{"id":1346,"date":"2025-05-16T11:34:07","date_gmt":"2025-05-16T02:34:07","guid":{"rendered":"https:\/\/hansemvietnam.com\/?p=1346"},"modified":"2025-12-05T13:26:39","modified_gmt":"2025-12-05T04:26:39","slug":"localizing-advertising-campaigns-in-thailandwhat-global-brands-need-to-know-in-2025","status":"publish","type":"post","link":"https:\/\/hansemvietnam.com\/vi\/blog\/localizing-advertising-campaigns-in-thailandwhat-global-brands-need-to-know-in-2025\/","title":{"rendered":"\u201cCH\u1ea0M\u201d \u0110\u00daNG V\u0102N H\u00d3A, TH\u1eaeNG L\u1edaN T\u1ea0I TH\u00c1I LAN: B\u00cd QUY\u1ebeT B\u1ea2N \u0110\u1ecaA H\u00d3A QU\u1ea2NG C\u00c1O 2025"},"content":{"rendered":"<div class=\"para_first\">\n    <div class=\"blog_scription_wrap\">\n    <p>N\u0103m 2025, n\u1ec1n kinh t\u1ebf s\u1ed1 c\u1ee7a Th\u00e1i Lan b\u00f9ng n\u1ed5 m\u1ea1nh m\u1ebd. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u nh\u1eafm \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng \u0110\u00f4ng Nam \u00c1 \u0111\u1ea7y ti\u1ec1m n\u0103ng n\u00e0y kh\u00f4ng th\u1ec3 ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c d\u1ecbch ng\u00f4n ng\u1eef - m\u00e0 c\u00f2n c\u1ea7n ph\u1ea3i l\u00e0m ch\u1ee7 ngh\u1ec7 thu\u1eadt b\u1ea3n \u0111\u1ecba h\u00f3a. \u0110i\u1ec1u \u0111\u00f3 \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c h\u1ecd ph\u1ea3i li\u00ean t\u1ee5c \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o sao cho ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a, th\u00f3i quen mua s\u1eafm v\u00e0 c\u00e1ch ng\u01b0\u1eddi Th\u00e1i giao ti\u1ebfp h\u00e0ng ng\u00e0y.<\/p>\n    <div class=\"blog_scription\">\n            <p class=\"scripted\">\n                Scripted by<br>\n                <span class=\"corporate\">Nuttharhinie Singhakaew<\/span>\n            <\/p>\n            <figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/hansemvietnam.com\/wp-content\/themes\/hansemv\/img\/common\/profile_hs_vietnam.png\" alt=\"\" class=\"wp-image-743\"><\/figure>\n        <\/div>\n    <\/div>\n<\/div>\n<div class=\"blog_view_box\">\n    <figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/banner_250516.png\" alt=\"LOCALIZING ADVERTISING CAMPAIGNS IN THAILAND: WHAT GLOBAL BRANDS NEED TO KNOW IN 2025\" class=\"wp-image-743\"><\/figure>\n<\/div>\n\n\n\n<p>T\u1eeb nh\u1eefng gi\u00e1 tr\u1ecb truy\u1ec1n th\u1ed1ng, tinh th\u1ea7n c\u1ed9ng \u0111\u1ed3ng cho \u0111\u1ebfn m\u1ea1ng x\u00e3 h\u1ed9i th\u1ecbnh h\u00e0nh v\u00e0 c\u00e1c d\u1ecbp l\u1ec5 t\u00f4n gi\u00e1o \u0111\u1eb7c tr\u01b0ng, th\u1ecb tr\u01b0\u1eddng qu\u1ea3ng c\u00e1o Th\u00e1i Lan l\u00e0 m\u1ed9t b\u1ee9c tranh phong ph\u00fa v\u00e0 kh\u00f4ng \u00edt th\u00e1ch th\u1ee9c. Trong b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang ta s\u1ebd c\u00f9ng t\u00ecm hi\u1ec3u nh\u1eefng kh\u00f3 kh\u0103n th\u01b0\u1eddng g\u1eb7p trong qu\u00e1 tr\u00ecnh b\u1ea3n \u0111\u1ecba h\u00f3a, \u0111i k\u00e8m v\u1edbi nh\u1eefng v\u00ed d\u1ee5 th\u1ef1c ti\u1ec5n \u2013 gi\u00fap c\u00e1c chi\u1ebfn d\u1ecbch v\u1eeba \u201cg\u1ea7n g\u0169i\u201d v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u00e1i, v\u1eeba tr\u00e1nh \u0111\u01b0\u1ee3c nh\u1eefng va v\u1ea5p v\u0103n h\u00f3a g\u00e2y t\u1ed1n k\u00e9m.