VisualGPS Creative Trends Culture Celebrating Same-Sex Marriage in Thailand

After a long fight and a lot of waiting, Thailand announced the official legalisation of same‑sex marriage on January 23, 2025.
"Hundreds of couples across Thailand received marriage certificates on Thursday, breaking into smiles or tearing up over the moment they had dreamed of for so long", according to the BBC.¹
 
Globally, approximately 9% of adults identify as LGBTQIA+ ² and in Thailand this figure rises to around 10%.³ Through Getty Images' VisualGPS research, we know that a significant 70% of people in the Asia‑Pacific region believe that individuals should be free to express their identities without fear of judgment. However, LGBTQIA+ representation in visual media remains alarmingly low, with less than 5% of popular visuals featuring LGBTQIA+ individuals and even fewer representing transgender and non‑binary people (patterns seen from most downloaded visuals across Getty Images and iStock). This gap highlights the need for more inclusive and diverse imagery in marketing and communications.

When I visited Thailand last year for an event, I met up with Staticnak1983 (who was a lead photographer of this project) alongside ATHVisions, Whitebalance.Space and Realisticfilm. Leveraging our VisualGPS data, and after a discussion with them, we collaborated on a shoot around same‑sex marriage. This wedding shoot celebrates a contemporary Thai wedding with a variety of visual aesthetics and camera movements. This wedding also reflects the rise of micro‑weddings (weddings with 50 guests or less), especially as Gen Zs begin to get married.

The most popular style combines traditional Thai weddings with Western attire,⁴ creating a unique fusion that resonates with contemporary couples. For our shoot, we chose a picturesque café frequently used as a wedding venue, surrounded by lush gardens and vibrant colours.
Staticnak1983 skilfully captured the beauty of Thai traditional ceremonies, including the water‑pouring ritual known as "Rod Nam Sang", along with traditional Thai attire. Additionally, influenced by recent trends from South Korea, we incorporated a photo booth that has gained popularity among younger generations, allowing guests to create lasting memories through photography.

The casting was also very important—we made sure the couple featured in this shoot identifies as LGBTQIA+,  with both being lesbians, one of whom identifies as non‑binary and intersex. Our guest list was thoughtfully curated to reflect a diverse mix of friends and family. Most of the guests are friends resulting in authentic emotions throughout the ceremony. A poignant moment captured on video shows the bride hugging her mother who was moved to tears, this was not in the script but naturally came out as they were feeling true emotions of this ceremony.

Staticnak1983 mentioned after the shoot, "When we looked at this scene, we realised we are not just making stock content, but something that really matters, showing an equal love in any forms".

Staticnak1983 and other creators portrayed the entire wedding experience—from the proposal and greetings to the traditional ceremony, wedding celebration and after‑party. This comprehensive storytelling approach elevates the quality of our content, making it uniquely valuable for marketers seeking to engage with LGBTQIA+ audiences. Incorporating authentic, diverse representations of love not only resonates with consumers but also aligns with the growing demand for inclusivity in marketing communications. As brands look to connect with their audiences, embracing these narratives will be crucial in building genuine relationships and driving engagement.

Sources
[1] BBC
[2] Ipsos
[3] Statista
[4] The Wedding Bliss Thailand