Thai character IP is emerging as a significant driver of the creative economy and soft power. Vithitakgroup's executive explains Thailand's competitive advantages—unique Thai humor, approachability, and fan-community engagement—while identifying four major challenges: weak ecosystem maturity, fragmented industry support infrastructure (especially for micro-creators), technical limitations in commercial product adaptation, and highly fragmented consumer preferences. The article provides actionable insights for SMEs and creators seeking to scale Thai IP globally.