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u1ea7m quan tr\u1ecdng c\u1ee7a b\u1ea3n \u0111\u1ecba h\u00f3a t\u1ea1i Th\u00e1i Lan<\/h3>\n\n\n\n<p>Th\u00e1i Lan \u0111\u01b0\u1ee3c xem nh\u01b0 l\u00e0 m\u1ed9t trong nh\u1eefng th\u1ecb tr\u01b0\u1eddng marketing s\u00f4i \u0111\u1ed9ng nh\u1ea5t khu v\u1ef1c \u0110\u00f4ng Nam \u00c1 \u2013 v\u00e0 \u0111i\u1ec1u \u0111\u00f3 ho\u00e0n to\u00e0n c\u00f3 c\u01a1 s\u1edf. Qu\u1ed1c gia n\u00e0y s\u1edf h\u1eefu n\u1ec1n kinh t\u1ebf s\u1ed1 t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng nh\u1edd \u0111\u1ed5i m\u1edbi c\u00f4ng ngh\u1ec7 kh\u00f4ng ng\u1eebng, c\u1ed9ng v\u1edbi m\u1ed9t x\u00e3 h\u1ed9i \u0111a v\u0103n h\u00f3a, c\u00f3 tinh th\u1ea7n g\u1eafn k\u1ebft m\u1ea1nh m\u1ebd. H\u1ecd kh\u00f4ng ch\u1ec9 theo k\u1ecbp xu h\u01b0\u1edbng to\u00e0n c\u1ea7u m\u00e0 c\u00f2n g\u00f3p ph\u1ea7n t\u1ea1o ra xu h\u01b0\u1edbng m\u1edbi.<\/p>\n\n\n\n<p class=\"translation-block\">Tuy nhi\u00ean, vi\u1ec7c b\u01b0\u1edbc v\u00e0o th\u1ecb tr\u01b0\u1eddng Th\u00e1i Lan kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 d\u1ecbch l\u1ea1i n\u1ed9i dung chi\u1ebfn d\u1ecbch, r\u1ed3i hy v\u1ecdng n\u00f3 s\u1ebd t\u1ef1 \u0111\u1ed9ng t\u1ea1o ti\u1ebfng vang. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u00e1i r\u1ea5t tinh \u00fd, c\u00f3 \u00fd th\u1ee9c x\u00e3 h\u1ed9i cao v\u00e0 g\u1eafn b\u00f3 s\u00e2u s\u1eafc v\u1edbi b\u1ea3n s\u1eafc d\u00e2n t\u1ed9c. H\u1ecd mong mu\u1ed1n th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \"n\u00f3i\" \u0111\u00fang ng\u00f4n ng\u1eef c\u1ee7a h\u1ecd \u2013 kh\u00f4ng ch\u1ec9 b\u1eb1ng t\u1eeb ng\u1eef, m\u00e0 c\u00f2n th\u00f4ng qua c\u1ea3m x\u00fac v\u00e0 v\u0103n h\u00f3a.<\/p>\n\n\n\n<p><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\">\u0110\u00e2y ch\u00ednh l\u00e0 l\u00fac b\u1ea3n \u0111\u1ecba h\u00f3a t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t.<\/mark><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nh\u1eefng th\u00e1ch th\u1ee9c c\u1ee7a vi\u1ec7c b\u1ea3n \u0111\u1ecba h\u00f3a chi\u1ebfn d\u1ecbch t\u1ea1i Th\u00e1i Lan<\/h3>\n\n\n\n<p>Th\u00e1i Lan kh\u00f4ng ch\u1ec9 m\u1edf ra v\u00f4 v\u00e0n c\u01a1 h\u1ed9i cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u m\u00e0 c\u00f2n \u0111\u1eb7t ra nh\u1eefng th\u00e1ch th\u1ee9c kh\u00f4ng nh\u1ecf. \u0110\u00e2y l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng r\u1ea5t nh\u1ea1y c\u1ea3m, n\u01a1i m\u00e0 ch\u1ec9 m\u1ed9t sai l\u1ea7m nh\u1ecf c\u0169ng c\u00f3 th\u1ec3 g\u00e2y ra nh\u1eefng h\u1eadu qu\u1ea3 nghi\u00eam tr\u1ecdng. Vi\u1ec7c b\u1ea3n \u0111\u1ecba h\u00f3a hi\u1ec7u qu\u1ea3 kh\u00f4ng h\u1ec1 d\u1ec5 d\u00e0ng, n\u00f3 \u0111\u00f2i h\u1ecfi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i gi\u1ea3i quy\u1ebft c\u00e1c th\u1eed th\u00e1ch nh\u1ea5t c\u1ed1t l\u00f5i:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Nh\u1ea1y c\u1ea3m v\u0103n h\u00f3a<\/strong>: Ng\u01b0\u1eddi d\u00e2n Th\u00e1i \u0111\u1ec1 cao s\u1ef1 k\u00ednh tr\u1ecdng, l\u1ecbch s\u1ef1, v\u00e0 tinh th\u1ea7n \u0111o\u00e0n k\u1ebft x\u00e3 h\u1ed9i. M\u1ed9t kh\u1ea9u hi\u1ec7u d\u1ecbch \u1ea9u ho\u1eb7c m\u1ed9t qu\u1ea3ng c\u00e1o thi\u1ebfu t\u1ebf nh\u1ecb c\u00f3 th\u1ec3 nhanh ch\u00f3ng tr\u1edf th\u00e0nh m\u1ed9t cu\u1ed9c th\u1ea3m h\u1ecda truy\u1ec1n th\u00f4ng. Nh\u1eefng g\u00e3 kh\u1ed5ng l\u1ed3 nh\u01b0 IKEA