What’s more, Apple seems to be in some hot water in Thailand! The Tourism Committee is preparing itself to make some stern discussions with Apple the following week after the release of an advertisement that turned out to not win any popularity contests here.

Of all Apple’s “Underdogs” series ads, this one has perhaps got the most backlash on social media. Why? Well, this ad shows a rather unflattering image of Thailand’s infrastructure and safety standards. Many feel that is going to hurt Thailand’s image a lot, mainly in terms of tourism—such a big part of our economy.

Sastra Sripan, Songkhla MP and committee spokesperson, didn’t mince his words. He said it made Thailand appear outdated and dangerous—the opposite of what we want to happen, especially when the government tries by all means to promote our country through Soft Power schemes.

So, what’s the plan? The committee invites big players like from the Ministry of Tourism and Sports, Tourism Authority of Thailand, and an Apple Thailand managing director. They sit down at a table and hash something out to happen, work out how to handle the situation. There’s even talk that if things aren’t smoothed over, some people may start calling for a boycott of Apple products. Yikes!

The aim here would be to clear the air and ensure that Thailand is being represented in a light promoting our tourism industry. The committee wants to hear from Apple and perhaps come out with a solution that supports the efforts of the Thai people in welcoming this country as the number one tourist destination spot.

This will also be a good opportunity to discuss how to avoid situations like these in the future and ensure Thailand gets the positive spotlight in international media that it deserves. Stay tuned for how all of this plays out!