Meitu explores new augmented reality effects for Thai New Year festival

By Natasha Spencer

- Last updated on GMT

Meitu explores new augmented reality effects for Thai New Year festival
The photo enhancement app rolls out exclusive new features during April for Songkran.

In February, the mobile Internet company unveiled its seasonal selfies filters designed for Valentines Day and Chinese New Year​. Now it is back with its new augmented reality (AR) frames, effects and stickers exclusively launched for Thai New Year's Festival, Songkran.

Available for download until 30th April 2018, the new features build upon the anticipation and widespread appeal of the Thai’s New Year festival to encourage participation and engagement.

The Meitu App revealed on 4th April 2018 that it has released three new AR effects, four frames, two conversation bubbles and six stickers for the month of April.

Technology trends

Meitu Inc, publisher of the Chinese photo enhancement app Meitu, has rolled out several filters and app features that emphasise the popularity of the prevailing selfie culture, along with the implementation of artificial intelligence and augmented reality.

Meitu seeks to appeal to its apps users who are unable to physically participate in the Songkran celebrations. Through emphasising the release of its AR effects, frames, conversation bubbles and stickers, it hopes its global users can get a “sense of the experience”​ by exploring its numerous features.

Songkran Festival, otherwise known as the water-splashing festival, is celebrated by the Thai population and visitors by pouring and splashing water on each other as a way to remove one's sins and bad luck.

Southeast Asia plans

Meitu latest roll-out and effects form part of the company's overall strategy to enter the Southeast Asia market, Xinhong Wu, founder and CEO of Meitu, stated: "Southeast Asia is an important market for Meitu's overseas expansion.”

"Meitu will continue to roll out more localized features, effects, and activities in the region to bring local users enhanced user experiences,”​ Wu continued.

This move towards the use of encouraging consumer interaction and engagement via recognisable and prestigious seasonal events coincides with the business's ambitious expansion plans to build its business overseas.

To date, Meitu has obtained over 500 million overseas users. Of these, it had obtained over 10 million users from the following countries and regions: Thailand, India, Indonesia, Japan, Malaysia, the Philippines, South Korea, Taiwan, Vietnam, Brazil and the U.S.

"In 2016, 27%of the daily new installs came from abroad,"​ said Wu. "In addition to Southeast Asia, Meitu is poised to tap into more overseas markets with countries that have a population of over 50 million, such as France, Argentina, and the U.K."

Its strategy at 10

As Meitu prepares to celebrate its 10th anniversary this October, the China-headquartered mobile Internet company continues with its plans to build software and hardware centring around beauty.

To date, Meitu has created numerous software and smart hardware products including Meitu, BeautyCam, Meipai (a short-form video community app) and Meitu Smartphones to encourage and transform beauty ideas and sharing.

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