v\u00e0 Pepsi \u0111\u00e3 t\u1eebng v\u1ea5p ph\u1ea3i l\u00e0n s\u00f3ng ch\u1ec9 tr\u00edch v\u00ec kh\u00f4ng n\u1eafm b\u1eaft v\u0103n h\u00f3a \u0111\u1ecba ph\u01b0\u01a1ng. Gu h\u00e0i h\u01b0\u1edbc, c\u00e1c bi\u1ec3u t\u01b0\u1ee3ng, th\u1eadm ch\u00ed c\u1ea3 m\u00e0u s\u1eafc \u0111\u1ec1u mang nh\u1eefng \u00fd ngh\u0129a v\u0103n h\u00f3a ri\u00eang bi\u1ec7t. Do \u0111\u00f3, c\u00e1c chuy\u00ean gia ng\u00f4n ng\u1eef c\u1ea7n ph\u1ea3i c\u00f3 s\u1ef1 am hi\u1ec3u s\u00e2u s\u1eafc v\u1ec1 v\u0103n h\u00f3a tr\u00e1nh sai s\u00f3t, d\u1eabn \u0111\u1ebfn b\u1ea3n d\u1ecbch b\u1ecb ph\u1ea3n c\u1ea3m ho\u1eb7c kh\u00f3 hi\u1ec3u.<\/li>\n\n\n\n<li><strong>S\u1ef1 \u0111a d\u1ea1ng v\u1ec1 v\u00f9ng mi\u1ec1n &amp; ng\u00f4n ng\u1eef:<\/strong> Tuy l\u00e0 ng\u00f4n ng\u1eef ch\u00ednh th\u1ee9c, nh\u01b0ng ti\u1ebfng Th\u00e1i kh\u00f4ng mang \u00fd ngh\u0129a \u0111\u1ed3ng nh\u1ea5t \u1edf m\u1ecdi n\u01a1i. C\u00e1c ph\u01b0\u01a1ng ng\u1eef, ti\u1ebfng l\u00f3ng v\u00e0 th\u00e0nh ng\u1eef c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u00e1ng k\u1ec3 gi\u1eefa c\u00e1c v\u00f9ng mi\u1ec1n nh\u01b0 mi\u1ec1n B\u1eafc (Chiang Mai), \u0110\u00f4ng B\u1eafc (Isan) v\u00e0 mi\u1ec1n Nam (Phuket), ch\u01b0a k\u1ec3 \u0111\u1ebfn c\u00e1c c\u1ed9ng \u0111\u1ed3ng d\u00e2n t\u1ed9c v\u00e0 nh\u00f3m thi\u1ec3u s\u1ed1. M\u1ed9t b\u1ea3n d\u1ecbch qu\u00e1 s\u00e1t ngh\u0129a c\u00f3 th\u1ec3 \u0111\u00fang v\u1ec1 m\u1eb7t ng\u1eef ph\u00e1p nh\u01b0ng l\u1ea1i thi\u1ebfu t\u1ef1 nhi\u00ean, ho\u1eb7c t\u1ec7 h\u01a1n, g\u00e2y kh\u00f3 ch\u1ecbu cho ng\u01b0\u1eddi d\u00e2n \u1edf nh\u1eefng khu v\u1ef1c kh\u00e1c nhau. V\u00ed d\u1ee5, \"Hea\" \u1edf mi\u1ec1n B\u1eafc d\u00f9ng \u0111\u1ec3 ch\u1ec9 \"n\u01a1i l\u1ed9n x\u1ed9n\", nh\u01b0ng \u1edf mi\u1ec1n Trung l\u1ea1i l\u00e0 t\u00ean g\u1ecdi c\u1ee7a Varanus Salvator. \"Koi\" \u1edf nh\u1eefng khu v\u1ef1c mi\u1ec1n \u0110\u00f4ng mang ngh\u0129a l\u00e0 \"t\u00f4i\" ho\u1eb7c \"b\u1ea3n th\u00e2n t\u00f4i\" nh\u01b0ng \u1edf c\u00e1c v\u00f9ng kh\u00e1c c\u1ee7a Th\u00e1i Lan, n\u00f3 l\u1ea1i c\u00f3 ngh\u0129a l\u00e0 \"t\u1eeb t\u1eeb\" ho\u1eb7c \"ch\u1eadm l\u1ea1i\".<\/li>\n<\/ol>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"216\" src=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_01.png\" alt=\"Pic 1: Thai cultural and language diversity in localization\" class=\"wp-image-1348\" srcset=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_01.png 600w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_01-300x108.png 300w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_01-18x6.png 18w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">H\u00ecnh 1: S\u1ef1 \u0111a d\u1ea1ng v\u1ec1 v\u0103n h\u00f3a v\u00e0 ng\u00f4n ng\u1eef c\u1ee7a ng\u01b0\u1eddi Th\u00e1i khi b\u1ea3n \u0111\u1ecba h\u00f3a<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Th\u00e0nh c\u00f4ng &amp; Sai l\u1ea7m: B\u00e0i h\u1ecdc c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u v\u1ec1 b\u1ea3n \u0111\u1ecba h\u00f3a t\u1ea1i Th\u00e1i Lan<\/h3>\n\n\n\n<p><strong>Khi d\u1ecbch sai ngh\u0129a\u2026 l\u00e0 c\u1ea3 m\u1ed9t v\u1ea5n \u0111\u1ec1 l\u1edbn: C\u00e2u chuy\u1ec7n t\u1eeb IKEA<\/strong><br>S\u1ef1 c\u1ed1 b\u1ea3n \u0111\u1ecba h\u00f3a c\u1ee7a IKEA t\u1ea1i Th\u00e1i Lan th\u01b0\u1eddng \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn \u0111\u1ec3 nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c th\u00edch nghi c\u1ea3 v\u1ec1 ng\u00f4n ng\u1eef l\u1eabn v\u0103n h\u00f3a.