Research Paper: Thailand

Rosy Lattanavong

Class MAIS 6306: Cross Cultural and Global Leadership

November 14, 2021

Introduction

The purpose of this paper is to function as a guidebook for cross-cultural leaders who has

little-to-no knowledge about Thailand. The first part of the paper will highlight and explain the

different aspects of the Thai culture: dress and food, mannerisms and social taboos, etiquette and

greetings, societal and governmental structure, religious composition and demographics, and the

written rules and expectations. The second part of the paper will examine how leaders can lead

effectively with cultural intelligence.

Culture in Thailand

Dress and Food

Thailand’s traditional clothing are specified by regions. Up North, their style of clothing

includes “indigo-dyed blouses fastened on the side and ankle-length tube skirts.”1 Northern

Thailand is also known for their Seau Pat, a long-sleeved shirt without buttons. Seau Pat is a shirt

that is fastened and secured with strings that holds the right and left side of the shirt panels.

Northern Thai women are also seen wearing sinh, a tube skirt wrapped around the waist and is

worn with long sleeve blouses. In Central Thailand, the style of skirt is called “jong krabane,” a

“hand-woven cotton gathered, rolled, and threaded between the legs.”2 In the South, both men

and women wear batik-patterned sarongs. Sarongs is a skirt like garment that is loose-fitting that

is it wrapped around the lower part of the body and in between the legs. Thai clothing is

influenced by the Cambodian and Indian culture.3 One example is the Chong Kben, a “lower-

1
“History and Types of Traditional Thai Dresses,” Thailand Insider, accessed March 5, 2021,
https://thailandinsider.com/everything-you-need-to-know-about-traditional-thai-dresses/.

2
Thailand Insider, “History and Types of Traditional Thai Dresses.”

3
“History and Types of Traditional Thai Dresses,” Thailand Insider, accessed March 5, 2021,
https://thailandinsider.com/everything-you-need-to-know-about-traditional-thai-dresses
 2

body silk wrap-around garment” that both men and women wear.4 Phaa Biang is a shawl like

cloth that covers one shoulder, and it wraps around the upper body and trails to the ground.

Another word for Phaa Biang is Sabai, and it is inspired by the Indian Sari.5 Worn by men, Ratha

Pataen is a piece of clothing that is influenced by the British India.6

Traditional clothing is only worn during special occasions and festivals. Today, both men

and women are seen wearing clothes that are 100% linen, or a linen and light cotton blend pants

and shirts because of the hot weather. People now wear skin-protecting ultraviolent protection

factor fabrics and as well as hats. Shops only sell the thinner varieties of polo shirts. Both men

and women are seen wearing shirts and pants with quick-dry fabrics. The type of shoes that

women wear are sandals and running shoes. The type of shoes men wear are slip-on boat shoes,

slip-on sneakers, or flip flops. Clothing that are lined with polyester and long jeans are not

common to wear in Thailand because of the hot and humid weather.

Thailand consists of different regions with their own specific cuisines. Northern Thailand

is geographically close to Myanmar, therefore many of the dishes originated in Myanmar.7 Due

to the influenced from Myanmar, people in Northern Thailand grew up eating hot curries, and

noodle-based dishes. Khao Soy is a dish that consists of hand cut rice or egg noodles that has a

curry soup base and is topped with coconut milk. They have chicken green or yellow curry that

are served over rice. Another curry-based dish is the roast duck curry. Northern Thailand is

known for their noodle dish named Pad Thai. Southern dishes are influenced by the Muslim

4
Thailand Insider, “History and Types of Traditional Thai Dresses.”

5
Olivia Davis, “Traditional Thai Clothing – 16 Beautiful Outfits From Thailand,” Outfittrends, accessed
November 13, 2021, https://www.outfittrends.com/traditional-thai-clothing-16-beautiful-outfits-from-thailand/.

6
Olivia Davis, “Traditional Thai Clothing – 16 Beautiful Outfits From Thailand.”

7
Paul Gray et al. “The Rough Guide to Thailand.” (London: Rough Guides Limited, 2012), 38
 3

culture; therefore, they eat biriyani.8 Breakfast is comprised of flatbread rolled with condensed

milk and sometimes the people would have dried cooked rice with dried shrimp served with

sweet sauce. Isaan people substitute their grain rice with sticky rice. The sticky rice is served

with chili sauce and green papaya salad with raw chilies, green beans, tomatoes, peanuts and

dried shrimp. Sticky rice is eaten with barbecued chicken, pork on a stick, and soups like chicken

soup, spicy and sour fish-based soup with vegetables, and spicy and sour seafood soup.

