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1997
Thailand: Its Culture and People
 Paul Herbig


EXECUTIVE SUMMARY
	Of all the world’s cultures, Thailand’s is considered the most difficult to understand.  Thailand’s culture is based on its traditions, values and beliefs.  These are still as present and strong today as ever, and their influence plays an important part in almost every action and decision of the everyday lives of Thais.  Misunderstanding Thailand’s cultural differences can mean the difference between enjoyment and frustration, and success and failure for anyone trying to develop a crosscultural relationship - whether it be personal or business.  
	The objective of this paper is to give an understanding of Thailand's cultural differences in order to enable the visitor to Thailand to better prepare and adapt to the differences. 

HISTORY
	Throughout most of its long history, Thailand has been ruled by an absolute monarchy.  In 1932 Thailand converted itself into a more democratic constitutional monarchy.
	Thais are very proud that they have never been conquered or controlled against their will by another nation or by their own rulers.  Thais have always ensured that its military and monarchy did not become too strong and that democracy remains preserved and true.  This has led to several periods marked by acts of violence and bloodshed: actions very much against the nature and beliefs of Thais. 
	Today Thailand is one of the most desired places in Southeast Asia for foreigners to live  and work.  Thailand has several English newspapers, a very large ex-pat population, excellent  infrastructure and transportation to anywhere in the country, little corruption, and a hospitality and tolerance toward foreigners unmatched anywhere.  Thailand is also the region's leader in tourism, financing and banking, and international trade.  Thailand was the country that took the lead in the creation of the Association of Southeast Asian Nations (ASEAN) in 1976, and it still plays the leading role in the development of free trade throughout Southeast Asia

PEOPLE		
	Thailand is very racially homogeneous.  Of the over 58 million people who consider Thailand home, 85-95 percent are considered pure Thai, about three percent Chinese, and about four percent  Islamic.   Muslims remain almost exclusively in the deep south.  The remainder of Thailand's population is divided among people from Laos, Myramar (Burma), Kampuchea, Vietnam, and various hilltribes.  Most people living in Thailand of other than Thai origin, even those whose first language is other than Thai, consider themselves as Thais first.  Thailand’s homogeneous population and ethnic tolerance helped limit any ethnic and religious conflicts or wars to being almost non-existent.
	Despite its large homogeneous population, Thailand is also very diversified between different ethnic groups.  The relatively recent influx of non-Thai nationals has created new identities, subcultures, languages, and immigration problems.

CHARACTERISTICS
	Thais are a very serene and happy people.  They have a carefree casual attitude and a delightful sense of humor in everything they do.   They are extremely patient, forgiving, honest, humble, and generous.  Thais are also polite and considerate.  They will take great care not to hurt or embarrass anyone, and they will do everything within their control to not show their true emotions - especially frustration, disappointment, and anger.
	Thais do not complete for material possessions or financial rewards, and are normally very satisified with what they already have.  They have an attitude of noninvolvement in order to avoid confrontations and keep relationships peaceful and on an even keel. 
	Thailand is considered the land of smiles, and Thais smile and laugh at everything.  Of all the tools and means to help one adapt to Thai culture, a smile is the most useful and important.  In Thailand, a smile can buy your way into and out of any situation.  It is the ticket that opens doors and hearts, and is used to avoid questions, gain acceptance and forgiveness, and excuse breaches of etiquette.

RELIGION	
	Before anyone can understand Thai culture, it is essential that they first learn about the teachings and importance of  Buddhism.  Buddhism is sacred and the way of life that influences almost every aspect of the ways Thais believe and act.  Thailand is considered the most Buddhist country in the world, and Buddhism is practiced by more than 95 percent of the Thai population (other less dominant religions include Muslim 3.8%,  Christian .5%, and other religions 1.6%).  The Buddhist temple is located in the center of all towns, no matter how small.  It is used as a social center and place of meditation and recreation.
	Buddhism teaches to be modest, generous, and respectful to others, especially those to whom respect is due by virtue of status.  It teaches to take the middle path through life - to not ambition too much or too little, and to accept and be happy with what you already have. Wealth, money making and desire are not viewed  favorably.  Buddhism values harmony and mutual respect, and teaches that social harmony is best maintained by avoiding any unnecessary friction or conflicts with others. 

