Thailand is rallying behind 16-year-old guitarist Rattikarn Amloy, who performs as Nene Royal, following a viral run on America’s Got Talent. Prime Minister Anutin Charnvirakul instructed tourism authorities to explore ways to support her after seeing her perform, and later hosted her at Government House, where she accompanied him on a Thai rock song. Government officials have also discussed featuring her in promotional campaigns for the Amazing Thailand
brand.
Viral Guitar Star Nene Royal Lifts Thai Hopes
Her performances, highlighted by a rendition of The Cranberries’ “Zombie,” have amassed more than 200 million views across official online platforms for the show. The international exposure arrives as Thailand experiences a dip in tourism. The country welcomed about 20 million foreign visitors as of Aug 22, representing roughly 3 per cent fewer than a year earlier, and arrivals have yet to recover to the 2019 record of nearly 40 million.
Global Ambitions and High-Profile Support
Nene began playing at age seven after a twist of fate at her school in Phuket, where she wanted to join a full computer science club and was placed in the music club instead. A teacher handed her a guitar, and she taught herself by watching YouTube videos and practicing for hours every day. Her real name is Rattikan Amloy, as reported by South China Morning Post.
Her rising profile has drawn backing from major corporate and public figures. Charoen Pokphand Foods, part of the CP Group controlled by billionaire Dhanin Chearavanont’s family, rented space on a giant screen in New York’s Times Square to display Nene alongside messages of support from Thai fans ahead of the live rounds. Additionally, reigning Miss World Opal Suchata Chuangsri, who is also from Phuket, publicly wished her success in the competition.
Nene advanced to the live quarter-final airing on NBC, though her supporters in Thailand can watch the broadcast but cannot vote because participation is restricted to the United States and Puerto Rico, according to The Thaiger. She has more than 3.1 million followers on her official Facebook page and has stated an ambition to become a global artist with her own concert tour.
Commercial Boost for Local Music Shops
Nene’s success is already generating tangible business for local merchants on the ground in Thailand. Music shops and schools have noted a clear uptick in interest since her performances went viral.
- Guitar Demand: Naris Padungsaeng, a music shop owner on the outskirts of Bangkok, reported selling two electric guitars to students over a two-week period, contrasting with earlier periods in 2026 when even a single monthly sale was considered strong.
- Early Beginnings: Nene started playing at age seven on a 1,600 baht (S$62) guitar, which was a substantial expense for her family when her father earned just over 10,000 baht a month. Her father encouraged her to perform at the market to help pay for lessons.
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