PATTAYA, THAILAND – A viral video showing an apparent mugging on Pattaya’s Central Beach was revealed to be a staged marketing stunt, prompting a criminal probe by local police.
Viral video sparked outrage
A short clip posted by two influencers known as “Kong” and “Petch” circulated widely on social media this week. In the footage, the pair portrayed a dramatic scene in which an unidentified man in a black T‑shirt grabbed what was presented as Kong’s gold chain on the beachfront promenade. Petch appeared shocked in the video and warned followers: “Kong likes to wear gold — that’s his style. With the high gold prices everyone must be careful!” The post quickly prompted heated debate online, with some users questioning safety in Pattaya and others suggesting the scene looked staged.
Police confirmed the stunt
Police Colonel Anek Sa‑thongyoo, head of the Pattaya City Police Station, said investigators had established the clip was a manufactured promotion. “This type of advertising harms the image of the city,” he said, expressing frustration at the stunt. He ordered an immediate investigation to identify and question the influencers and the shop allegedly behind the promotion.
“We could not contact the participants yet,” Colonel Anek added, saying the influencers appeared to have gone into hiding. He warned publicised deliberate deception would be pursued vigorously: “We will find the participants — and then there will be trouble!”
Reputation and tourism at risk
Pattaya relies heavily on tourism, and officials said the fake robbery risked damaging the city’s reputation as a safe destination. Residents voiced anger that an apparently contrived clip could stoke fear among visitors and harm local businesses. The police chief urged caution against viral tactics that intentionally mislead the public.
Possible legal consequences
Authorities said those responsible could face charges for spreading false information and damaging the city’s reputation. Thai law carries penalties for acts that are deemed to harm public order or the economy, and officials indicated they would consider those provisions if the investigation linked the influencers and the shop to deliberate deception.
Influencer tactics under scrutiny
The incident highlighted the growing influence social media personalities have over public perception in Thailand. The 50‑baht gold chain — a reference to the weight unit used for gold in Thailand — was described by investigators as a clickbait lure. Observers and officials alike warned that staged dramas designed to go viral can have consequences beyond online attention, and called for clearer accountability from content creators and businesses who commission such promotions.
The Pattaya case is under active investigation by the Pattaya City police. The original report on the staged incident appeared in The Pattaya News.