	Buddhism beliefs are:
1. Impermanence - Nothing is permanent, everything is ever changing, and therefore one should not be pessimistic, optimistic or possessive, and one's focus should be on the present rather than the past or future.  Buddhism can be regarded as the art of living.  It is concerned with how to live in the present moment, as free from suffering as much as possible.
2. Suffering - Changes can bring suffering to those who do not understanding the ever changing nature of causes and conditions of happiness.  All human's sufferings are due to attachments.
3. Empty self - Emptiness does not mean nothingness.  In fact, emptiness means all and everything being co-dependent.  For example, material exist in the mind only.  The "truth" in Buddhism is "the original mind" - a mind devoid of all attachments.
	Monks are the most sacred of living beings and play an important part in the everyday life of Thais.  Most Thai men go through an ordination period and become monks for at least a small part of their lives.  Monks are used to give blessings and prosperity in all matters of any importance.  Because of their importance, it is important to know how to pay respect to  monks.  

VALUES
	Thais highly value their traditions, customs and forms of etiquette.  The importance of respecting their values can not be underestimated.  For example, Thais value neatness of appearance.  It is much more important to be neat, than functional or efficient.
	Fun is the most prevalent trait valued.  Thais believe life is to be enjoyed rather than controlled, and the desire and ability to have a good time is rated highly.  Having a good time is the most important ingredient of any activity endeavored.  In fact, Thais truly believe that an activity that is not fun, is not worth doing, no matter what other kinds of recognition and rewards are obtained from it.
	Food and eating are valued as a way to have fun.  The topic of food is an obsession to Thais, and dominates all conversations, relationships, and social functions.  Because of the importance placed on food, visitors to Thailand must know the different Thai foods and how to eat them.
	Rice is the stable of the Thai diet and is eaten with all three meals.  In fact, the word for rice is the word most commonly used to refer to any kind of food.  Rice symbolizes life, and therefore it is worshiped and never throw out.
	Thailand's King and royal family are valued as the pride of all Thais.  Nowhere in the world does royalty receive such reverence.  Not knowing about the royal family and its importance to the Thais, speaking in anyway that less than praises the royal family, or not standing when their picture is shown and the national anthem played would be construed as an enormous insult to the Thais, and can even result in your arrest, jail time, and immediate exportation from the country.

BELIEFS:
	Beliefs are based primarily on making merit.  The Buddhist philosophy and teachings of making merit is related to almost everything Thais do.  Every good deed is believed to bring in return good merit  by means of something similar to a points system.  For example, helping others, and giving money to the temple bring merit.  It is estimated that at least 1/4 of all income goes toward making merit.  The non-monetary related merit making gestures are much more prevalent.  
	Thais also believe in the spiritual and non-living.  Ghosts, symbols and superstitions play a strong role in Thai beliefs.
	Grengjai is a belief and concept that is difficult to precisely describe or define.  Yet, it is the belief that plays an important part of every action and decision for Thais.  Grengjai can best be translated as consideration: behaving in a way that openly demonstrates consideration for the feelings of others.  Grengjai means an extreme reluctance to criticize, impose or inconvenience anyone.  Grengjai also involves obedience, humility, politeness, respect, and  saving face. 

