Group 1: Overall Industry Performance - Thailand's digital content industry is projected to achieve a strong recovery in 2024, with a total value of 50.609 billion THB, representing a year-on-year growth of 14% and positive growth prospects for the next three years [1] - The report covers four main sectors: games, animation, characters, and e-books, conducted by depa in collaboration with various industry associations [1] Group 2: Character Industry - The character sector shows the most significant growth, with a projected value of 72.32 billion THB in 2024, marking a dramatic increase of 196% year-on-year [1] - This growth is primarily driven by the global art toy trend, with character merchandise sales soaring by 506% to reach 60.78 billion THB [1] - Thai producers have successfully tapped into international market demand, with strong sales performance linked to renowned global brands such as Pop Mart, Qposket, Nendoroid, Funko Pop, and Cosbaby [1] Group 3: Gaming Industry - The gaming sector remains the largest segment of Thailand's digital content industry, with an overall scale of 35.98 billion THB in 2024, reflecting a year-on-year growth of 5% [2] - Recovery in this sector is driven by the PC and console gaming markets, with platforms like PlayStation 5 and Nintendo Switch performing well due to high-quality "AAA" titles [2] - In contrast, the mobile gaming market has contracted, with total value declining to 17.835 billion THB due to intense competition and cautious consumer spending [2] Group 4: Animation Industry - The animation sector is projected to have a value of 3.432 billion THB in 2024, marking a third consecutive year of decline with a year-on-year contraction of 3% [2] - The industry faces fierce competition from neighboring countries with lower labor costs, and the rapid development of artificial intelligence poses challenges to traditional animation businesses [2]