Research Institute for High-Life

Japan-Asia Collaborative Research Project
Study report "The New Trends in Asian Urban Lifestyle"

"The New Trends in Urban Lifestyle in the Kingdom of Thailand" (serial in 3 parts)

Part 1 Changes in the Thai Society

NUTTAPOL ASSARUT, Ph.D,Assistant Professor, Chulalongkorn University.

Summary
Thailand and Japan have been deeply related from ancient times including the rapport between the Thai royal family and the imperial household of Japan. The popularity ranks of tourist’s destination show that Japan is popular among the Thai and Thailand is popular among the Japanese, which indicates the mutual sense of closeness is shared by the two nations. In recent years, however, the so-called Korea boom has boosted the popularity of Korean products. Though the Thai people are essentially pro-Japanese, their image of Japan has been significantly changing.
In preparation for ASEAN economic integration in 2015, a great number of foreign businesses including Japanese companies have been branching out in Thailand, and further economic development and affluence is expected in the country. In spite of such social problems as widening gap and overpopulated city, a great number of rich and middle classes are appearing to create richer and unique types of urban lifestyle.
In the first part of the report, the current situation and changes in the significantly changing Thai society are reported from various points of view on the basis of census and other data. The agenda includes the aging society with fewer children, the improvement of income and widening gap, the women’s advance into the society, the housing trends, the motorization and the network society.
In the next parts, the Bangkok citizens’ behavior and sense of value, the consumers’ characteristics and the changes in urban lifestyle will be introduced based on surveys on their lifestyle.

Principal Author NUTTAPOL ASSARUT
Chulalongkorn University Assistant Professor

・Assistant Professor of Chulalongkorn University
・In 1999, after completing marketing degree of commercial science in Chulalongkorn University, he joined SCG Group.
He got his master degree (in 2005) and doctor degree (in 2008) in Commerce from Hitotsubashi University.
He became a lecturer of the department of commercial science at Chulalongkorn University in 2008 and an assistant professor of the university in 2012.
・Field of research: Marketing, business administration, commercial science
・Subjects of study: Consumer behavior, pricing, brand, services marketing, culture

Co-Researcher:
Furukawa Ichiro, Professer, Hitotsubasi University
Fukuda hiroshi, Chairman, Joumon communication Inc.

Editing and Delivery Public-Interest Incorporated Foundation
Research Institute for High-Life http://www.hilife.or.jp/