STATUS
	Thais believe in the hierarchial structure of social ranking and status.  Status is obtained and recognized through a variety of ways.  The most common is determined primarily by age and gender.  Of these age is more important.  Age automatically commands respect, and this respect is the dominant theme of any relationship.  No one will admit respecting someone younger, unless the other person is a monk, royalty, or a politician.  Differences in age, no matter how slight, separate individuals by status and make relationships of equality impossible.  Even if two people are born on the same day, their time of birth will determine their "pee" (older) or "nong" (younger) status.  These are the titles that are most often used when referring to the other person, and carry more importance than the person's actual name.  
	 Gender is the second determinant of status.  Men are superior to women, particularly outside the home and in the presence of others. 
	Thais focus on hierarchies is evident in the ways Thais refer to themselves and respect all titles and forms of authority.  This hierarchy means everything: it indicates the inequalities, how one is judged as a person, privileges, and how one is respected and received. 
	Respect of status is shown most commonly by position in relation to others.  The senior or superior person is always in front, goes first, and sits above the others or at a head of a table.
	Other determinants of status come from a combination of lineage, education, economic status, occupation, family, social connections, skin color, temple service and landownership.

RESPECT
	A wai is the body gesture that most commonly expresses the way status and respect are shown.  The subtle and hidden meaning of the wai is respect and inequality.
	The wai is done with the head bowed, hands close to the body, fingertips to about neck level but not above chin, and head lowered so that fingertips reach above the tip of the nose.  Different hand and bowing heights indicate different amounts of respect.  Wais are normally given when first meeting someone for the first time of that day.  People of inferior status do not wai first, and people of equal status normally do not wai each other.  One must always wai monks, but monks never wai back.
	In addition to learning how to show status and respect through the proper wai procedures, one must learn how to address themselves  and others.  The Thai words for "you" and "I" have many different translations, depending on ones relationship to another.  The word "I" has one  general translation  that can be used in almost all situations.  The word "you", however, to refer to another person in your presence, is much more difficult to learn.  The correct choice of “you” carries great importance, especially in the way it is received by the other.  The Thai language has 16 forms of "you", and each one is translated and received differently.  
	The height rule concept plays an enormous part of Thai beliefs.  Respect and disrespect are shown in the way one positions themselves in relation to others.  The inferior person will try to stay slightly behind and below the superior.  When there are differences in height, the inferior will make every effort to make their head lower than that of the superior.  This is particularly important and noticeable when passing in front of others.
	The head is associated with respect; the feet disrespect.  The head should not be touched or have anything passed over it.   Pointing the foot or stepping over anyone or anything with the feet, even unknowingly, is not tolerated and considered the rudest of all insults.  Shoes must always be removed when entering any building.

RELATIONSHIPS
	Thai relationships are on a superficial level.  Because everyone has a different status and  social level, it is hard to develop close relationships and real friendships.  Relationships are built slowly over a long period that develops through trust and asking many personal questions that may seem rude and inconsiderate to a westerner. 
	Last names were introduced as a legal requirement in the 1920's, but because they are so difficult to remember  and pronounce, they are rarely if ever used.  Instead, Thais prefer first names preceded by the person’s title, superior or inferior status (pee/nong), or the appropriate form of “you”.  For example, Teacher Bob, Mr. Bob, Pee Bob (or just Pee), and Khun Bob. Nicknames are also very common, and most Thais have one they go by.
	The differences between men and women are great.  Women are considered the "hind legs of an elephant", because although they are just as important, their place is always behind the man.  Also, their role is more important and burdensome.  Women are expected to do most of the work - from raising the family and maintaining the home, to being the major income earners and responsible for finances and business.  At the same time, they are also expected to be innocent and ignorant, or at least act that way.  Thai women accept these roles and are content with keeping them in their status-quo.  The visitor to Thailand must also accept these differences and not try to question or change them.
	Family relationships, unity and support are of utmost importance.  The priorities of the family comes before business and any other responsibility, interest, or relationship - even that of the spouse.  It is common for family members to live with each other until and even after marriage, and for family members to each support each other financially throughout their lives.. 
	Business relationships are also very different.  Unlike westerners who identify so much with their work, and separate work from fun, Thais see business as something to be enjoyed.  At work, Thais expect time to socialize, enjoy themselves, and talk about their personal lives and things unrelated to the job.  They relate work and play as one, and if it isn't, they will not hesitate to look for something else that is.   Thais view work as an enjoyable social function so much that the Thai words for work and party are the same.  Towards work, Thais have an ambivalent attitude and often lack the follow-through of projects to completion.  Because of these work ethics, it is difficult for employers to motivate Thais to work.  Salaries and monetary bonuses can not be used as incentives or motivators.
	When working with Thais, never be the first to bring up business.  Instead, try to involve fun into the activity.  It is also advisable to spend more time first getting to know them - both in and out of work.  Try to make work assignments and projects a group effort, and give credit to others for all your successes in order to receive loyalty and ensure that your Thai employees are not work behind your back.  Try to never criticize an employee, but if it must be done, never do it in front of others, and try to either use indirect criticism, or use ten parts of praise for every one part criticism.  The best mangers in Thailand are popular, interfere as little as possible, and makes whatever needs doing a fun group effort.
LANGUAGE
	It has been said that language is the keystone to culture.  While it is definitely the hardest difference to overcome, for the westerner who makes an effort to learn and use it, it can be the easiest way to gain acceptance, open doors, and show sensitivity to the culture.  
	In general, there are four main dialects in Thailand: Central, North, Northeast, and the South.  Each of these dialects and regions have created, or been created from, their own subcultures.  The central dialect is the only one understood by all Thais, and therefore it is the official language of Thailand.  Thais are very proud of their very rich, unique and poetic language.

