Missing: Thainess… If found, please return to TAT

Good golly folks, I don’t know what’s come over me! Suddenly I’ve found myself partaking in peculiar behaviours like watching baseball, eating hamburgers, shunning shopping malls, being on time, and patiently waiting for my turn in line! It’s as if some a

Luckily, these shocking traits may soon be eradicated when the Tourism Authority of Thailand (TAT) reminds me of what it truly means to be Thai.

The TAT kicked off its “2015 Discover Thainess” campaign this week by closing a bunch of roads from Siam Square to Lumpini Park for a grand parade and extravagant performances. Nothing says “Welcome to Thailand” like ridiculous traffic jams, amirite?

While it’s understood that this campaign is meant to promote international and domestic tourism, as well as preserve Thai culture, I’m a bit confused by the gimmick.

More specifically, what is “Thainess”, where did it go, and how exactly are we supposed to “discover” it?

In the TAT’s own press-release-filled words, “Thainess” is “the distinct character of the Thai people and our unique culture.” Well, that was easy enough to answer!

Oh, except isn’t it impossible to lump the many shapes, forms and smells of Thai people into one abstract concept? I’m sure there are Thai people out there who don’t wai their elders, put their feet on the table and, god forbid, can’t handle spicy food.

To further showcase how difficult it is to define a whole country’s population, I can say from personal experience that my “Thainess” is often questioned on a daily basis. Why? Because I don’t “look” Thai! Despite being born and bred in Bangkok – aka Krung Thep Mahanakhon Amon Rattanakosin Mahinthara Ayuthaya Mahadilok Phop Noppharat Ratchathani Burirom Udomratchaniwet Mahasathan Amon Piman Awatan Sathit Sakkathattiya Witsanukam Prasit... oh snap, who’s Thai now?! – as well as paying hardearned taxes to potentially unethical officials, my Indian ethnicity prevents people from believing I am Thai. Apparently having caramelcoloured skin is not part of the Thainess definition, a problem that can potentially only be solved if I start lathering on the much-revered whitening cream.

Fine, I might be viewing “Thainess” through a superficial lens, but this campaign also reeks of pla ra. The TAT’s press release regarding this campaign additionally states that it aims to “showcase the hospitable character of the Thai people and the many cultural assets of Thailand that make it a unique tourist destination.”

Again, who are these Thai people the campaign aims to promote? Yes, I agree there are many things about Thailand that make it a great place to visit, but how does this campaign address Thais who aren’t hospitable? Does this mean the end of scammers in the service industry, corrupt authorities, and locals who may just be having a bad day?

Despite the necessity and importance of helping Thailand’s economy flourish, it’s a shame this campaign is using Thai people as an artificially-constructed brand and attempting to market it to the world as such.

It would have been better if the TAT was just honest and said they actually want people to forget all the negative press that Thailand is getting, and return to the good ol’ days when guidebooks pretended we are a land of smiling people, enjoying our daily activities of Muay Thai, puppet shows, and traditional Thai dance.

But I suppose facing up to reality and dealing with our issues in a logical way wouldn’t help us discover our Thainess, would it?