Following the passing of Her Majesty Queen Sirikit, The Queen Mother, Thailand has entered a period of national mourning. During this time, organisations must communicate and operate with sensitivity and respect, as their actions will shape public perception and reflect their cultural awareness.

For Thais, mourning a monarch is a deeply emotional act of unity. The late Queen Sirikit, revered as the “Mother of the Nation,” dedicated her life to social development, the preservation of Thai crafts, and the promotion of national culture. Her passing has stirred profound sorrow and gratitude across the country.

For brands and organisations, understanding this emotional landscape is not only about compliance, it’s a mark of professionalism and cultural intelligence. Here’s how brands are expected to conduct themselves during the national mourning period.

Adjusting Operations and Experience

Government offices, state enterprises, and schools will lower their flags to half-mast for 30 days, while civil servants and state employees are to wear mourning attire for one year. 

The public is encouraged to join the mourning for 90 days by wearing black or other dark-coloured clothing. The government has also requested cooperation in suspending concerts and entertainment events during this period.

Entertainment activities such as concerts, nightlife events, and large parties should be postponed or cancelled. If postponement is not possible, adjust the tone to reflect the solemnity of the period by limiting music, decorations, and entertainment.

Weddings, conferences, and ceremonies may continue, but should remain modest and respectful. Avoid bright décor, loud music, or festive atmospheres; opt instead for simple settings and consider opening with a brief moment of silence to acknowledge the national loss.

Code of conduct at different event types varies, including:

  • Corporate events: Maintain a formal, respectful tone; refrain from celebratory elements such as toasts, giveaways, or lighthearted segments.
  • Public events: Include messaging or visuals that recognise the mourning period. Avoid branding displays that may appear overly commercial.
  • Charity community events: These may proceed if they align with national sentiment (e.g., tributes, cultural preservation, or social welfare activities).
  • Staff and Attendee Conduct: All participants should be briefed on appropriate behaviour and attire. Ensure staff wear muted, professional clothing and maintain a polite, composed manner throughout the event.

Communication and Brand Sensitivity

This period calls for thoughtful communication and restraint, and thoughtful adjustments signal respect and cultural awareness.

Brands should temporarily adjust their marketing tone and visual identity to reflect the nation’s mourning. Bright colours, energetic slogans, and festive imagery are inappropriate. Instead, digital platforms are recommended to carry monochrome visuals, subdued photography, or a simple message of condolence acknowledging the Queen Mother’s passing.

Scheduled campaigns focused on entertainment, festivals, or promotional offers should be postponed or reformatted, particularly if they fall within the first 30 days of the mourning period. If communications must continue, they should highlight quieter aspects such as sustainability, local community engagement, or the cultural legacy that the Queen championed throughout her life. 

Internal Preparedness and Staff Conduct

Frontline staff represent the brand and will be responsible for guiding guests, explaining changes, and addressing sensitive questions. Management should provide clear instructions and training so employees can communicate confidently and appropriately.

Internal briefings should explain the cultural significance of the mourning period, expected public behaviour, and proper tone when discussing guest inquiries, dress codes, events, and music restrictions. Staff should also be reminded to avoid celebratory or brightly coloured personal posts on social media during this time.

International brands should coordinate closely with headquarters to avoid mismatches in global content across Thai markets. Local teams must have the authority to adapt or delay communications to reflect the national mood. All public materials, including social posts, press releases, and influencer content, should be locally reviewed for cultural sensitivity and compliance with Thailand’s strict lèse-majesté laws.

Monitoring online channels and pausing automated posts is recommended. A pre-approved holding statement expressing condolences can be helpful for media or partner inquiries. 

Sustaining Business As Usual with Empathy

Businesses can make small but meaningful gestures, such as condolence displays, moments of silence before events, or replacing live entertainment with traditional instrumental music. These acts show solidarity with the Thai people during mourning.

Handled with care, such gestures highlight Thailand’s enduring warmth and respect. Brands that respond with empathy and cultural awareness strengthen their long-term relationships with both Thai and international audiences.

Respect as Reputation

When businesses act with sensitivity during times of national mourning, they uphold both their reputation and the dignity of the communities they serve. The right approach is not silence, but sincere, measured communication paired with empathy and restraint.

When the mourning period ends, Thailand’s spirit of compassion, grace, and unity will shine once again. Businesses that respond with understanding will be remembered for their professionalism and respect.

Midas PR joins the nation in mourning the passing of Her Majesty Queen Sirikit, The Queen Mother. Her lifelong dedication to the Thai people and her preservation of Thai arts and culture will be remembered with deep gratitude. We extend our heartfelt condolences to His Majesty the King, the Royal Family, and the people of Thailand during this time of sorrow.