<\/p>\n\n\n\n<p>Khi IKEA ra m\u1eaft t\u1ea1i th\u1ecb tr\u01b0\u1eddng Th\u00e1i Lan v\u00e0o n\u0103m 2011, h\u1ecd v\u1eabn s\u1eed d\u1ee5ng h\u1ec7 th\u1ed1ng \u0111\u1eb7t t\u00ean s\u1ea3n ph\u1ea9m to\u00e0n c\u1ea7u c\u1ee7a m\u00ecnh - t\u1ee9c l\u00e0 d\u00f9ng t\u00ean ti\u1ebfng Th\u1ee5y \u0110i\u1ec3n cho t\u1ea5t c\u1ea3 c\u00e1c m\u1eb7t h\u00e0ng. Tuy nhi\u00ean, m\u1ed9t v\u00e0i trong s\u1ed1 c\u00e1c t\u00ean ti\u1ebfng Th\u1ee5y \u0110i\u1ec3n \u0111\u00f3, khi \u0111\u01b0\u1ee3c phi\u00ean \u00e2m ho\u1eb7c \u0111\u1ecdc l\u00ean b\u1eb1ng ti\u1ebfng Th\u00e1i, l\u1ea1i v\u00f4 t\u00ecnh mang ngh\u0129a kh\u00f4ng ph\u00f9 h\u1ee3p v\u00e0 th\u1eadm ch\u00ed l\u00e0 ph\u1ea3n c\u1ea3m.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>&#8220;Redalen&#8221;<\/em> (khung gi\u01b0\u1eddng) khi ph\u00e1t \u00e2m theo ti\u1ebfng Th\u00e1i l\u1ea1i nghe nh\u01b0 m\u1ed9t t\u1eeb khi\u1ebfm nh\u00e3 li\u00ean quan \u0111\u1ebfn nh\u1eefng h\u00e0nh vi t\u00ecnh d\u1ee5c.<\/li>\n\n\n\n<li><em>&#8220;J\u00e4ttebra&#8221;<\/em> (ngh\u0129a l\u00e0 \"tuy\u1ec7t v\u1eddi\" trong ti\u1ebfng Th\u1ee5y \u0110i\u1ec3n) l\u1ea1i gi\u1ed1ng v\u1edbi m\u1ed9t t\u1eeb l\u00f3ng mang ngh\u0129a th\u00f4 t\u1ee5c trong ti\u1ebfng Th\u00e1i.<\/li>\n\n\n\n<li><em>&#8220;Fartfull&#8221;<\/em> (gh\u1ebf h\u1ecdc cho tr\u1ebb em) khi ph\u00e1t \u00e2m b\u1eb1ng ti\u1ebfng Th\u00e1i, nghe v\u1eeba ph\u1ea3n c\u1ea3m v\u1eeba bu\u1ed3n c\u01b0\u1eddi.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"293\" src=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_02.png\" alt=\"Pic 2: IKEA product name misinterpretation in Thai market\" class=\"wp-image-1349\" srcset=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_02.png 600w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_02-300x147.png 300w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_02-18x9.png 18w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">H\u00ecnh 2: T\u00ean s\u1ea3n ph\u1ea9m IKEA b\u1ecb hi\u1ec3u sai tr\u00ean th\u1ecb tr\u01b0\u1eddng Th\u00e1i Lan<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Nh\u1eefng c\u00e1i t\u00ean n\u00e0y, khi \u0111\u01b0\u1ee3c in l\u1edbn trong c\u00e1c ph\u00f2ng tr\u01b0ng b\u00e0y ho\u1eb7c c\u00e1c cu\u1ed1n catalog, \u0111\u00e3 tr\u1edf th\u00e0nh tr\u00f2 c\u01b0\u1eddi v\u00e0 nh\u1eadn s\u1ef1 ch\u1ec9 tr\u00edch t\u1eeb kh\u00e1ch h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 c\u1ed9ng \u0111\u1ed3ng m\u1ea1ng. IKEA sau \u0111\u00f3 nhanh ch\u00f3ng th\u1eeba nh\u1eadn v\u1ea5n \u0111\u1ec1 v\u00e0 \u0111i\u1ec1u ch\u1ec9nh m\u1ed9t s\u1ed1 t\u00ean s\u1ea3n ph\u1ea9m trong catalog ti\u1ebfng Th\u00e1i c\u1ee7a h\u1ecd. Sau s\u1ef1 vi\u1ec7c \u0111\u00f3, h\u1ecd \u0111\u00e3 th\u1eadn tr\u1ecdng h\u01a1n khi d\u00f9ng t\u00ean Th\u1ee5y \u0110i\u1ec3n \u1edf nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u00e0 t\u00ean g\u1ecdi \u0111\u00f3 c\u00f3 th\u1ec3 g\u00e2y ra hi\u1ec3u l\u1ea7m.