Vol. 3 No. 2 (2022): July-December

In the last month of 2022, China announced the earlier-than-expected end to COVID curbs. During the days of stringent Zero COVID Policy and frequent lockdown, some China watchers ponder the possibilities of the country reverting to the pre-reform era. Waroonporn Suwanthanin from PIM offers a historical perspective on “Closed-Door Policy of the Qing Dynasty”. It reviews how the policy was initiated and implemented, its political and economic impacts, and the lessons for China today.

COVID-19 may also trigger the transformation of organizations with the novel mode of life and work. Kyoko Kato from Shibaura Institute of Technology (SIT) in Japan studies the “Impact of Work-From-Home (WFH) under COVID-19 and the Changes in Work-Life- Balance (WLB) Attitude”, based on in-depth interviews with a group of Japanese male workers.

The pandemic may also create new opportunities for entertainment industries. Danai Tanmee and his team from Srinakharinwirot Univesity and Chiangmai University venture into the “Video Streaming in Thailand”. They scrutinize the activities of Generation Z during the pandemic and get insights on their brand awareness, perceived quality, perceived price fairness, and subscription intention.

The APEC Summit 2022 also brought the international limelight on the Bio-Circular-Green Economic Model (BCG) of Thailand. Kritsana Lakkhongkha from Sripatum University delivers a timely report on “Green Marketing in ASEAN”. It discusses the economic, political, legal, technological, and environmental context for green marketing in ASEAN, and suggests the concepts of eco-marketing and green products.

Economic integration and cross-cultural exchange in ASEAN plus countries may also impact the marketing mix for consumer products. Pithoon Thanabordeekij et al. from Chiang Mai University find the role of “Korean Wave” on Korean Food Consumption in Thailand, while Chetana Chey and Sunida Piriyapada from PIM discover the “Influence of Celebrity Endorsement” on purchase intention of smartwatches in Phnom Penh Cambodia, given the suitable celebrity credibility, celebrity attractiveness, and product match-up.

Prof. Dr. Tang Zhimin

Editor-in-chief