This study examines the key factors influencing Japanese investors' decisions to direct investment into Thailand. As Thailand has emerged as a significant destination for foreign direct investment (FDI) from Japan, understanding the underlying drivers behind these investment choices is crucial for both policymakers and business leaders. Utilizing a mixed-methods approach, the research combines quantitative analysis of investment data with qualitative insights from interviews with key stakeholders in the Japanese investment community. The findings reveal that economic stability, favorable trade policies, and strategic location are primary drivers for Japanese investors. Additionally, factors such as market potential, infrastructure quality, and political climate also play significant roles. This study provides valuable insights into the investment behavior of Japanese firms and offers recommendations for Thai policymakers to enhance their attractiveness as an investment destination.

Japanese investment, foreign direct investment, investment drivers

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