Thai Pop Rising: Jaonaay on Viral Success, Family Legacy and T-Pop’s Global Moment

Thai pop artist Jaonaay is swiftly establishing himself as a standout new talent in Southeast Asia’s music scene. His debut single "Sweet Baby," distributed by Sony Music Thailand, has exploded in popularity, garnering over 11 million YouTube views and 4.6 million Spotify streams in a short span. The track also ignited a viral dance challenge on TikTok, catching the eye of K-pop group NCT Dream while they were touring in Thailand.

Born Jinjett Wattanasin, the 24-year-old singer-songwriter regards his recent success as the culmination of nearly a decade of artistic growth. “This song represents the sound I’ve been building toward for almost ten years—it’s deeply personal,” Jaonaay revealed in a recent conversation. Collaborating with producer Karn from Yented, he spent months perfecting "Sweet Baby," a modern R&B piece that evokes the butterflies of new romance. Blending nostalgic touches like Rhodes piano with rich vocal harmonies, the song’s widespread appeal took even Jaonaay by surprise.

The single’s performance underscores a thoughtful strategy in today’s digital music landscape. Crafted to resonate with a broad audience, "Sweet Baby" draws on relatable themes of young love. This isn’t Jaonaay’s first taste of streaming success—his 2021 Valentine’s Day duet “14th Feb,” featuring vocalist Juné, previously racked up more than 34.5 million plays on Spotify. While acknowledging music’s potential to carry deeper meaning, especially amid Thailand’s evolving social climate, Jaonaay is currently focused on refining his craft. “Right now, I’m in a phase of learning and absorbing as much as I can,” he noted.

Now signed to Sony Music Thailand—a label with a strong track record of developing artists for international audiences—Jaonaay is at work on his debut album. Though his roots lie in pop and R&B, he remains eager to experiment with new sounds. He belongs to a rising generation of Thai musicians helping propel T-pop onto the global stage. As one industry analyst observed, “Thai pop is undergoing a creative renaissance, with artists like Jaonaay leading the charge in both production quality and cross-cultural appeal.”

Music is a family affair for Jaonaay. He is the son of Jetrin Wattanasin, a household name in Thai entertainment since the ’90s, whose influence Jaonaay cites as inspiration rather than pressure. His brother, Jaokhun, is also making waves as a T-pop performer, creating what Jaonaay describes as a healthy mix of support and sibling rivalry. Before committing fully to music, Jaonaay began his career as a model and scored an early hit at age 17 with “Kon La Chan,” which has since surpassed 114 million views on YouTube. He remains open to exploring acting opportunities, particularly as Thailand’s film and series industry continues to expand.

Looking forward, Jaonaay is approaching his rapid rise with gratitude and readiness. “I feel incredibly fortunate for how things are unfolding,” he shared. “My focus is on staying prepared and embracing every new opportunity that comes my way.”