Inside the Strategy of “KOK คิดส์ล่าฝัน”: How Lotus’s Turns Young Customers into Real Partners

Bangkok 25 February 2026 - The Year of the Fire Horse gallops back with renewed energy as leading retail brand Lotus’s, under CP AXTRA Public Company Limited, steps up to challenge the marketing world by partnering with young influencers in its latest communication campaign one that focuses on truly “listening to” and “reflecting” the authentic voices of these little KOLs to connect the brand with consumers through sincere, straightforward, and genuinely endearing content.

Lotus’s has introduced a fresh marketing strategy with the catchy name “Key Opinion Kidz (KOK) คิดส์ล่าฝัน,” building upon the Key Opinion Partner initiative launched last year. This marks a shift in perspective and collaboration with influencers—from previously asking them to convey brand messages, to now inviting them to become creative partners who co-create content in their own unique styles. The result is communication that is distinctive, authentic, and diverse according to each creator’s expertise, helping Lotus’s products and brand stand out more memorably.

This year, Lotus’s expands the opportunity to young influencers future consumers whose voices are often bigger than their size. For the first time, these junior influencers are stepping forward as long-term partners with a national-level business, fostering meaningful brand relationships from an early stage.

It’s undeniable that in many households, the most influential voice often belongs to the smallest family member. Children’s voices are pure—they speak from the heart without embellishment. What they think is what they say; what they like or feel is expressed directly. Their honesty makes their voices powerful voices that adults should truly listen to.

This belief inspired the KOK strategy, which Lotus’s sees as a meaningful way to deepen its connection with people. Importantly, this marketing approach reflects the brand’s view that children are not merely communication channels but young partners with the potential to tell compelling stories and build credibility through creative content. By respecting diverse perspectives, encouraging bold thinking and self-expression, and providing opportunities for young talents to shine, Lotus’s is taking a significant step toward nurturing the next generation.

When combined with the fresh perspectives of children delivered through their naturally simple, sincere, and direct communication styles this approach enhances communication effectiveness and strengthens emotional connections with consumers. The content created by these young influencers also brings novelty, vibrancy, and strong audience appeal.

Through this concept, the latest “คิดส์ล่าฝัน” campaign invites young influencers to create product review content featuring items available at Lotus’s. Outstanding content creators will receive scholarships worth 10,000 THB each, with a total of 50 awards, along with access to year-long capability development courses designed to enhance their skills in multiple areas. The campaign aims to support children’s dreams by opening up both educational opportunities and real-world marketing experiences. It also marks the first step of the KOK strategy, with further expansions expected in the future.

The creativity and perspective demonstrated by these young creators are truly impressive many of their works are irresistibly charming. Before long, Thailand’s content creator landscape will likely welcome a new generation of talented voices. Their works can be followed on Lotus’s official Facebook, TikTok, and LINE channels.

From the brand’s perspective, another key element embedded in this strategy is the development of a broader and more resilient partner ecosystem. It represents a communication system driven by “real people,” where knowledgeable individuals, experts, and influencers from diverse backgrounds serve as trusted communication pillars while young influencers help strengthen emotional engagement. This makes for a compelling marketing approach that responds effectively to today’s consumer landscape, where traditional advertising is no longer enough to capture attention.