Thailand Generation Z
Gen Z is the people who were born in the 1990s–early 2010s. Gen Z is more familiar with a Digital Lifestyle than the previous generation. Gen Z is also familiar with CD Players and with the smartphone, being the generation that fits into both late analog and digital technology.
Thailand's economic performance, calculated by Gross Domestic Product (GDP) growth (annual%), did not peak during the years that Gen Z was born, especially when compared to the high-growth era of the 1980s.
During the shaping years of Gen Z in Thailand, the country faced a multitude of challenges, including the Tom Yum Kung economic crisis and several political issues like coup d'états. These events have significantly shaped the perspectives of this generation, differentiating their perspectives and thought processes from those of previous generations.[1]
From the Thai Educational Government system, Gen Z learn and use Thai as a first language, similar to English as a second language. In Bangkok, the educational system seems to be more serious than in other provinces. Most of the population tends to be centralized in Bangkok. This can reflect the overall economy and education in Thailand.
Demographic
Thailand's Gen Z population, generally defined as those born between the late 1990s and early 2010s, makes up a significant portion of the country's demographics. According to a 2023 Thai PBS report, Gen Z accounts for over 7.6 million individuals. They have a large presence in upcoming elections, with over 800,000 Gen Z members intending to vote for the first time ("New Voters"). This highlights Gen Z's potential to influence political and social landscapes within Thailand.
Education
In Equality in Education
Thailand's economic landscape is formed by significant wealth gaps between urban and rural areas. Families in rural regions often lack the financial resources to afford quality education for their children, including increased tutoring or advanced learning materials, which are more accessible to their urban counterparts.[2]
The geographical distribution of educational institutions in Thailand means that quality schools and universities are mostly located in urban areas. Students from remote or rural areas face difficulties accessing these institutions due to distance, transportation issues, and the cost of living away from home.
Although the Thai government has made efforts to improve access to education,[3] variations in the allocation of resources and funding continue to exist. Schools in wealthier areas frequently receive more funding, enabling them to provide better facilities, more qualified teachers, and a wider range of extracurricular activities.
Tutoring Culture
Tutoring culture in Thailand is a prominent feature of the country's educational landscape, reflecting the high value placed on education as a pathway to personal and professional success. This culture is deeply ingrained in Thai society, where academic achievement is often seen as a key to future career opportunities and social status.[4]
Art & Culture
Thai Gen Z shows a growing interest in and appreciation for art and culture, especially K-pop culture. There is popularity in the increasing number of art exhibitions, a mixture of cultural experiences, and newly relaxed artistic spaces.
Social media plays a role in making engagement with art a trendy activity. Gen Z values the preservation of arts and culture, as seen in their support for projects like saving BACC (Bangkok Art and Culture Centre). However, challenges like work schedules and high living costs still hinder full participation within the arts scene. Even so, Thai Gen Z continues to express hope for the growth of Thailand's artistic landscape, finding inspiration and a sense of community within the country's expanding cultural offerings.
Social and Trend
Loneliness
Digital Connectivity vs. Real Connection: While Gen Z in Thailand is the most digitally connected generation in history, there's a growing realization that online interactions cannot fully replace real-life connections. Social media platforms, despite providing a space for virtual interaction, often lead to feelings of isolation and loneliness.
High Expectations and Academic Pressure: Thai society places a strong emphasis on academic success and career achievement. For many in Gen Z, this pressure can lead to isolation, as the pursuit of academic and professional goals takes precedence over social interactions and hobbies.
K-pop Impact
K-Pop has deeply influenced Thai Gen Z, fostering a passionate fan base within the country. Research suggests a strong correlation between K-Pop fandom, satisfaction with K-Pop idols, and brand loyalty within Thai Gen Z consumers. K-Pop's impact encourages Thailand Gen Z to buy K-Pop products such as clothes and skincare, with fans keen to buy products endorsed by their favorite artists or groups. This presents significant economic opportunities for companies to leverage K-Pop stars' influence for selling products. The trend does not seem to slow down, and it's likely that studies on K-Pop's impact on Thai Gen Z and similar demographics in other Southeast Asian countries will continue.[5]
LGBTQIA+
Thailand's Gen Z shows a growing acceptance of the LGBTQ+ community compared to older generations. However, the fight for full legal equality continues. Research identified that LGBTQ+ members of Thai Gen Z desire the freedom to express their identity openly and wish for the same legal rights afforded to heterosexual couples, including marriage and adoption rights. They seek greater open-mindedness and acceptance from families, friends, and the broader society. Studies like this highlight both the challenges and changing attitudes surrounding the LGBTQ+ experience for Thailand's youth, highlighting the need for ongoing dialogue and legal reform to achieve true equality.
Pet Interest
Pet ownership is a notable trend within Thailand's Gen Z. Often called "pet humanization," the practice of treating pets like beloved family members is on the rise. (to balance the loneliness in society) This trend is driven by social changes like late marriage and smaller families, leading Gen Z to seek companionship and emotional support from animals. Moreover, increased awareness of animal welfare encourages Gen Z to adopt pets from shelters rather than purchasing them, showing their socially responsible attitudes. The rise of pet-friendly developments and businesses marks the economic significance of this growing trend within Thai society.[6]
Reference
- ↑ Get to know Gen Z and become Top of Mind: wing brand-building strategy on LINE. (n.d.). Retrieved from LINE for Business: https://lineforbusiness.com/th-en/business-case-study/genz-topofmind
- ↑ Gavin John Nicholson, & Pongsira Kongthaewtong. (2021, August). Thai Generation Z: The Evolving Paradigm of Leadership in the Kingdom of Thailand. Retrieved from TIIKM Publishing: https://www.ijbssnet.com/journals/Vol_12_No_8_August_2021/9.pdf
- ↑ Towards a Learning Society in Thailand. (n.d.). Retrieved from Ministry of Education: https://www.bic.moe.go.th/images/stories/book/ed-eng-series/intro-ed08.pdf
- ↑ Preechapanich. (2022). Education in Thailand. Retrieved from UNICEP Thailand: https://www.unicef.org/thailand/what-we-do/education
- ↑ U-Dee S, Robkit A, Vock-Wannewitz B, Feldmeier G M, & Sriyanyong P. (2022). INFLUENCING FACTORS FOR THAI GENERATION Z . Retrieved from TIIKM Publishing: https://www.tiikmpublishing.com/proceedings/index.php/icedu/article/download/951/766#:~:text=In%20Thailand%2C%20Generation%20Z%20is,Baby%20Boomer%20and%20Generation%20X.
- ↑ Agater. (2022). SO MANY VIEWS : THE INFLUENCE OF TIKTOK “BLOW-UPS” ON THE MENTAL HEALTH OF GEN Z CREATORS. Retrieved from University of Twente: https://essay.utwente.nl/91480/
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