youth culture report bangkok

youth trend report Bangkok

The rise of Asia

In assignment of Trendwolvesby Esmée Schönfeldt - Studio Branding

foreword

Asias Youth Culture is endlessly diverse. A youth culture where people meet in extra-ordi-nary places, people live fast, are trendy, care about each other, have a high ability to work and learn and share with each other. The youngest generation differs a lot from the two generations before. The difference lays in the background; where their grandparents tried to fit, as good as possible, in a suit that made them comfortable doing business with America. They didn’t explain to Americains who they are, where their culture originates.

The new generation is proud of their background. This generation shows that the world cannot avoid their culture; they stand up to say ‘we have our own capabilities, we will show you from now’. They work very hard to tell this story to companies, people from other countries, even the government. And always with a smile.

The Asian youth culture is very diverse, creative, blowing and in contradiction to most people’s vision: innovative. In comparison to Europe the attitude is very flexible. You want any change in the product? No problem. You don’t like black? No problem.

The abilty of them to care so much about your preferences makes it a continent where imagination never stops.

Meet a culture which will make big steps in the future, and where we, now for a change, can learn from. I hope you will enjoy this report about the massive, inspiring and most of all sustainable youth culture in South East Asia, in particular in Bangkok.

Esmée Schönfeldt - prognose & trendwatcher Studio Branding

Youth Trend Report - Asia 2011 - Trendwolves by Studio Branding

interviewees

On the right you will find the people that were interviewed, especially for this report.

The word youngsters is being used for them who are prospect of this research:

* Youngsters = people between the age of 14 - 25 years old.

I’m Kim, 23 years old, graduated in mass-media and I was born in a village nearby Bangkok.

I spend a lot of time on new fashion and I want to become a stewardess.

My name is Joonpyo Leem. I’m 26 years old. I was born in South Korea, Seoul.

I study Material Engineer-ing. I like traveling around in Asia, to see the differences with my own country.

Sittichai, 21 year old, and I live in Bangkok. I study Interior Architecture.

I like art, fashion & new things and therefore I went to the BACC - Bangkok Cul-ture Centre. **location where this inter-view has been taken.

I’m Som (Som means or-ange). I was born in Bang-kok, Thailand. I’m 22 years old.

I graduated in Interior Archi-tecture from the Architecture and Design School, King Mong.

Hi I’m Miss Nuttiya Prapa-sitsil. I was born in Pichit, Thailand.

I study in Interior Architec-ture. I like to work hard and make my parents proud.

My nam is James, I’m 22 years old, I was born in Bangkok .

I study interaction communications.

My nam is Chawalit, I’m 20 years old and I was born in Bangkok.

I study Informatics at Ramkhamhaeng University, the biggest one in Bangkok.

I’m Amurnpun, I live in Bang-kok, I was born in Chiang Mai and I’m 27 years old.

I gratuaded two years ago and now I have my own label.

My nam is Duangtip, I was born in Ayutthaya, I’m 18 years old.

I study information engineer-ing and I want to becomea wealthy man.


topics

1. Looks & codes

2. Skills & crafts

3. Connect

4. Travel & mobility

5. Underground & mainstream media

6. Rebellion

7. Gathering

8. Happiness

9. Future & ambitions

InterviewsHipster section

1 . l o o k s & c o d e s

looks & codesWelcome to the first part of the serie ‘Youth Culture Bangkok’. This first part ‘looks & codes’ shows the way younsters dress, act and live like in the city of Bangkok. During their daily life, but also other special occasions. Roughly, there are two styles defined on the streets; the fashionable kids show their faces at cultural district, to be aware of new trends but also because they like the way their country envolves.

On the other side, there are the conservative, traditional school girls and boys, which look like the old days. As the traditional uniform is still the policy (some break it though), youngster want to compensate this when they are ‘out’. After school they can wear what they want. It shows when you go to the cinema on Saturday night. It is like you are going to the Grammy’s; glitter everywhere. It’s a ‘way of escaping’. This is a clear sign against the traditional style and the new trendy lifestyle they aspire. And it’s exactly what is happening in daily life: traditional and trendy go hand in hand. It is Asia’s identity for not being different, to do the same things like everyone does, to be a mass product. But the youngsters in Thailand tend to pay attention to their unique com-ponents; they want to make a difference (in their spare time). Take a look, the next page.

Keywords:

- Most important code: be nice- Conservative is mandatory in school- Compensate outside school

To highlight the contrasts of the traditional and the trendy lifestyle, there is an extra sec-tion called ‘traditional style vs. the hipster’, after the interviews.


