PATTAYA, THAILAND – The opening day of Thailand’s new “Kon La Krueng Plus” co-payment program turned Pattaya’s markets and restaurants into scenes of early morning excitement, with residents lining up to make their first half-price purchases.
The scheme allows registered citizens to pay only half the price of goods at participating shops, while the government covers the remaining cost — up to 400 baht per person.
Government Co-Payment Scheme Launches Nationwide
Running from 6:00 a.m. to 11:00 p.m. daily, the initiative encourages spending through the Pao Tang app, which links to each citizen’s digital G Wallet. Officials designed the timed system to spread transactions evenly throughout the day and prevent congestion at popular hours.
The project, known widely as “Half-Half”, aims to offer immediate relief from rising living costs while circulating money through local economies. By effectively splitting expenses between the state and consumers, the government hopes to stimulate small business activity in both urban and rural areas.
Strong Uptake from Businesses and Shoppers
In central Pattaya, banners advertising participation in the program hung outside cafés, eateries, and street stalls. Many shop owners reported brisk trade from the moment the system went live on October 29, 2025.
Restaurant owner Sanya Kechid described the first day as a success:
“IT MAKES SERVICE CONVENIENT FOR CUSTOMERS AND CIRCULATES MONEY THROUGHOUT THE MARKET — REACHING STREET VENDORS SELLING CHICKEN, PORK, OR OTHER GOODS, AND BENEFITING EVERY GROUP,”
he said. According to Kechid, almost every restaurant table used the subsidy. He expressed hope the initiative would strengthen local incomes and sustain momentum through the year’s final quarter.
Public Reception and the Call for Continuation
Customers who had joined earlier phases of the program praised its convenience and impact. Pure Sud-on, a repeat participant, said the app was straightforward and praised the program’s inclusiveness. “I’VE USED IT BEFORE — IT’S VERY USER-FRIENDLY. I WANT IT TO CONTINUE AS IT BENEFITS EVERYONE. FOR THOSE WHO MISSED OUT, I HOPE THE GOVERNMENT LAUNCHES PHASE 2,” he told reporters.
Another participant, Chalermpol Homhuan, agreed that the digital process was smooth.
“THIS IS A GREAT PROJECT THAT HELPS BOTH SHOPS AND PEOPLE. THE APP IS SIMPLE AND CONVENIENT. I’D LOVE TO SEE MORE LIKE IT TO CUT LIVING COSTS EFFECTIVELY.”
Daily Use through December
The Half-Half program continues through December, giving users more than two months to benefit from daily subsidies. Each purchase through the system reinforces local circulation of funds, a key objective for Thai policymakers as the country balances cost pressures with efforts to support small enterprises.
For many Pattaya residents, the initiative represents both immediate relief and a hopeful sign that technology-driven economic programs can deliver tangible, everyday benefits.