March 2000

A European cosmetic company recently launched a new advertising campaign in Thailand. The company held a press conference to introduce a new presenter for their campaign. There were many questions during the conference and among those questions, one answer in particular impressed the media people. The press had asked the General Manager who is Italian, why he chose to work in Thailand.

He smartly responded with two reasons why he selected Thailand:

• ...that he was impressed with the Thai people and how they wholeheartedly showed their love and respect for their King, unlike anywhere in the world;

• that Thailand took pride in that they had never been colonized.

Obviously, this gentleman's answer impressed the Thai media. These are the very two things that Thais are proud of the most.

In the book "When Culture Collides" by Richard D. Lewis, Richard shares insights on how to empathise with the Thais:

• Know your Thai history
• Emphasise their independence
• Be easy-going socially
• Don't rush them
• Learn the basics of Buddhism
• Think of time as cyclical
• Respect the monarchy
• Dress neatly

So to win a Thai's heart is NOT that difficult!

I have a good example of how we love the king. A few years ago, I went to a movie. Usually, when one goes to see movie in Thailand and before the movie starts, there will be a moment when the theater will show His Majesty the King's picture, and broadcast the national anthem. It's only for a few minutes. All the viewers must stand up silently to pay their respects. On that day, in the movie theater, I saw two foreigners who did not know about this custom. They were sitting in the front row. When the picture and music started, they were still sitting and a Thai gentleman who sat behind them, used his foot to kick the seat to alert them. It is considered very rude to use the foot to kick in that way. The foreigners then realized their mistake and stood up immediately.

Another example was also in a movie theater. I was in the theater for a family film and sitting beside me was a family. When His Majesty, the King's picture moment came on, we all stood up. The little boy next to me stood up but had his hands in his pocket. His mother reprimanded him that it was impolite to put his hand in his pocket while standing and paying his respect to the king. The kid had to behave properly!

At most entertainment events, there will be a salute to His Majesty the King. Please be aware and pay your respects.

I will elaborate more on the other points in my upcoming columns on rhe ways you can win the Thai's heart.

Kriengsak Niratpattanasai
DBS Thai Danu Bank, Bangkok, Thailand