< Left: rockband performing in Bangkok. Rock is very populair in Asia.

> Right: Adidas, Viet-nam, Hanoi.

> Below right:at the Metro, conservative dressing & progressive dressing.

< Left corner:designer at Siam square, Bangkok.

< Left below:traditional school girls.

looks & codes

> Left: two girls at shoppingmall MBK, Bangkok.

< Left: interview-ee Koyoo in Viet-nam, who ‘wants to be different but not look an idiot’ he says.

< Left corner: two trendy guys sitting at Siam Square (creative district), Bangkok.

> Left below:two young guys at MacDonalds, MBK, Bangkok, especially the plaster on the glasses of the left boy.

“I always go to shop at a second -hand market at night, at Siam Square”. - Nut-tiya, 23 years old.

2 . s k i l l s & c r a f t s

skills & craftsNeedless to mention, Asia will be (on of) the leading continent(s) within the next few de-cades. Where China is leading, the surrounding countries will provide of its growth too. Therefore, the economy will make a shitft from the Western to the Asian consumer. How do the citizens prepare people themselves for those coming changes?

The answer: Asians are masters in creating. Imagining. Concepting. It became clear during the graduating exhibition of students from the Architecture and Design discipline. Precious items are being made, in very original ways. For example: imagine an architect creating a concept out of ice. Tough? Not here. Out of the box is a principle they use everyday, as they needed it before. In poor times. Stunning: Global Warming ice from it, as a concept. Or bikini ice as a warning sign for heavy sun. Those are examples of final assignments on school. Out of the box for commercial purpose, the market is growing for new opportunities to become ready for the huge amount of orders they will get. For the products they may deliver over time and for goals they have to achieve in the near fututre.

“I think that the politics are different now and that we have the space to create creative business”. - Chawalit, 20 years old Keywords: - Dare - Diverse- Challaging - Big dreams- Succesful


skills & crafts

< Up left: Conceptual ice-cream from gratuated students.

< Left: work from a students in the BACC hall.

< Up right: designer works hard to make a living from his business.

> This picture: an exhibition photographed by a youngster.

Cool? “ I dont know. I’m just being myself” - Kim, 23 years old.

> Up left: a couple visits the exhibition of graduated students from Architecture & Design discipline.

> RIght: a pact of young designers drawing in the BACC (Bangkok Cultural Centre).

< Below left: guys break-dancing in Hanoi.

Cool? “ I dont know. I’m just being myself” - Kim, 23 years old.

3 . c o n n e c t

connectivityOn average a person in Asia has a minimum of two mobile phones available. And this number rises quickly. With itss increasing societies, there is never enough apps, features, and location based solutions to reach each other. Or maybe not?

How does the younger generations handles the fact that everyone is available, every-where, all the time? It is freaking them out? Or do they go with the flow? Are they pro-ducing apps like Repudo already, which is about delivering messages on a particular environment so people have to pick them up at a certain place, as a sign against mobile anywhere, anytime communication? To make it special again?

The youngsters I have spoken with, go with the flow. They absolutely love the possibilities of social media, they embrace it. There was only one guy, Chiwalit, who gave a clear sign: “I don’t use social media a lot”. When you take a look at his picture next to the interview in the back of this report, you see a young guy knowing what he wants, his body language tells it. Here is not going with the flow. Nature is; where there is stream of people going for something, a small stream of people wants the opposite. Time will learn us whether Chiwalit is a sign for a bigger movement. “I don’t really use social networks”. - Chawalit, 20 years old. Keywords:- Always & anywhere- Blackberry most seen- Highly support each other- Positive- Facebook all day


< Left below: ad from Nokia for connecting her young clients.

> Up right: even at the hairdress-er still being ‘available’.

> Up left: typically youngster busy in the train.

> RIght: young kids in McDonalds.

connectivity

“I say hello to my friends about 10 times a day. On-line.” - Kim, 23 years old.

> RIght: meet The Message bar. Everything in this 20m2 area is about sending and receiving a message. By a picture, by a post it, just a simplle message for the next coffee drinker to make its day a little better. Offline. Sign against always & anywhere communica-tion?

< Left: supporting messages for graduated people.

4 . t r a v e l & m o b i l i t y

travel & mobilityWant to go for a ride? It’s not that simple in Bangkok. Of course you can get a cab or take a bus but the chance that you will arrive on time is small. Therefore, luckily, in 1999 the skytrain came up in the scenery of Bangkok’s business district. Most youngsters take this train to go to Ramkhamhaeng University (the biggest University) if they don’t have a motorbike (nr. 1 way of transport). But as students more and more follow classes online, they social roads are the way to the class room.

