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The raw cool of Bangkok

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Summary

This article discusses the concept of 'Thainess' and how it is being explored in Bangkok, Thailand. It looks at the city's creative class and how they are championing a rootsier past, from design agency 56th Studio and Citizen Tea Canteen to contemporary art galleries. The article also discusses how the city's food scene has taken the world by storm, exploring how chefs are rediscovering the recipes of their childhood and how global hospitality brands are investing in Bangkok. Lastly, the article details how Bangkok still maintains its unique raw energy, despite the changes that globalisation has brought.

Q&As

What is the Tourism Authority of Thailand's "Discover Thainess" campaign?
The Tourism Authority of Thailand's "Discover Thainess" campaign is a tourism campaign that has spent billions of baht on billboard ads, influencer trips, and virtual-reality tours around the kingdom’s rural corners to show the world that there’s more to the country than gilded temples and buckets of booze.

How has Bangkok's creative class championed a renewed appreciation for all things Thai?
Bangkok's creative class has championed a renewed appreciation for all things Thai through works that draw on everyday themes, collaborations with rural weaving communities and farmers foraging plants for natural dyes, and progressive Thai-Chinese restaurants.

What has been the world's response to the Bangkok culinary scene?
The world has taken notice of Bangkok's culinary scene, with contemporary Thai restaurant Le Du taking the coveted top spot in this year’s Asia’s 50 Best Restaurants, and on the global longlist, Bangkok has more entries than the traditional culinary powerhouses of New York City and Tokyo.

What is the trend of global hospitality brands in Bangkok?
Global hospitality brands are betting big on Bangkok, with The Standard making its Thai debut on the top floors of the pixel-swirled King Power Mahanakhon tower, the Soho House group operating its new colonial-styled clubhouse in downtown Sukhumvit, Aman opening an urban retreat amidst the lush embassy grounds of ritzy Phloenchit, and five new hotels (an Andaz and Ritz-Carlton among them) slated to open in the One Bangkok mega-complex.

How do locals and visitors experience the "raw energy and natural creativeness" of Bangkok?
Locals and visitors experience the "raw energy and natural creativeness" of Bangkok through flashes of marigold, near-misses with rattletrap tuk-tuks, and nose-tingling wafts from roadside som tum stalls.

AI Comments

👍 This article does a great job of exploring Bangkok's unique culture and how it has been adapted and preserved in the modern age.

👎 The article fails to mention the environmental costs of gentrification and development in Bangkok, which has had a damaging effect on the city's heritage.

AI Discussion

Me: It's about how Bangkok is becoming an increasingly popular destination for global hospitality brands, and is seeing a revival of Thai culture and cuisine in its creative class.

Friend: Wow! That's amazing. It sounds like Bangkok is really thriving and growing.

Me: Yes. It's interesting to see how the city is embracing its culture and traditions while also welcoming modern hospitality brands. It's a great example of how a city can be both modern and rooted in its past.

Friend: Absolutely. It's also a great example of how international businesses can come to a city and benefit the local economy. It's exciting to see how Bangkok is adapting and changing.

Action items

Research more about the concept of Thainess and how it is being used to promote tourism in Thailand.
Explore the different restaurants and cafes in Bangkok that are celebrating Thai cuisine.
Follow the work of the creative class in Bangkok, such as the designers, chefs, and artists, to learn more about their work and how they are promoting Thainess.

Technical terms

Raw cool: A term used to describe the unique and vibrant energy of Bangkok.
Thainess: A term used to describe the unique culture and identity of Thailand.
Cha yen: A type of Thai iced tea.
Benjarong: A type of traditional Thai ceramics.
Kerbside hubs: Areas of the city where street food is sold.
Super-billionaire: A person with a net worth of more than one billion dollars.
Soft power: A term used to describe the ability to influence others through culture, values, and ideas.
Faux-nostalgic: A term used to describe something that appears to be nostalgic but is not.
Degustation: A type of meal where multiple small courses are served.
Fusion: A type of cuisine that combines elements of different culinary traditions.