Loving the good-looking in Thailand

February 28, 2007 at 1:16 pm 6 comments

Linda (MindShare, Bangkok) writes: thaislookgood.jpg

While using the latest 3D data out for Thailand for brand planning, pitches, and so forth, we came across this interesting piece of news.

If Thais were to choose what would be the key factor of an ideal partner and they were only allowed to choose one, being good looking tops the list! (26% of the total population) What’s second and third? Being modest and being financially secure respectively. More ‘character’ traits like very moral, sense of humor, personality were voted for by about 10% of the population each.

No wonder there is such a big boom for the beauty business here in Thailand. Walk into a regular shopping mall, and you’ll see at least three beauty clinics for the latest quick fixes for your face and body…lasers, botox, collagens and I’ve already lost track of the latest technology. And the market for functional drinks that is really all about being skinny and good looking… I could go on and on.

I guess first impression do matter…fortunately for those who have the looks, they are definitely at an advantage in Thailand. But if you may be lacking thereof, for the gentlemen, you can probably get away with having the cash (women voted this as 2nd most important criteria) and ladies, if you don’t have the looks you still need a great body to be considered by the general Thai male.

Sad to say…what a superficial society we live in.

Entry filed under: media general, thailand.

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6 Comments Add your own

  • 1. Charles Frith  |  February 28, 2007 at 5:15 pm

    Koosang Koosong is the magazine above, and means Perfect Match (it’s a little low brow but the point is not lost) what we have here is the ideal “perfect match” in the sense of two people who will compliment each other for the rest of their days. Instead we have two manikens devoid of character and both airbrushed to the same level of perfection that it would be tricky in bad light not to mistake the guy for the girl, or vice versa. God only knows I’m not exaggerating.

    Indeed, beauty is veneer deep in the land of smiles; as indeed are the smiles if one can tell the difference between ‘Yim me lessanai: ‘The smile that masks something wicked in your mind’ and Yim thak thaan: “You can go ahead and propose it, but your idea is no good.” Maybe it’s this somewhatsurface culture that explains why the ‘campaign for real beauty’ was quietly dropped in Thailand. Most cultures embrace the idea of beauty in many forms. It’s this maturity (and intelligence) which enables women of all hues to revel in their natural beauty without succumbing to endlessly dull repetition of superlative models in ads with infinitely dull scripts. Advertisers and marketers should take responsibility for the mindless brainwashing this induces in a whole generation. Repeatedly bombarded with visuals which say, if you don’t look good enough, you aren’t good enough.

    Of course that is nonsense and shame on us for doing so.

    But here’s a quick repartee coin flip before departing, that I’ve been using for a while now and highlights the plight of many Thai women in the beauty game that I formulated through ethnography, focus groups depths and plain observation over the years. Thai women are blessed with spitefully good looking genes which makes the whole beauty game elevated to another level. How many time starved sky-train girls I’ve seen who’ve clearly spent an hour plus getting ready in the morning is evident for a guy who pays attention to details (and I do). It’s a frightening investment of time in a traffic jam Metropolis, and just shows how competitive it is out there. In marketing this might be called the beauty game hygiene factors, but that might lose a few people in the bathroom here, and that’s not what I’m talking about.

    Then on top of all that, Thailand is easily the most gay country I’ve ever come across. All fine and dandy but sheesh, doesn’t that put the pressure on the ladies to compete for a smaller gene pool? I’m serious. Sure there’s a whole bunch of guys who get married and keep it quiet but if I had a dollar for every offer. Well, there’d be more than a few bucks to my name.

    The last competitive hurdle for Thai women to overcome in the beauty game, are the Thai transsexuals. Even the fellas (katoey/ladyboy/chicks with dicks) are prettier than the most amazing women, and so as I advise when asked by newbies in town, how to tell the difference. “If it’s too good to be true. It probably is”. Which brings us back to Koosang Koosong doesn’t it.

    Don’t get me on skin whitening armpit deodorant or cracked heel moisurisers. I could go on for hours 🙂

  • 2. oakie  |  March 1, 2007 at 5:49 am

    This made me think about “what is real good looking?” or “what is real beauty?” / i often hear people mumbling why they don’t look good as she/he is. I think the bottom line is influence, what kind of influence do Thai people need? Dove’s influence may not work well but i believe Dove did plant a seed in someone’s mind that real beauty comes in any shapes, sizes, and ages. We, as a Thai people, are just lack of great influence that truly trigger our mind.

  • 3. oakie  |  March 1, 2007 at 5:51 am

    P.S. Charles, i love that you mentioned Yim me lessanai and Yim thak thaang.

  • 4. jim  |  December 31, 2008 at 8:24 am

    Yeah, the cover of Koo-Sang-Koo-Som is always great. The title is meant to successful couple in their tase and choice. Well how many married couples do really obtain their goal? That’s is a big questionmark. In ths material world people tend to marry the millionair so that’s what he/she wants. Money can hardly be the bliss. May I again point out that the whole material the the megazine is mainly tell you how go get sustainable living, not what disguised by the cover.

  • 5. semira  |  October 16, 2009 at 5:46 pm

    i want to be ur friend

  • 6. pletchermka  |  June 7, 2012 at 3:54 pm

    Votre message peut 锚tre aussi bon que a d’un individu capacit茅 de cr茅er l’id茅e. Votre confiance au sujet de cette est en r茅alit茅 cette s’il vous arrive d’ mettre la main sur ont concise que vous avez vraiment croire que accomplie men茅e atteint un conte la loi, vous 锚tes 脿 l’int茅rieur trompe chaussures de foot en salle entreprise. – Robin le Boy Wonder McKinley http://www.chaussuresdefootballpascher.com


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