Besides traveling in the city or local roads, youngster would love to explore the countries around them. “I hope I will see a little bit more of the world”, says Chawalit, 20 years.

Even though there is are traffic jams everyday, the queues are still rising. Capital Bangkok becomes more and more populair. The skytrain is a good solution but doesn’t go anywhere. “It’s really a problem”, says Kim, 23 when I ask her about this topic. “I didn’t had any lessons via internet but I think it would be a good solution for the future. Maybe people can work that way more often too. Otherwise the skytrain really needs extension.” For those who say “time is money” the decision is easy.

Keywords:- National (still)- High expenses - Popularity of motorbike- Internet eliminates certain travels


travel & mobility

“I walk, take the bus and take the skytrain”. - Duangtip, 18 years.

“I use the skytrain a lot, mostly to MBK (shopping center, red.) to go to my aterlier nearby. It’s the fastest way to get somewhere.”. - Amurnpun, 27 years

< Up left: the daily traffic jams in Bangkok.

< Double left: metro which is being used by students & commuters mostly.

> Left: people corssing enormous streets.

> Right: bus, skytrain and motorbike transport, the most populair ways of transport in Bangkok.

“I walk, take the bus and take the skytrain”. - Duangtip, 18 years.

< Up left: the daily traffic jams in Bangkok.

< Double left: metro which is being used by students & commuters mostly.

> Left: people corssing enormous streets.

> Right: bus, skytrain and motorbike transport, the most populair ways of transport in Bangkok.

5 . u n d e r - g r o u n d & m a i n s t r e a m m e d i a

mainstream & underground mediaMainstream media in Asia, name a city and you will find bigger than big billboards wel-coming you to the place you are going to visit, often by known brands. Nothing new when we look back at the last 40 years. Bookshops are full of International magazines, showing the western lifestyle as an example. As long as those Western companies do not serve the Asian costumer, the opportunities will stay open.

Underground media in Asia; every youngster is active, for almost all day, on social networks. The awareness is there, the prospects are online, now it is the advantage for publishers and advertisers to gain trust and loyalty to their online activities. “Reviews on internet convince me whether to buy a product or not”. - Kim, 23 years old. The the link from offline to an online environment is noticable in daily life. There is a lot to win.

At the same time fear is noticed amongst buying online. Youngster were being asked if they do buy something online. “Good material or look cool convinces me, I want to see the product myself, because I don’t always trust reviews on internet.” - Sittichai, 21 years old. Again the sign: gain trust.

Keywords:- Traditional (big is still the objective)- Rolmodels are ofter punkers- Link with social media is not used that much


media

> Right corner: big is seen a lot in Bangkok.

> On the right; traditional way of advertising for mass me-dia.

> Down: Radiostation tries to identify with youngster with rocking rolmodels.

“I do not spend more than 500 baht per week, (€12) mostly for eating, movies and shopping for new gadgets” - Som, 25 years old.

< This page: when it comes to fashion, alll the big labels are available; Vogue, Elle, Marie Claire, Instyle, Womens weekly, Cosmopolitan, Bazar, etc. Although most Thai do not speak English very well, the pictures speak out loud to them.

> Under: a boy takes a look at assortment for his order from internal promotions.

> Right corner: big is seen a lot in Bangkok.

> On the right; traditional way of advertising for mass me-dia.

> Down: Radiostation tries to identify with youngster with rocking rolmodels.

“I always believe in a product with cre-ative, strange details. It’s about the first impression”. - Nuttiya, 25 years old.

6 . r e b e l l i o n

rebellionRebelling is not something you do in an outradous way in Asia. To be a hipster is already a way of expression yourself which is considered as ‘new’ and different. Rebelling goes in a friendly way. Where youngsters in Europa oppose against the government in ways like try to bully each other, set up collaborating partys but and try to get money from their parents for even more drinks, Asians do different things. It’s almost like youngsters simply don’t have time to waste, to something like rebelling. They need to go forward.

For example: ever heard about a Asian hacker (from young age)? Ever noticed a young grumpy Asians on the street? Although they have the knowledge, they have different things on their minds. “I like to work hard and make my parents proud”.- Nuttiya, 23 years old. This young generation has a goal and that is striving for a good future. As a brand you can help them with gaining one by handing sustainable products.