<\/p>\n\n\n\n<p>Tr\u01b0\u1eddng h\u1ee3p c\u1ee7a IKEA t\u1ea1i Th\u00e1i Lan l\u00e0 m\u1ed9t b\u00e0i h\u1ecdc kinh \u0111i\u1ec3n v\u1ec1 b\u1ea3n \u0111\u1ecba h\u00f3a<strong><em>: <\/em><\/strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\">M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 tr\u00ean to\u00e0n c\u1ea7u ch\u01b0a ch\u1eafc \u0111\u00e3 ph\u00f9 h\u1ee3p t\u1ea1i m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u1ee5 th\u1ec3.<\/mark><\/em><\/p>\n\n\n\n<p class=\"translation-block\"><strong>B\u1ea3n \u0111\u1ecba h\u00f3a \u0111\u00fang c\u00e1ch: KFC t\u1ea1i Th\u00e1i Lan<\/strong><br>KFC l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u1ee9c \u0103n nhanh n\u1ed5i ti\u1ebfng to\u00e0n c\u1ea7u, nh\u01b0ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd trong th\u1ecb tr\u01b0\u1eddng \u1ea9m th\u1ef1c \u0111\u1ea7y c\u1ea1nh tranh t\u1ea1i Th\u00e1i Lan, h\u1ecd ph\u1ea3i h\u00f2a m\u00ecnh v\u00e0o v\u0103n h\u00f3a b\u1ea3n \u0111\u1ecba thay v\u00ec ch\u1ec9 d\u1ef1a v\u00e0o c\u00e1c kh\u1ea9u hi\u1ec7u mang t\u00ednh qu\u1ed1c t\u1ebf. Nh\u1eadn th\u1ea5y vi\u1ec7c d\u1ecbch \u0111\u01a1n thu\u1ea7n kh\u1ea9u hi\u1ec7u\"It's Finger Lickin' Good\" l\u00e0 kh\u00f4ng \u0111\u1ee7 - th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 chuy\u1ec3n sang ti\u1ebfp c\u1eadn b\u1eb1ng c\u00e1ch k\u1ec3 chuy\u1ec7n v\u00e0 d\u00f9ng s\u1ef1 h\u00e0i h\u01b0\u1edbc mang \u0111\u1eb7c tr\u01b0ng c\u1ee7a Th\u00e1i.<\/p>\n\n\n\n<p>Tr\u01b0\u1edbc ti\u00ean, h\u1ecd l\u00e0m m\u1edbi kh\u1ea9u hi\u1ec7u b\u1eb1ng c\u00e1ch l\u1ed3ng gh\u00e9p c\u00e1c y\u1ebfu t\u1ed1 h\u00e0i h\u01b0\u1edbc, ti\u1ebfng l\u00f3ng v\u00e0 b\u1ed1i c\u1ea3nh x\u00e3 h\u1ed9i quen thu\u1ed9c c\u1ee7a ng\u01b0\u1eddi Th\u00e1i. Qu\u1ea3ng c\u00e1o s\u1eed d\u1ee5ng nh\u1eefng t\u00ecnh hu\u1ed1ng vui nh\u1ed9n, khi\u1ebfn n\u1ed9i dung tr\u1edf n\u00ean g\u1ea7n g\u0169i v\u1edbi ng\u01b0\u1eddi xem ngay l\u1eadp t\u1ee9c.<\/p>\n\n\n\n<p class=\"translation-block\">Ti\u1ebfp theo, KFC cho ra m\u1eaft nh\u1eefng m\u00f3n \u0103n \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh theo kh\u1ea9u v\u1ecb Th\u00e1i, nh\u01b0 C\u01a1m g\u00e0 c\u00e0 ri xanh v\u00e0 B\u00e1nh qu\u1ebf cay, sau \u0111\u00f3 qu\u1ea3ng b\u00e1 ch\u00fang b\u1eb1ng c\u00e1c h\u00ecnh \u1ea3nh \u0111\u1eadm ch\u1ea5t \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 ng\u00f4n t\u1eeb d\u00ed d\u1ecfm.<\/p>\n\n\n\n<p>Th\u00e0nh c\u00f4ng c\u1ee7a KFC Th\u00e1i Lan cho th\u1ea5y b\u1ea3n \u0111\u1ecba h\u00f3a ch\u00ednh l\u00e0 \u0111\u1eafm m\u00ecnh v\u00e0o v\u0103n h\u00f3a, hi\u1ec3u \u0111\u01b0\u1ee3c \u0111i\u1ec1u g\u00ec khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eadt c\u01b0\u1eddi, th\u00edch th\u00fa v\u00e0 chia s\u1ebb - r\u1ed3i sau \u0111\u00f3 t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch nh\u01b0 \u0111\u01b0\u1ee3c d\u00e0nh ri\u00eang cho h\u1ecd.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"238\" src=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_03.png\" alt=\"Pic 3: KFC\u2019s excellent localization campaign when entering Thai market\" class=\"wp-image-1350\" srcset=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_03.png 600w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_03-300x119.png 300w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_03-18x7.png 18w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">H\u00ecnh 3: Chi\u1ebfn d\u1ecbch b\u1ea3n \u0111\u1ecba