CONCLUSION
	Prejudice and ignorance of the cultural norms of others is usually the primary barrier to effective communication.  In experiencing a different culture, it is necessary to eliminate ethnocentrism attitudes, keep an open mind, show respect, learn from the differences, and adapt.  	All culture is learnt, and anybody given enough time, patience and motivation, can learn any culture.  Some cultures take more work to learn than others.  Thai culture is one of the most difficult, but also one of most rewarding to learn.  Many foreigners live in Thailand.  Those who make a strong effort to learn, understand and respect Thai culture the way it is without trying to compare it or change it are the ones that are rewarded.  
	Attitude determines how well one will adapt to a new culture and what one will experience from it: whether you become disgusted and annoyed by constantly answering the same questions; the inability to read signs and communicate; the constant heat, humidity, and insects; the different bathing facilities; and the absence of laws, or fascinated by the beauty and love of new smells, sounds, sights, and the novelty and excitement of everything being different and unknown.  To adapt and be accepted the changes must come from you.

DOS AND TABOOS
	Compared to western cultures, Thai culture has many more differences than similarities. Thais will overlook and forgive ignorance of most norms of curtesy and culture, but it is much better to first learn what these are and respect them. These differences are too numerous to include all on a single list.  However, the following list contains some of the more common dos and don'ts when in Thailand.

Dos:
wai monks and superiors
open gifts only in private
be generous
flatter whenever possible, particularly about anything related to Thailand
keep to noncontroversial topics that Thais are proud of: culture, food, history
avoid rather than confront , complain, or try to change
call others with right hand down
keep Buddha images in high places and treat them with great respect. 
use discretion and moderation in everything
dress neat and conservatively
always show curtesy and respect, especially towards elders, religious symbols and royalty
drink large quantities of alcohol (men)
use only right hand for eating, waiving, and other functions done in public
lower body when passing in front of or between people, particularly superiors
speak softly and gently
be constantly cognizant of the head/foot/height rules
remove shoes before entering a building
stop and stand at the national anthem
have fun, smile, relax and don't take anything too seriously






