BANGKOK, Thailand – The Thai government is encouraging businesses to develop unique perfumes using native fragrant plants, aiming to position Thailand as a key supplier in the global fragrance industry.
Deputy Government Spokesperson Anukool Pruksanusak cited data from the Office of Trade Policy and Strategy at the Ministry of Commerce, highlighting Thailand’s rich biodiversity of aromatic plants. Many of these botanicals are highly valued in perfumery. Notable examples include ylang-ylang, known for its sensual appeal, which is known for its deep and long-lasting aroma.
With abundant natural resources, the government sees strong potential for Thailand’s perfume industry to create distinctive scents and compete in the global market. Businesses are encouraged to build brands with a strong Thai identity and use locally sourced botanical ingredients as their unique selling point. Sustainable cultivation of fragrant plants is also emphasized to ensure a steady supply of high-quality raw materials.
To meet international standards, extraction processes must comply with ISO 9235, which certifies natural fragrance ingredient quality, and the International Fragrance Association (IFRA) guidelines for consumer safety. The government is also urging collaborations with renowned perfumers and global fragrance companies to expand international market access.
Marketing strategies are key to industry growth. The government recommends leveraging digital platforms, e-commerce, and interactive perfume workshops to increase consumer awareness and boost sales.
Anukool also noted that Thai botanical-based perfumes serve as cultural ambassadors, promoting Thailand’s identity on the global stage. The international fragrance market, valued at 67.03 billion US dollars in 2024, is projected to grow at an annual rate of 4.25%, reaching 79.16 billion dollars by 2028, according to Euromonitor. In Thailand, the domestic perfume market is worth 391 million dollars in 2024 and is expected to grow at 5.86% annually, reaching 491 million dollars by 2028.