h\u00f3a tuy\u1ec7t v\u1eddi c\u1ee7a KFC khi th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng Th\u00e1i Lan<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Chi\u1ebfn l\u01b0\u1ee3c b\u1ea3n \u0111\u1ecba h\u00f3a hi\u1ec7u qu\u1ea3 t\u1ea1i Th\u00e1i Lan<\/h3>\n\n\n\n<p>T\u1eeb nh\u1eefng v\u00ed d\u1ee5 th\u1ef1c t\u1ebf, c\u00f3 th\u1ec3 th\u1ea5y r\u00f5: b\u1ea3n \u0111\u1ecba h\u00f3a ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean g\u1ea7n g\u0169i v\u00e0 h\u00f2a nh\u1eadp v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau. \u1ede Th\u00e1i Lan \u2013 n\u01a1i m\u00e0 v\u0103n h\u00f3a v\u00e0 c\u00e1ch giao ti\u1ebfp g\u1eafn b\u00f3 m\u1eadt thi\u1ebft \u2013 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c b\u1ea3n \u0111\u1ecba h\u00f3a th\u00e0nh c\u00f4ng kh\u00f4ng th\u1ec3 b\u1ecf qua y\u1ebfu t\u1ed1 ng\u00f4n ng\u1eef, storytelling b\u1eb1ng h\u00ecnh \u1ea3nh, v\u00e0 b\u1ed1i c\u1ea3nh x\u00e3 h\u1ed9i b\u1ea3n \u0111\u1ecba.<br>\nD\u01b0\u1edbi \u0111\u00e2y l\u00e0 ba b\u01b0\u1edbc quan tr\u1ecdng \u0111\u1ec3 tri\u1ec3n khai b\u1ea3n \u0111\u1ecba h\u00f3a hi\u1ec7u qu\u1ea3 t\u1ea1i Th\u00e1i Lan:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>H\u1ee3p t\u00e1c v\u1edbi chuy\u00ean gia b\u1ea3n \u0111\u1ecba \u2013 c\u1ea3 v\u1ec1 ng\u00f4n ng\u1eef l\u1eabn v\u0103n h\u00f3a: <\/strong>L\u00e0m vi\u1ec7c v\u1edbi ng\u01b0\u1eddi Th\u00e1i b\u1ea3n x\u1ee9 l\u00e0 \u0111i\u1ec1u t\u1ed1i quan tr\u1ecdng. H\u1ecd kh\u00f4ng ch\u1ec9 gi\u1ecfi ti\u1ebfng Th\u00e1i, m\u00e0 c\u00f2n th\u1ea5u hi\u1ec3u h\u1ec7 gi\u00e1 tr\u1ecb, \u0111i\u1ec1u c\u1ea5m k\u1ef5, th\u00f3i quen ti\u00eau d\u00f9ng v\u00e0 tinh th\u1ea7n d\u00e2n t\u1ed9c. H\u1ecd s\u1ebd gi\u00fap b\u1ea1n b\u00f3c t\u00e1ch c\u00e1c l\u1edbp ngh\u0129a \u1ea9n, ch\u1ecdn \u0111\u00fang c\u00e1ch di\u1ec5n \u0111\u1ea1t v\u00e0 gi\u1ecdng \u0111i\u1ec7u ph\u00f9 h\u1ee3p \u2013 \u0111i\u1ec1u m\u00e0 d\u1ecbch gi\u1ea3 n\u01b0\u1edbc ngo\u00e0i ho\u1eb7c d\u1ecbch m\u00e1y r\u1ea5t d\u1ec5 b\u1ecf s\u00f3t. Nh\u1edd v\u1eady, th\u00f4ng \u0111i\u1ec7p c\u1ee7a b\u1ea1n s\u1ebd tr\u1edf n\u00ean t\u1ef1 nhi\u00ean v\u00e0 trang nh\u00e3, ch\u1ee9 kh\u00f4ng g\u01b0\u1ee3ng g\u1ea1o ho\u1eb7c c\u1ee9ng nh\u1eafc.<\/li>\n\n\n\n<li><strong>T\u1eadn d\u1ee5ng h\u00ecnh \u1ea3nh, ph\u00e9p \u1ea9n d\u1ee5 v\u00e0 s\u1ef1 h\u00e0i h\u01b0\u1edbc mang m\u00e0u s\u1eafc Th\u00e1i:<\/strong> Ng\u01b0\u1eddi Th\u00e1i \u0111\u1eb7c bi\u1ec7t y\u00eau th\u00edch nh\u1eefng c\u00e2u chuy\u1ec7n gi\u00e0u c\u1ea3m x\u00fac, h\u00e0i h\u01b0\u1edbc tinh t\u1ebf v\u00e0 mang th\u00f4ng \u0111i\u1ec7p nh\u00e2n v\u0103n. Vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c ph\u00e9p \u1ea9n d\u1ee5, th\u00e0nh ng\u1eef, bi\u1ec3u t\u01b0\u1ee3ng v\u0103n h\u00f3a quen thu\u1ed9c s\u1ebd gi\u00fap th\u00f4ng \u0111i\u1ec7p c\u1ee7a b\u1ea1n g\u1ea7n g\u0169i h\u01a1n v\u00e0 d\u1ec5 \u201cb\u1eaft s\u00f3ng\u201d v\u1edbi c\u00f4ng ch\u00fang. V\u00ed d\u1ee5: l\u1ed3ng gh\u00e9p nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 l\u1ec5 h\u1ed9i truy\u1ec1n th\u1ed1ng, ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh \u0103n kh\u00e1ch hay nh\u00e2n v\u1eadt n\u1ed5i ti\u1ebfng c\u1ee7a Th\u00e1i c\u00f3 th\u1ec3 l\u00e0m n\u1ed9i dung tr\u1edf n\u00ean sinh \u0111\u1ed9ng, t\u1ea1o c\u1ea3m gi\u00e1c th\u00e2n quen v\u00e0 t\u0103ng m\u1ee9c \u0111\u1ed9 k\u1ebft n\u1ed1i.