Thai music instrument retailers are capturing a viral consumer shift driven by 'Nene Royal' (Nene Royale) appearing on America's Got Talent. The phenomenon has sparked demand for entry-level guitars (�฿2,000–3,000) and repair/setup services as budget-conscious consumers revive old instruments. Mugen Guitar Shop reports 100 orders/day across platforms, with Shopee as primary channel (80% online revenue) and shifting content strategy to short-form, authentic videos over polished production. Value-brand strategies (e.g., Kasuki guitars) are replacing premium brands, reflecting adaptation to reduced purchasing power.