The Tourism Authority of Thailand (TAT) is partnering with Warner Music Japan to use the music video for Japanese rapper Yuki Chiba’s new song “Mahiiya” to promote tourism in Thailand.
“Mahiiya” is a collaborative track with producer Murda Beatz that portrays an easygoing attitude of letting everyday matters slide. The feeling expressed by the title “Mahiiya,” which roughly means “well, whatever” in Japanese, resonates with the Thai phrase “mai pen rai” (don’t worry / it’s okay), embodying both the laid-back nature of the Thai people and the spirit of travel in Thailand.
The music video was filmed in non-touristy local areas of Bangkok, including Sai Tai Mai Market, the Khlong Ratchamontri canal-side community in Bang Khae District, which has a history of over 100 years, and Wat Ratcha Orasaram. By showcasing everyday scenes of Bangkok that differ from the usual tourist spots, the video aims to encourage travelers to discover new experiences such as local neighborhood walks, markets, and temples.
The music video will be distributed on the official YouTube, Instagram, and TikTok channels of Yuki Chiba and Warner Music Japan, with an expected reach of around 15 million impressions. Yuki Chiba is a rapper gaining international attention; his released track “Annyeonghaseyo” has been played over 40 million times on TikTok and streamed about 100,000 times per day. TAT expects that this collaboration will also help raise awareness of tourism in Thailand.
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