Keywords:- Thinking about consequesnces- Conservative- Family image- Looking for solutions


<Upper left; youngster with coloured eye lenses and blonded locks with a perm.

< Left below; the suc-cess of label No Name shows the affection towards new labels without a shouting mark on it.

rebellion

<Upper left; youngster with coloured eye lenses and blonded locks with a perm.

< Left below; the suc-cess of label No Name shows the affection towards new labels without a shouting mark on it.

> Left below: rebelling in Asia you do with a thought. For example changing the world, instead of just keep on buying the products that harm the environment. Or stand up for local rights. More and more people become aware and espe-cially the younger generations stands up.

Amnesty International declares to have more and more members from young age. standing up for their rights regarding loans, working hours, and other basic standards.

7 . g a t h e r i n g

gatheringAs the most technical products come from Asia, Asians are one of the first societies to have the ability to use technical features quickly after an invention (whether it was with a fake item or from the original brand). And what is the biggest invention since the last 10 years? Hardware & tools for social media. Asians embraced the online conversation very quickly and therefore they made a big step towards sharing information and being sur-rounded with eachother. There is two reasons for that.

1. From origin the culture is based on sharing. 2. The ability to adopt new features, makes them fast learning.

Due to a difference in culture (in the Western culture it’s humiliating to have your attention on something besides the conversation you have) Asian people talk as much as possible with each other, all day. Online and offline, simultaneously. When they meet, on aver-age once a week with a group of friends. It takes at a few hours to a whole day admits at least 4 of the interviewees. “All day I’m online on social networks, mostly on Facebook. I also use Ping and a Thai variant of Facebook. It’s not bad to have a conversation when meeting other friends, it’s normal.” - James, 22 years old. Usually friends and family are seperated groups in their lives.

Keywords:- Meeting up is typically Asian culture - On/off line simultaneously- Sharing good times


gathering

< On the left two girls in a coffee corner, having good times on a lazy Sunday afternoon.Sharing stories with each other offline and meanwhile a conversation on their mobile online.

“ I see my friends almost every day. In school or somehwere else, at the shopping mall for example.” - Duangtip, 18 years old.

> Below Vietnam girls sitting together after school on the cities most famous meetup place; the fountain.

> Below left: Americain style lunch with different kind of donuts in MBK shopping mall.

> Up left; Sharing, talking, make fun online and offline during lunch at MBK shopping centre. Having food together is the standard in Asia.

“I meetup with my friend for a day or an evening but some-times just a few hours”. - Duangtip.

8 . h a p p i n e s s

happinessWhen asking someone, ‘what makes you happy’? you will never get answers in a global way. People will say, a lot of money, a good health, a good relationship with family and friends. Of course, that is what makes people happy, but the core objective is, what makes people happy for buying new things? What people thrives usually has one goal; to become happy. Maslov invented its pyramid which show the different stages where in we behave. Now in what stage in the young population of South East Asia at the moment? And in what way is it different from the youngster in Western countries? That is the cen-tral question in this chapter.

During the way it became clear that Thai people are used to look for happiness in them-selves. They are not used to buy new things every season. They are not used to the H&M mindset, which is all about consuming and which we have for decades already (in Europe). Therefore, as a seller or a brand, you have to come up with something good. Something youngsters believe in, a thougt that supports them in the way to the top, where they work so hard for. For example; by handing food that makes you live longer, a way of producing that is sustainable and friendly for the environment. Or the ‘daily- prod-uct’ way; to make your hair just that little bit longer. Regarding this topic, there is a big difference between young people and the older generation. Youngsters do feel the need to bring something extra to the world, while their parents are still striking for money.

Keywords: - Family- Personal success- Friends- Health


happiness

> On the right; personalised prod-ucts and tailer made music; feel yourself special and let it hear to the people that are close to you.

Group culture is still very important in South East Asian and the biggest metaphore for happiness.

“My friends group is really funny. Everyone uses humor codes”.- Joonpyo Leem / 26 years.

“It is ‘cool’ in my friends group to trust together, to be enthousiastic, help each other, bottoms up.” - Sittichai, 21 years.

happiness

> On the right; personalised prod-ucts and tailer made music; feel yourself special and let it hear to the people that are close to you.

“The new generation is open for conceptualisation, in comparison to my generation. Sell something

with a mind, a body and a soul. Young people are looking for concepts with a thought” -

Apichart, artist, 53 years old”.

