoming the basis of the brand appeal to men across East Asia. The chapter argues that simply focusing on the local dynamics of consumerism as a means to make masculinities is limited. Rather, it is important that in order to understand the potential development of East Asian masculinities, an awareness and understanding of global branding is required.


Corporate Social Responsibility Advertising Campaign Brand Personality Consumer Culture Alcohol Advertising 
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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Jhitsayarat Siripai
    • 1
  • Chris Haywood
    • 1
  1. 1.Newcastle UniversityNewcastle upon TyneUK

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