<\/li>\n\n\n\n<li><strong>Truy\u1ec1n t\u1ea3i \u00fd, \u0111\u1eebng ch\u1ec9 d\u1ecbch t\u1eebng ch\u1eef: <\/strong>M\u1ed9t b\u1ea3n d\u1ecbch s\u00e1t ngh\u0129a ch\u01b0a ch\u1eafc \u0111\u00e3 hi\u1ec7u qu\u1ea3, th\u1eadm ch\u00ed c\u00f3 th\u1ec3 khi\u1ebfn th\u00f4ng \u0111i\u1ec7p tr\u1edf n\u00ean\u2026 k\u1ef3 qu\u1eb7c ho\u1eb7c g\u00e2y hi\u1ec3u nh\u1ea7m. B\u1ea3n \u0111\u1ecba h\u00f3a \u0111\u00f2i h\u1ecfi s\u1ef1 linh ho\u1ea1t v\u00e0 s\u00e1ng t\u1ea1o \u2013 c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh gi\u1ecdng \u0111i\u1ec7u (trang tr\u1ecdng hay th\u00e2n m\u1eadt), ch\u1ecdn l\u1ecdc t\u1eeb ng\u1eef k\u1ef9 l\u01b0\u1ee1ng, v\u00e0 s\u1eb5n s\u00e0ng \u201cl\u00e0m l\u1ea1i\u201d th\u00f4ng \u0111i\u1ec7p \u0111\u1ec3 ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u00e1i. \u0110\u00f4i khi, vi\u1ec7c d\u00e1m thay \u0111\u1ed5i \u00fd t\u01b0\u1edfng ban \u0111\u1ea7u ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c s\u1ef1 ch\u1ea1m \u0111\u1ebfn tr\u00e1i tim h\u1ecd.<\/li>\n<\/ol>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"271\" src=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_04.png\" alt=\"Pic 4: Winning \u201cknow-how\u201d localization strategies in Thailand\" class=\"wp-image-1351\" srcset=\"https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_04.png 600w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_04-300x136.png 300w, https:\/\/hansemvietnam.com\/wp-content\/uploads\/2025\/05\/img_04-18x8.png 18w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">H\u00ecnh 4: \u201cB\u00ed quy\u1ebft\u201d b\u1ea3n \u0111\u1ecba h\u00f3a th\u00e0nh c\u00f4ng t\u1ea1i Th\u00e1i Lan<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Gi\u1ea3i ph\u00f3ng s\u1ee9c m\u1ea1nh b\u1ea3n \u0111\u1ecba h\u00f3a<\/h3>\n\n\n\n<p>B\u01b0\u1edbc v\u00e0o n\u0103m 2025, \u0111\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c d\u1ea5u \u1ea5n trong th\u1ecb tr\u01b0\u1eddng qu\u1ea3ng c\u00e1o s\u00f4i \u0111\u1ed9ng v\u00e0 \u0111\u1ea7y c\u1ea1nh tranh t\u1ea1i Th\u00e1i Lan, s\u00e1ng t\u1ea1o th\u00f4i l\u00e0 ch\u01b0a \u0111\u1ee7 \u2013 b\u1ea1n c\u1ea7n c\u00f3 m\u1ed9t s\u1ef1 am hi\u1ec3u s\u00e2u s\u1eafc v\u1ec1 v\u0103n h\u00f3a \u0111\u1ecba ph\u01b0\u01a1ng, tinh t\u1ebf trong c\u00e1ch ti\u1ebfp c\u1eadn v\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c b\u1ea3n \u0111\u1ecba h\u00f3a b\u00e0i b\u1ea3n. Mu\u1ed1n chi\u1ebfn d\u1ecbch c\u1ee7a b\u1ea1n th\u1ef1c s\u1ef1 ch\u1ea1m \u0111\u1ebfn tr\u00e1i tim ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u00e1i? \u0110\u1eebng ch\u1ec9 d\u1ecbch. H\u00e3y truy\u1ec1n t\u1ea3i tr\u1ecdn v\u1eb9n tinh th\u1ea7n c\u1ee7a th\u00f4ng \u0111i\u1ec7p.<\/p>\n\n\n\n<p class=\"translation-block\">T\u1ea1i <a href=\"https:\/\/hansem.