Sensory Economy: What SMEs Can Learn from Squishy's Success

The Most Talked-About Product Wasn't a Smartphone. It Was a Squishy.

In June 2026, the most discussed product on Thai social media was neither the latest smartphone nor an electric vehicle. It was Squishy — the soft, squeezable toy that generated more than 33.9 million engagements in a single month, according to data from Zocial Eye by Wisesight.

For business owners and marketers, the real story is not the toy itself. It is the feeling that this simple product delivers in a world increasingly dominated by screens and digital interactions.

What we are witnessing is a growing consumer trend known as the Sensory Economy.

Sensory Economy: What SMEs Can Learn from Squishy's Success

Sensory Economy: The Business of Tangible Experiences

Consumer behavior analysts describe today's market as a Sensory Economy, where consumers are willing to pay not only for functionality but also for experiences that stimulate their senses and create emotional connections.

This trend can be seen across industries:

The resurgence of vinyl records, which have outsold CDs in several markets since 2022
Renewed interest in film photography
Growth of independent bookstores
The popularity of board game cafés
And most recently, the Squishy phenomenon in Thailand

In an increasingly digital world, consumers are seeking products and experiences they can touch, hear, feel, and remember.

The Squishy Craze: A Sign of Thailand's Sensory Economy

According to Social Listening data from Wisesight between 1-24 June 2026, the Squishy trend generated over 24,937 social media mentions.

TikTok accounted for 85.8% of all conversations, with discussions increasing from only a few hundred posts per day to more than 2,500 posts daily. This suggests the phenomenon is more than a short-lived viral trend.

Perhaps even more interesting is the performance of ASMR-style content, featuring squeezing sounds and tactile demonstrations. These videos consistently generated significantly higher engagement than conventional product content.

The insight is clear: consumers are responding to the experience, not merely the product.

The trend also expanded beyond digital platforms. Terms such as "Sampeng" and "where to buy" appeared frequently in conversations, showing that consumers were willing to leave their screens, visit physical stores, interact with products firsthand, and then share their experiences online.

Four Sensory Touchpoints SMEs Can Implement Today

The good news for SMEs is that creating sensory experiences does not require reinventing products or investing heavily in technology.

Often, small improvements at key customer touchpoints can make a significant difference.

1. Packaging: The First Physical Impression

Before customers experience the product itself, they experience the packaging.

The weight, texture, and overall quality of packaging immediately influence perceptions of value and professionalism.

Consider:

Using textured paper instead of lightweight alternatives
Replacing low-cost plastic packaging with cotton, linen, or recycled paper materials
Creating packaging that feels premium and intentional

For B2B Businesses

Packaging principles apply beyond retail products.

A proposal printed on premium 250 gsm paper and presented in a high-quality binder can create a stronger impression in a boardroom than a standard document.

Similarly, embossed or letterpress business cards can communicate professionalism before a conversation even begins.

2. The Unboxing Experience: A Shareable Moment

Opening a package is often one of the most memorable moments in a customer's journey.

Businesses can enhance this experience through simple touches such as:

Handwritten notes addressed to customers
Unexpected product samples
Branded stickers
Small complimentary gifts

These details create "wow moments" that customers naturally want to share.

For B2B Businesses

Consider creating:

Welcome kits for new corporate clients
Sample kits delivered before key meetings
Premium onboarding experiences for strategic customers

These gestures can help businesses stand out from competitors who communicate solely through email attachments and PDFs.

3. Physical Space: Designing Through Light, Sound, and Scent

For businesses with physical locations, the environment itself becomes a powerful sensory tool.

Small adjustments can significantly improve customer perception:

Warm lighting instead of harsh white lighting
Signature scents using diffusers
Curated playlists that match the brand personality
Comfortable and thoughtfully designed spaces

For B2B Businesses

Client visits represent valuable sensory touchpoints.

A meeting room with natural light, the aroma of freshly brewed coffee, and a calm atmosphere can immediately communicate attention to detail and professionalism.

Sometimes, clients form stronger impressions from the environment than the presentation itself.

4. In-Product Sensation: How Your Product Feels

Every product or service creates a sensory experience.

The question is whether that experience is intentionally designed.

Examples include:

Restaurants offering contrasting textures within a single dish
Service businesses providing signature hospitality rituals
Digital products incorporating thoughtful sounds, animations, and haptic feedback

For B2B Businesses

Sensory experiences extend beyond physical products.

A beautifully designed dashboard, an easy-to-read client report, responsive service delivery, and proactive communication all contribute to how customers "feel" about working with your business.

These feelings often influence renewal decisions as much as performance metrics.