Don'ts
criticize in public, especially Thai religion or the royal family
put religious symbols in pockets or below the waistline, or take them out of Thailand
display emotions in public, especially  anger, and affection with the opposite sex
point to or step over  anything with the foot, or show the soles of feet
touch or place something over someone's head
brag or speak negatively about Thailand
talk about politics
point fingers (instead point with the whole hand with the palms down)
take pictures of monks and temples 
wai secretaries, children or anyone of inferior status
go "Dutch" (“American”) 
put hands in pockets or waive them to express emotions or a message
throw away food, especially rice
say goodbye
(if a women) cross your legs, drink alcohol, be seen alone with a man who is not your husband, or touch a monk






























				Thai Culture Test

1.
If you want to make yourself popular with Thais you should follow which of the following:
a) Never do or say anything to cause offense
b) Be honest and say exactly what you think
c) Be yourself and people will respect you for it
d) Be generous
e) Do as the Thais do
f) Smile and take it easy

2. 
You are working in Thailand and visiting a project site where the work is far behind schedule. You find no reason for the delay.  After your visit you give your impression to the Thai manager and workers.  Do you:
a) Tell them their work is below standards and if they don't improve they will be fired.
b)Ask them collectively the reasons for the delays.
c) Single out the project manager and ask him to account for the slow progress.
d) Go through the aims and history of the project, pointing out all difficulties that were overcome, however minor, and praise the team for overcoming them to the extent that now work can proceed as originally planned.

3. 
When assessing status, a Thai will consider which of the following:
a) Age, b) Occupation, c) Social connections, d) Temple service, e) Dress and manners, f) Family, g) Education, h) Wage/wealth, I) Car and home, j) Religion, k) Race, l) Ability to speak Thai, m) Friendliness, n) Ability to smile

4. 
You invite a Thai friend out to eat.  On the way, he meets some of his friends, who invite him to eat with them at a particular restaurant.  Your friend agrees to meet his friends there, then asks you if you want to eat at another restaurant.  You reply:
a) Why didn't you tell your friends you wouldn't be meeting them?
b) Yes, but won't your friends expect us at the other restaurant?
c) Good idea, we can meet your friends later.

5. 
A group of Thais you don't know invite you to eat with them.  You dislike the food they're eating and do not wish to join them.  You:
a) Lie and say you have just eaten
b) Say you are in a hurry and don't have time
c) Explain that you cannot eat that kind of food
d) Eat a little and excuse yourself
e) Ignore them

						Answers

1.
a) It is safer to avoid offending than to pursue popularity.
b) and c) depends on what you think and who you are
d) Popularity can be bought, but generosity must be given with politeness.
e) This is the most dangerous advise.  No one is given equal status.  For example, wais are not given and returned in the same manner, and sitting the same as monks shows disrespect
f) This is the best advise for almost any situation.

2.
a) In order to make an impact you must be respected and liked.  Respect can come from your position, but if you are unpopular you will not get anything accomplished.  Criticism does not work
b) This will only draw an embarrassing silence.  Thais do not like to speak out in public.
c) This implies criticism, which has the opposite effect than that intended.  It will not improve performance and is likely to only cause further delays
d) This is the best approach.  It will enable you gain popularity and make clear that whatever happened in the past was nobody's fault.  By not letting anyone lose face,  you can maintain good relations with the project manager and the workers.

3.
While almost everything is a pointer to your status, the first seven (a-g) play the biggest role, and the last seven (h-n) have little to do with status.

4.
a) It is bad manners because it would be taken as an accusation.  For the Thai to tell his friends he had other plans would be construed as he didn't want to be with them, and rude for not inviting them to go along with his plans.
b) This contains an element of criticism and places your friend in a difficult position between choosing your wishes and meeting his friends.
c) This is the best answer because you give positive affirmation to your friends decision, and also leave the option of meeting his friends open.

5.
a) This is the standard polite response, and will be accepted.
b) This response is not polite.  It implies a mild indirect insult.  Not having time for something or for somebody is no excuse at all in Thailand.
c) The person inviting you would feel insulted and take the trouble to find something else for you.
d) It would be very difficult to leave quickly and gracefully in Thailand.
e) Ignoring the group would not bother them very much. (3)



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