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hansem Global<\/a>, ch\u00fang t\u00f4i chuy\u00ean cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5 b\u1ea3n \u0111\u1ecba h\u00f3a chuy\u00ean nghi\u1ec7p d\u00e0nh ri\u00eang cho th\u1ecb tr\u01b0\u1eddng Th\u00e1i Lan - t\u1eeb c\u00e1c chi\u1ebfn d\u1ecbch marketing cho \u0111\u1ebfn nh\u1eefng t\u00e0i li\u1ec7u quan tr\u1ecdng c\u1ee7a doanh nghi\u1ec7p nh\u01b0 h\u01b0\u1edbng d\u1eabn s\u1eed d\u1ee5ng, trang web, t\u1edd r\u01a1i s\u1ea3n ph\u1ea9m v\u00e0 t\u00e0i li\u1ec7u h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng. V\u1edbi \u0111\u1ed9i ng\u0169 chuy\u00ean gia ng\u01b0\u1eddi Th\u00e1i b\u1ea3n x\u1ee9 v\u00e0 bi\u00ean t\u1eadp vi\u00ean gi\u00e0u kinh nghi\u1ec7m, ch\u00fang t\u00f4i cam k\u1ebft m\u1ed7i th\u00f4ng \u0111i\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u00fang v\u1ec1 ng\u00f4n ng\u1eef m\u00e0 c\u00f2n s\u00e1t v\u1edbi v\u0103n h\u00f3a, d\u1ec5 hi\u1ec3u v\u00e0 truy\u1ec1n c\u1ea3m.<\/p>\n\n\n\n<p>\ud83d\udc49 D\u00f9 b\u1ea1n ch\u1ec9 c\u1ea7n tinh ch\u1ec9nh m\u1ed9t c\u00e2u slogan hay chuy\u1ec3n ng\u1eef h\u00e0ng tr\u0103m trang t\u00e0i li\u1ec7u, h\u00e3y li\u00ean h\u1ec7 v\u1edbi Hansem ngay h\u00f4m nay \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n mi\u1ec5n ph\u00ed \u2013 v\u00e0 b\u1eaft \u0111\u1ea7u h\u00e0nh tr\u00ecnh \u0111\u01b0a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n tr\u1edf th\u00e0nh c\u00e1i t\u00ean quen thu\u1ed9c trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u00e1i nh\u00e9.<\/p>","protected":false},"excerpt":{"rendered":"<p>N\u0103m 2025, n\u1ec1n kinh t\u1ebf s\u1ed1 c\u1ee7a Th\u00e1i Lan b\u00f9ng n\u1ed5 m\u1ea1nh m\u1ebd. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u nh\u1eafm \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng \u0110\u00f4ng Nam \u00c1 \u0111\u1ea7y ti\u1ec1m n\u0103ng n\u00e0y kh\u00f4ng th\u1ec3 ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c d\u1ecbch ng\u00f4n ng\u1eef - m\u00e0 c\u00f2n c\u1ea7n ph\u1ea3i l\u00e0m ch\u1ee7 ngh\u1ec7 thu\u1eadt b\u1ea3n \u0111\u1ecba h\u00f3a. \u0110i\u1ec1u \u0111\u00f3 \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c h\u1ecd ph\u1ea3i li\u00ean t\u1ee5c \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o sao cho ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a, th\u00f3i quen mua s\u1eafm v\u00e0 c\u00e1ch ng\u01b0\u1eddi Th\u00e1i giao ti\u1ebfp h\u00e0ng ng\u00e0y.<\/p>","protected":false},"author":1,"featured_media":1352,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,13],"tags":[188,183,24,26,5,27,182,25,187,186,145],"class_list":["post-1346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-list","tag-advertising","tag-certifiedtranslationservice","tag-hansem","tag-hansemglobal","tag-hansemvietnam","tag-hsvn","tag-iso17100","tag-localization","tag-seamarket","tag-thailand","tag-vietnam"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LOCALIZING ADVERTISING CAMPAIGNS IN THAILAND:WHAT GLOBAL BRANDS NEED TO KNOW IN 2025 - hansemvietnam<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hansemvietnam.com\/vi\/blog\/localizing-advertising-campaigns-in-thailandwhat-global-brands-need-to-know-in-2025\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LOCALIZING ADVERTISING CAMPAIGNS IN THAILAND:WHAT GLOBAL BRANDS NEED TO KNOW IN 2025 - hansemvietnam\" \/>\n<meta property=\"og:description\" content=\"As Thailand\u2019s digital economy accelerates in 2025, international brands eyeing this vibrant Southeast Asian market must go beyond simple translation, by mastering localization, adapting campaigns to align with Thai culture, consumer behavior, and communication styles. 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