As a media executive in Bangkok, Jajaa often needs to send little gifts to her employees, showing gratitude for hard work and going the extra mile. However, getting the balance right was a constant worry — too little, and she could look uncaring, too much and other employees might feel jealous or awkward.
Which is why she was so pleased when LINE launched LINE GIFT. With LINE GIFT, a curated selection of popular gifts from well-known brands was suddenly available from right inside the LINE app.
"I love how easy it is to send a quick gift right inside the chat," she said. "It feels more personal than just saying thanks."
Which is why she was so pleased when LINE launched LINE GIFT. With LINE GIFT, a curated selection of popular gifts from well-known brands was suddenly available from right inside the LINE app.
"I love how easy it is to send a quick gift right inside the chat," she said. "It feels more personal than just saying thanks."
Jajaa, a Bangkok-based executive, said LINE GIFT is her go-to method for sending thanks to her employees
The Culture of Giving in Thailand
With Thailand’s e-gifting market expected to grow to US$1.4 billion by 2029, these “quick gifts” are adding up to big business.
One reason for the popularity of e-gifting is because in Thailand, gift-giving is deeply embedded in the culture, a common way of showing gratitude, respect, and fostering positive social relationships between people. Popular presents include fruits, flowers, and chocolates, given to strengthen relationships on special occasions such as birthdays, weddings, New Year celebrations, and holidays.
But traditional, real-world gift-giving has its drawbacks. Practical barriers—such as not knowing someone’s address or feeling awkward about asking—often get in the way of giving gifts, making the attempt feel inconvenient or even too formal, especially in spontaneous moments. Which is where LINE GIFT can help, offering an easy-to-use digital alternative.
With Thailand’s e-gifting market expected to grow to US$1.4 billion by 2029, these “quick gifts” are adding up to big business.
One reason for the popularity of e-gifting is because in Thailand, gift-giving is deeply embedded in the culture, a common way of showing gratitude, respect, and fostering positive social relationships between people. Popular presents include fruits, flowers, and chocolates, given to strengthen relationships on special occasions such as birthdays, weddings, New Year celebrations, and holidays.
But traditional, real-world gift-giving has its drawbacks. Practical barriers—such as not knowing someone’s address or feeling awkward about asking—often get in the way of giving gifts, making the attempt feel inconvenient or even too formal, especially in spontaneous moments. Which is where LINE GIFT can help, offering an easy-to-use digital alternative.
Gift-giving is deeply embedded in Thai culture, which has helped spur the popularity of LINE GIFT
“Thai people are generous by nature — we love to give, even in small moments,” said Jirat Watanakarin, head of the E-Commerce office at LINE Thailand. “With LINE GIFT, we wanted to remove both the emotional and practical barriers of gifting. Whether it’s not knowing someone’s address or simply wanting to say thank you with more heart, LINE GIFT helps make every feeling clearer and more meaningful.”
LINE Thailand Connects the Thai People
LINE Thailand connects Thai people through digital services that make everyday life easier and more fun. With over 56 million users in Thailand, LINE offers more than just messaging — including news, entertainment, shopping, payments, and tools for businesses. As a platform that's part of daily life for so many Thais, LINE continues to grow as a space that supports users, creators, and businesses alike.
The brand positioning concept of LINE GIFT is “Feelings, Clearer than Ever,” showing how it aims to become more than just a service — it is a lifestyle solution that makes conversations filled with emotions, transforming a chatroom into a more meaningful place filled with true communication not just words.
LINE Thailand Connects the Thai People
LINE Thailand connects Thai people through digital services that make everyday life easier and more fun. With over 56 million users in Thailand, LINE offers more than just messaging — including news, entertainment, shopping, payments, and tools for businesses. As a platform that's part of daily life for so many Thais, LINE continues to grow as a space that supports users, creators, and businesses alike.
The brand positioning concept of LINE GIFT is “Feelings, Clearer than Ever,” showing how it aims to become more than just a service — it is a lifestyle solution that makes conversations filled with emotions, transforming a chatroom into a more meaningful place filled with true communication not just words.
LINE GIFT campaign video
To meet these needs, LINE GIFT offers a curated selection of popular gifts from well-known brands, covering everything from food and beverage brands to lifestyle brands, including Starbucks, Central Department Store, Robinson, TOPS, The Mall Group, Dairy Queen, Swensen's, Burger King, Bonchon, After You, Loft, Let's Relax, LINE MAN, and many more.
“In a country where LINE plays a key role in daily communication, we believe LINE GIFT will elevate the way people express themselves,” said LINE Thailand’s Watanakarin, “It can encourage users to share their feelings more naturally through gifting and transforming ordinary chats into meaningful moments.”
“In a country where LINE plays a key role in daily communication, we believe LINE GIFT will elevate the way people express themselves,” said LINE Thailand’s Watanakarin, “It can encourage users to share their feelings more naturally through gifting and transforming ordinary chats into meaningful moments.”
How to Use LINE GIFT
Users can easily find LINE GIFT within the LINE Messenger. It allows users to give their friends on LINE a pleasant experience by easily sending e-vouchers, products, and services from leading brands directly through chat.
With LINE GIFT, giving is effortless—even without knowing the recipient’s address. Recipients can personalize their gifts by selecting product colors and sizes that suit their preferences, or by creating a convenient wishlist.
The service also includes a scheduling feature, ensuring that vouchers arrive right on time for special occasions. Together, these features make gift-giving simpler, more thoughtful, and seamlessly integrated into everyday LINE chats.
“Now I can say ‘Happy Birthday’ with a real treat — in just a few taps!”said Natjala, a business owner from Bangkok.
And with over 2 million users signed up to the LINE GIFT Official Account, it looks like the service is quickly gaining quite a following.
Favorite Choices for LINE GIFT
Since the launch of LINE GIFT, Thai users have already sent more than 12,000 sweet treats and beverages to their friends, families and co-workers. The top 3 gifts that users sent over are:
1. STARBUCKS eGift 200.
2. Happy Birthday Sundae from Swensen's
3. Sushiro Cash Voucher
Starbucks, Swensen’s (an international chain of ice cream parlors), and Sushiro are among the favorite brands for young Thai professionals. Starbucks and Swensen’s, in particular, are widely accessible with branches across the country, making it very convenient for recipients of LINE GIFT to redeem their rewards.
“When a colleague saves the day in a tough moment, I can now say thank you in a more heartfelt way — with a thoughtful gift like a shoulder massage voucher or a giant scoop of ice cream. It feels more personal, and honestly, it puts a smile on both sides,” said Yoo, a marketing manager from Bangkok.