Several T-Pop labels and entertainment agencies have delayed the release of new music and content, in a unified show of respect after the country was hit by a double-whammy of border unrest and severe flooding.
The companies also urged their fans not to trend any hashtags on social media, so as not divert attention away from the ongoing developments.
On 24 July, several clashes broke along the Thai-Cambodia border, as ongoing tensions between the two countries rose to new highs. The clashes, which saw rockets and artillery fired, left 11 civilians dead and thousands more people displaced.
Meanwhile, several parts of the Northern Thailand – especially the provinces of Nan and Phyao – faced deadly floods amid persistent rains brought about by the Tropical Storm Wipha.
On X, hashtags related to the border crisis and the floods trended quickly and remained at the top since the afternoon of 24 July.
Among the labels to have postponed content include Sonray Music, XOXO Entertainment, Dreamers Society Management (which manages Proxie), as well as LOVEiS Entertainment.
At the same time, a growing number of T-Pop artistes have reacted to the twin crises, calling for peace and offering their condolences.
Many also shared information about blood donation drives – for those affected by the border clashes – both in Bangkok and at provincial hospitals.
เช็คสถานที่รับ #บริจาคโลหิต โรงพยาบาลสาขาประจำจังหวัด ทั่วประเทศ ได้ที่นี่!!! #ไทยกัมพูชา
— สภากาชาดไทย Thai Red Cross Society (@ThaiRedCross) July 24, 2025
ข้อมูลจาก #ศูนย์บริการโลหิตแห่งชาติ #สภากาชาดไทย pic.twitter.com/X6PvUIOt0J