9 . f u t u r e & a m b i t i o n s

future & ambitionsMeet a generation that is endlessly ambitious and has a plan since day one when they start at university. The social system doesn’t support students in any way. There is no scholarships (not regurly) available which makes it impossible for everyone to make it happen to enroll their talent. Most students rely on support from home, others make a living from a job besides their study. A populair way is starting a webshop. For example designer Nokhook, which has a webshop already from the age of 22. “I wouldn’t know in what else way I would make a living”.

As a logical result, it’s specificly dedicated students at universities whether it’s about creative & art studies or law school. After all, you would better become a docter, much saver than to become as designer. As a result that if they go an achievement; everything is considered. Not many students are switching from discipline to discipline or trying to find themselves the right education; no, they are on a mission.

It takes a long way to make it to the top. The population grew in the past 50 years with almost 40 million people. Just like in China, youngsters feel the need to be competitive. At the same time, work has to mean something, for themselves, as well as for other peo-ple. “I hope I can help more people with my work this way”. - Amurnpun, 27 years old.

Keywords:- Non-stop- Big dreams- Diverse- Challanging- Succeful


“I gratuaded two years ago and now I have my own label, which shows kids from the streets and how they try to survive. How do I see myself in 10 years? As a succesful photog-rapher who can make a living from its own work. I hope to help kids from the streets, so they have a good live too. - Amurnpun, 27 years old.

“I am a designer and I run a shop with my mom. She takes care of the administration, I make the designs”. - Nuthakorn (previous page), 25 years old.

future & ambitions

t h e h i p s t e r v s .t h e t r a d i -t i o n a l

‘hipsters’ & ‘traditionals’As the government tries to stimulate new, innovative thinking, people dare to be diffrerent and so the hipster, the phenomenom of alternative young people, gets out in Bangkok. Meanwhile the traditional aspects of the culture still remain. Look at the school uniforms, the the need for security without having a safety net from the government.

“Hipsters (also scenesters[1]) are a subculture of young, recently settled urban middle class adults and older teenagers with musical interests mainly in indie rock that appears in the 1990s. Other interests in media would include independent film, magazines such as Vice and Clash”. - Wikipedia, 17th September 2011

Who are the hipsters? What do they look like?

The hype is already gone for quite a while in America and Europe, the curiousity to inves-tigate if there is still a chance for the hipster in Asia, was there. Is he alive or is it a dead phenomenom as well?

“My generation is more fashionable, opened, lazy and comfortable. It’s a big change.” - Nuttiya, 25 years old.

Will the new presidential candidate in Thailand, which is a woman, change this for citi-zens to in the near future? If she won’t the gap between traditionals and hipsters only will be bigger in the future.


hipsters“For next 10 years, I think I will achieve my work and life; living with my lovely family, be a good interior designer, open my own design firm with my closest friends and have some money ready for next dream, start travelling from 77 prov-inces in Thailand to around the world.” - Som, 26 years old.

> Left to right; a collection of hipsters or ‘trendsetters’ in their local environment. The guy in the middle comes from Laos; his different flip flop is not a mistake; “it a fashion statement”. Although he may just say some words in Eng-lish, he is different in the place he comes from.

“For next 10 years, I think I will achieve my work and life; living with my lovely family, be a good interior designer, open my own design firm with my closest friends and have some money ready for next dream, start travelling from 77 provinces in Thailand to around the world.” - Som, 26 years old.

traditionals

> Left & up: traditional school uniforms worn by Thai girls. Once there was a conversation about the girls tenue; it was too short. As the girl up approves with an updated version.

The differences between poor and rich, trendy and traditional tend to shape big differences between groups, in dailly life, in Asia. Meanwhile, different youth groups blend mix toghether and ainst all expectations, these contradictions go hand in hand with each other in daily life.

Young people in Bangkok are loyal while young people in surrounding countries need to fight against standards, government and companies. There is a gap in evolvement, with Thailand going on the spot. The history of the Asians goes back for a long time. But when we compare it to the West, changes go faster then ever.

Thailand is a headliner when it comes to democration. Where Twitter and Facebook are allowed, which are not in Laos, Vietnam and China for example. The surrounding coun-tries found illegal ways to use these social networks, and so it says a lot about the open culture of Thailand. It means that opinions are to be heard and that there is space for initiatives. A basis for growth and innovation. It is unlikely to think that Thailand will grow faster than China, but it won’t cope with resistance from society as much as China, Laos or Vietnam. We will find out in the future. When it comes to the hard working mindset of youth in Bangkok, evolvement is not going to be a problem.

reflection


Every input is based on everything I have seen and every one I spoke with. Sometimes quotes are mentioned in the body text, which are not part of any questionere, that has been a conversation with someone in a store or on a busy spot, where there was no possibility to fulfill an interview.

