BEAUTY ECONOMY IN THAILAND: PHENOMENON, INFLUENCE AND FUTURE DEVELOPMENT

Аннотация

INTRODUCTION individuals in advertisements and media serves to Definition of the “beauty economy” captivate viewers, enhance brand visibility, and The beauty economy in Thailand finds expression elevate product exposure. in various domains, each with its distinct set of (3) Social Media: Personal beauty often translates implications (Kim 2016): into a significant following on social media (1) Entertainment Industry: The beauty of platforms, unlocking lucrative business entertainers, actors, models, and more often opportunities and advertising collaborations. garners heightened popularity, as their (4) Personal Image and Career: Beauty exerts a appearances attract larger audiences and devoted positive influence on the development of specific fans. careers and industries, such as sales, public (2) Media and Advertisements: Showing beautiful https://www.theamericanjournals.com/index.php/tajiir 130 THE USA JOURNALS THE AMERICAN JOURNAL OF INTERDISCIPLINARY INNOVATIONS AND RESEARCH (ISSN- 2642-7478) (SPECIAL ISSUE - NOMMENSEN INTERNATIONAL CONFERENCE ON SOCIAL POLITICS, LAW, EDUCATION, ECONOMICS, AND PSYCHOLOGY (NICSPEEP 2024)) relations, hosting, and more. the world, reinforcing the symbiotic relationship between the beauty economy and the beauty Through this article, we aim to provide a nuanced industry. understanding of the beauty economy in Thailand, exploring its multifaceted roles in various sectors As we delve deeper into the intricacies of the Thai and its broader implications for society, culture, beauty economy, we will unravel the profound and economic development. Additionally, we will impact of beauty in each of these domains, offer insights and suggestions for promoting the showcasing its role in fostering economic growth, healthy and sustainable development of this cultural influence, and societal transformations. remarkable economic phenomenon. LITERATURE REVIEW The rise of beauty economy in Thailand 2.1 Buddhism and Thai Culture Thailand, with its abundance of cultural treasures Thailand, a nation steeped in history, boasts a and thriving tourism industry, stands as a prime unique and profoundly rich cultural heritage. example of the growing significance of the beauty Central to this heritage is the profound influence of economy in the region. This phenomenon has Buddhism and the enduring presence of royalty. manifested itself across various sectors, each Buddhism has left an indelible mark on Thai contributing to the burgeoning influence of beauty society, shaping the way of life for its people. in Thailand's economic landscape (Laohasiriwong Temples and revered monks are ubiquitous in 2010). Thailand, serving as spiritual anchors in the lives of (1) Entertainment Industry: Thailand's its citizens (Zheng Yali, 2020). entertainment sector has experienced remarkable This cultural influence extends beyond religious growth, encompassing movies, TV dramas, music, practices, permeating various aspects of Thai life. and fashion. In this dynamic industry, the allure of Traditional art forms, including dance, music, beautiful entertainers, models, and stars often painting, and sculpture, provide a canvas for the paves the way to heightened attention and success. expression of Thai culture. Similarly, the culinary (2) Tourism: As a highly sought-after tourist arts reflect the intricate flavours and culinary destination, Thailand welcomes a substantial influx traditions unique to Thailand. Traditional clothing, of visitors annually. Within the tourism industry, such as the iconic chut thai, mirrors the nation's beautiful Thai women hold pivotal roles as tour cultural identity, with its vibrant colours and guides, hotel receptionists, and entertainment intricate designs. performers, captivating tourists and enhancing 2.2 Colour Metaphors in Thai Culture their experiences. Within the rich tapestry of Thai culture, colour (3) Social Media and Network Influence: The metaphors hold a significant role in shaping moral advent of social media has revolutionised the way concepts and societal values. Colors often carry beauty influences are perceived. Personal beauty symbolic meanings, and Thai society interprets and now commands a significant online presence, symbolises colours in ways distinct from other amassing devoted followers and fan bases. This cultures (Punjaisri and Evans 2009). digital prominence translates into opportunities for business cooperation and sponsorship, forging (a) Yellow: a bridge between beauty and commerce. In Thai culture, the colour yellow holds immense (4) Beauty Industry: Thailand boasts a well- significance. It is intricately associated with the developed beauty care industry, offering a plethora royal family and monarchs, rendering it a sacred of services, including plastic surgery and beauty and noble hue. The Thai royal family commands enhancements. This industry not only caters to profound respect and reverence, and yellow is local demands but also attracts clients from around e