Because of the language barrier, it was sometimes quite a challange to find people who could understand English and dared to fill in the questionere. I tried to have conversation with them and put the answers into a questionere.

Interested in centain answers of the interviewees? Of course I can bring you into contact with some of them who wanted to gave me their contact details.

furthermore


Interiews

i n t e rv i e w

What is ‘cool’ in your friends group, what codes do you use?All of them are kindly, friendly, joyful and helpful. I always get a good advised and support from them.We have many code in our group, but the last code that kindly popular is ‘cha’ in THAI its come from ‘chai-pa’ in Thai or ‘really’ in English.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.)Walk, bus and skytrain.

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.) Not more than 500 (€10) baht per week and mostly for eating, movies and shopping for new gadgets.

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk? It’s up to 2 conditions; needed and money in my bag. Friend’s tip may support or help me to make a decision for buy them.

In what ways differs your generation from your parents genera-tion?I think it not differ from my parents generation. I also think that the trend from my parents back to be new and trendy is in our genera-tion. I have seen the vintage clothes from my parents now trendy in my generation. For next 10 years, I think I will achieve my work and life; living with my lovely family, be a good interior designer, open my own design firm with my closest friends and have some money ready for next dream, start travelling from 77 provinces in Thailand to around the world.

SOM

What is your name, age and place of birth?I’m SOM (som means orange), 25 years old, I was born in Bangkok, Thailand

What do you study?I’m graduated in Interior Architecture from School of Architecture and Design, King Mongkut’s University of Technology Thonburi.

What do you do in your spare time? Reading books, playing computer, watching television and take a nap

How many times do you see your friends per week?One day per week.

Is that in a group? Or one -to -one?Its up to the situation, but mostly group (3-4 persons).

How long do you meet with then?Half day or all day from morning till evening.

How do you stay in contact with them besides meeting them?I’m called to them or may online in MSN messenger or on social net-work (facebook).

How many hours per day do you spend on social networks? Which ones? 2-4 hours on Facebook.


i n t e rv i e w

What is ‘cool’ in your friends group, what codes do you use? My friends are really funny.... Everyone use humor codes.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.) Walk (usually).

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.) About 400 US dollar per one month, spending it on fashion, drink, leisure.

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk? I don’t trust advertisement on social network. Usually, i buy new one when i need someting and i use googling to buy it(feature, cost...).

How do you see yourself in 10 years? Maybe i’ll be a father with 2 dauther (I wish).

In what ways differs your generation from your parents genera-tion? My parents generation have spent a lot of time for their baby in their life. And they thought that a sacrifice theirself for their son regarded as a vitue.. But my generation makes much of their lifes than generations before, it feels like that (to me).

Joonpyo

What is your name, age and place of birth? Joonpyo Leem / 26 / South Korea Seoul

What do you study? Material engineering.

What do you do in your spare time? Playing soccer or reding a book.

How many times do you see your friends per week? 2 times per week.

Is that in a group? Or one -to -one? One to one (usually).

How long do you meet with then? About 4~5 hour.

How do you stay in contact with them besides meeting them? Usually drinking with them in a pub.. But when i’m in contact with friends who cannot drink beer, i gonna go to coffee shop like Star-bucks.

How many hours per day do you spend on social networks? Which ones? 1 or 2 hour on Facebook.


i n t e rv i e w

What is ‘cool’ in your friends group, what codes do you use?I don’t know. I’m just being myself. People all want to have a baby face, like you. White and a baby face.

Why do you want to have a white skin and baby face and not tanned for example? Where does it come from?I don’t know. I guess it’s something from way back.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.)Subway, tuk-tuk, or skytrain but the last one is very expensive.

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk?Reviews on the internet.

How do you see yourself in 10 years?I want to become a stewardess and afterwards I don’t know yet.

In what ways differs your generation from your parents genera-tion?I have had a good education, my parents didn’t.

Kim

What is your, age and place of birth?I’m 23 years old, graduated in mass-media and I’ve been born in a vil-lage nearby Bangkok. My name is Kim.

What do you study?I’m just graduated in mass-media and communications.

What do you do in your spare time? I shop, study(ied) and am a lot on social media.

How many times do you see your friends per week?About a few times, usually in MBK for shopping.

Is that in a group? Or one -to -one?With a few friends, I think around 5. And usually only women.

How long do you meet with then?A couple of hours or a day.

How do you stay in contact with them besides meeting them?Facebook.

How many hours per day do you spend on social networks? Which ones? Facebook only, all day. “I say hello to my friends about 10 times a day.


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What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.). Walk, skytrain and personal car.

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.) Transportation, food, hang out, fashion

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk?Good material or look cool convinces me, I want to see the product myself, because I don’t always trust reviews on internet.

How do you see yourself in 10 years?To strive for evolution, I want to have a big influence on the way we will evolve and change, I want to mean something in this world.

In what ways differs your generation from your parents generation?Technology, language, education and life stlye. Everything is about 180 degrees different.

My work is about Muay Thai stadium(Bangkok Boxing Stadium) My concept is “OPEN UP” comes from problem of Muay Thai in Thailand. That is a niche so I can be a facilitater, create a program, function and give new perception of Muay Thai, in visual and sound.

Sittichai

What is your name, age and place of birth?My name is Sittichai, 21 years old, and I live in Bangkok.

What do you study?I’m study in Interior Architecture.

What do you do in your spare time? Reading news in internet, listening the radio and hang out with my friend

How many times do you see your friends per week?2-3 times.

Is that in a group? Or one -to -one? Group 2-3 people.

How long do you meet with then?Up to situation.

How do you stay in contact with them besides meeting them?Phone or contact by network (Facebook). How many hours per day do you spend on social networks? Which ones?2-3 hour and mostly on Facebook.

What is ‘cool’ in your friends group, what codes do you use? It is ‘cool’ in my friends group to trust together, to be enthousiastic, help each other, bottoms up.


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What do you mean with shared? That you share a lot with your friends?Yes.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.)Car, skytrain, walk and bus

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.) Generally, I spend about 2,000 baht on colthes and food. (€50-,)

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk?I always believe in a product with creative, strange details. It’s about the first impression.

How do you see yourself in 10 years?I consider myself ‘different’ I think that I’ve changed from myself in comparison to my friends. I think I’m at a good point in my career and maybe strart to have kids.

Are you into a career or a you for a family? A little of both.

In what ways differs your generation from your parents genera-tion?My generation more fashionable, opened, lazy and comfortable. It’s a big change. Some is good, but some are bad.

Nuttiya

What is your name, age and place of birth?My name is Miss Nuttiya Prapasitsil, 25 years old, I was born in Pichit, Thailand.

What do you study?I study for Interior Architecture.

What do you do in your spare time? I always go and shop at a second-hand market at night .

How many times do you see your friends per week? I see them on average 2-3 times per week.

Is that in a group? Or one -to -one?Group.

How long do you meet with then?A half day.

How do you stay in contact with them besides meeting them?By chatting online or calling.

How many hours per day do you spend on social networks? Which ones? About 2 hours in MSN and facebook.

What is ‘cool’ in your friends group, what codes do you use?It is cool to share things. Not to be on yourself all the time, to make people laugh.


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What is ‘cool’ in your friends group, what codes do you use?We don’t really have codes as far as I know, but when you have the right equipment like a motorbike, a phone and an Ipad, it’s definately a plus.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.)My motorbike.

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.) My motor, clothing, buy presents for family.

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk?Nothing really. When I think something is cool, I buy it when I can af-ford it.

How do you see yourself in 10 years?As a powerful man :).

In what ways differs your generation from your parents genera-tion?I don’t know, it’s a hard question. I am grateful for everything I can do and that I had to chance to live in England for a year. My parent’s didn’t had that, but wanted to pay for me. I think I have more opportu-nities than they had.

James

What is your name, age and place of birth?My nam is James, I’m 22 years old, I was born in Bangkok .

What do you study? Bangkok I study interaction communications.

What do you do in your spare time?I love riding with my motorbike, I work in a hotel and I meet a lot of people there so we have a drink from time to time and furthermore I like to meetup with friends.

How many times do you see your friends per week? Not so much, because I work a lot besides my study. I think about 1 time per week. When schools starts again we see each other every day.

Is that in a group? Or one -to -one?In a group.

How long do you meet with then? A few hours, we go to the cinema of sit in a park or go for shopping.

How do you stay in contact with them besides meeting them?Because I don’t have so much time to meet them, we talk a lot on facebook.

How many hours per day do you spend on social networks? Which ones?All day, mostly on facebook. I also use Ping and a Thai variant of Facebook.


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What is ‘cool’ in your friends group, what codes do you use?I’m not really cool so I don’t know.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.) Bus & sky train. Later on, when I have more money and when I’m graduated, I would like to buy my own motorbike.

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.) About 2000 baht per month (€50) on silly things like magazines or food or clothing.

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk?It’s not easy to let me buy something new. When I really need some-thing, I need to buy it.

How do you see yourself in 10 years?I hope I have seen a little bit more of the world.

In what ways differs your generation from your parents genera-tion?My parents studied too, I think that the politics are more different and that we have more space to create creative business.

Chawalit

What is your name, age and place of birth?My nam is Chawalit, I’m 20 years old and I was born in Bangkok.

What do you study? I study informatics at Ramkhamhaeng University.

What do you do in your spare time? I study a lot but besides I spend a lot of time to my brothers & sisters, sometimes I go out for shopping.

How many times do you see your friends per week? About 1 time per week.

Is that in a group? Or one -to -one? Sometimes in a group, but I have two good friends and see them most of the times.

How long do you meet with then? For a few hours.

How do you stay in contact with them besides meeting them?At school, I don’t really use social networks.

How many hours per day do you spend on social networks? Which ones?Not much, see previous answer.


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What is ‘cool’ in your friends group, what codes do you use?I don’t like codes. It all being yourself. But in highschool we all tried to be a little bit different then each. Different socks, haircut. We couldn’t experiment that much because we had this rules from school to look normal.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.)Skytrain, mostly to MBK (shopping center, red.).tto go to my aterlier nearby. It’s the fastest way to get somewhere.

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.)About 5000 baht per month on cloting, camera goods and food.

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk?Things in magazines, tips from friends, sometimes reviews on internet.

How do you see yourself in 10 years?As a succesful photographer which can make a living from own work. I helped the kids from the streets and so they have a good live too. I hope I can help more people with my work in this way.

In what ways differs your generation from your parents genera-tion? This is the era of change. Now it’s the time we can show what we are capable of in Asia and I’m very glad I belong to this generation.

Amurnpun

What is your name, age and place of birth?I’m Amurnpun, I live in Bangkok, I was born in Chiang Mai and I’m 27 years old.

What do you study? I gratuaded two years ago and now I have my own label, which shows kids from the streets and how I make contact with them. I take pic-tures of them and with this exhibition I earn money.

What do you do in your spare time? 4. How many times do you see your friends per week? I don’t really have spare time because I work most of the times. When I’m off it drinks something with friends, go to the theater or I draw.

Is that in a group? Or one -to -one? I meet with a few friends, not too much. One to one is also good pos-sible.

How long do you meet with then? A few hours.

How do you stay in contact with them besides meeting them?We call and via facebook.

How many hours per day do you spend on social networks? Which ones?One hour a day, when I’m not so busy, I spend more time.


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What is ‘cool’ in your friends group, what codes do you use?Knowing the latest good tracks, inside gigs and cool clothes.

What kind of transpart do you use? (e.g. bus, watertaxi, skytrain, taxi, bike, walk, etc.)I walk, take the bus and take the skytrain.

How much money do you spend? Where do you spend it on? (e.g. make-up, fashion, gadgets, drinks, movies, gitar playing, etc.) About 3000 baht per month (€70).

What makes you buy new things? For example, by a friend’s tip or because of ‘n adversitement or via social netwerk?I think that I make a decision by asking my friends whether they like it or not when we go out for shopping.

How do you see yourself in 10 years?As a wealthy man with a family.

In what ways differs your generation from your parents genera-tion?I think we have more choises in the things we want to do.

Duangtip

What is your name, age and place of birth?My nam is Duangtip, I was born in Ayutthaya, I’m 18 years old.

What do you study? I study informatics at Ramkhamhaeng University.

What do you do in your spare time? I game a lot and i like to see friends.

How many times do you see your friends per week? Almost every day. In school or somehwere else, at the shopping mall for example.

Is that in a group? Or one -to -one? Usually in a group, with boys and girls. I have a close group of friends but we invite people a lot too.

How long do you meet with then? For a day or a evening and sometimes just a few hours.

How do you stay in contact with them besides meeting them?With social networks, sharing music and messages via facebook and by texting and phone calls.

How many hours per day do you spend on social networks? Which ones?I’m online all day but I think that I spend about 2 hours a day on social networks.


youth culture report bangkok

Documents

years old

im kim

im amurnpun

year old

sustainable youth culture

asian youth culture

im som som

youth trend report bangkokthe