Coconut and pandan is the main ingredient featured in most desserts. One of the most

common dessert is the sticky rice with mango and coconut. The sweet sticky rice is served warm

with freshly cut mangoes on top. Another dessert is called SangKhaya, a coconut custard that is

cooked inside a small pumpkin.9 There is also khanom kok, a creamy and fragrant bite sized

desserts that are cooked in a traditional charcoal heated pan with all craters.10 The craters are

coconut flavored and is topped with taro, sweet corn, and green onions. Lastly, Bua Loy, is a

popular dessert that is made of mashed taro, or pumpkin mixed with sticky rice flour served in

warm coconut milk.11

Mannerisms and Social Taboos

There is a proper way to converse and hang out with others in public. When in a

conversation, people should not be giving advice without being invited to do so. When someone

asks a question, the individual should not be walking away at the same time when he or she

answers.12 When hanging out with others, the person should not scratch here and there, flap their

8
Paul Gray et al. “The Rough Guide to Thailand,” 38

9
Paul Gray et al. “The Rough Guide to Thailand,” 42
10
Cat Lau, “7 Thai Desserts You Didn't Know Existed.”
11
Cat Lau, “7 Thai Desserts You Didn't Know Existed.”

12
Pengsri Kiengsiri, Sudchit Bhinyoying, and Malithat Promathatavedi, “Chapter VIII: Everyday
Etiquette,” Study in Thailand, Accessed November 4, 2021, https://studyinthailand.org/study-abroad-thailand-
 4

shirt or skirt, joke too much, or stare at anyone for too long. When leaving a gathering, one must

always look for the host to thank them and to say a proper good-bye. One must know the order of

making introductions. One must always “introduce a man to a woman, a younger person to an

older person, and a lesser-in-rank to a superior-in-rank.”13 People are also expected to have

mannerisms when visiting other people’s houses, or when someone visits their house. It is

considered ill-mannered to visit the other person too many times, and one must not overstay in

each visit. Also, one must greet visitors with a cup of tea, coffee, or water.

It is seen as poor mannered when someone lies down with their foot pointing at someone.

Also, it is unacceptable to remain lying down when being spoken to by someone who is older

than him or her. Many households have buddha images in certain parts of their house; therefore,

he or she should never have their feet pointed towards an image of a Buddha when lying down.

Thailand has their social taboos that are still strictly highlighted. Making direct

references to sex and sexual desires in public is improper, or impolite.14 Another social taboo is

that one should never touch another person’s head.15 The head is the most sacred part of a human

body. It is taboo to ignore the national anthem is playing. Once the national anthem is done

playing, one must perform a small bow. It is alsoconsidered a social taboo to step on a coin or a

cash because it is equivalent to kicking the king in the face.16

Etiquette and Greetings

university/thai-manners/thai-social-etiquette-everyday.html.

13
Pengsri Kiengsiri, Sudchit Bhinyoying, and Malithat Promathatavedi, “Chapter VIII: Everyday
Etiquette.”

14
Jaray Singhakowinta, “Unimaginable Desires: Gay Relationships in Thailand.” (London: Goldsmiths,
2010), 19

15
Paul Gray et al. “The Rough Guide to Thailand.” (London: Rough Guides Limited, 2012), 43

16
Paul Gray et al. “The Rough Guide to Thailand,” 43
 5

Temples are considered the most sacred place. One should remove his or her hat and

shoes before entering a temple. When walking past respected objects, one must bend their head

infront of the object to pay respect.17 It is mandatory to wears long trousers, or knee length skirts,

and a shirt that covers both arms.18 Women must never sit or stand next to a monk.19 Women are

not allowed to hand anything directly to a monk. Instead, women must put the object down on a

surface so that the monk can then pick it up later.

Everyone must know how to do the “wai” greeting. The person must bow their head and

place their hands together in a prayer position. When being greeted by the “wai,” one must return

the gesture with a smile. Seniority is very important; therefore, younger people are always

expected to give the older people the “wai” greeting first as a form of respect. If the person is the

oldest in a place, they are not expected by the crowd to greet anyone with the “wai” greeting.

Societal and Governmental Structure

The societal structure is highly hierarchical. There is differentiation between the “high

and low status, young and old, male and female, the strong and weak, master and servant, senior

and junior, and rich and poor.”20 Social groups and individuals’ age plays a big role in how Thai

people behave towards one another. Individuals who are the oldest in age or is socially the

highest in ranking receives the most respect in the society.21 The hierarchical social structure

17
Pengsri Kiengsiri, Sudchit Bhinyoying, and Malithat Promathatavedi, “Chapter VIII: Everyday
Etiquette,” Study in Thailand, Accessed November 4, 2021, https://studyinthailand.org/study-abroad-thailand-
university/thai-manners/thai-social-etiquette-everyday.html.

18
Paul Gray et al. “The Rough Guide to Thailand.” (London: Rough Guides Limited, 2012), 43

19
Paul Gray et al. “The Rough Guide to Thailand,” 44

20
Paul Gray et al. “The Rough Guide to Thailand.” (London: Rough Guides Limited, 2012), 43

21
Jeffrey Hays, “Thai Society: Hierarchy, Status, Class, Hi-so Culture and the Patron-Client System,”
Facts and Details, accessed November 13, 2021, https://factsanddetails.com/southeast-asia/Thailand/sub5_8c/entry-
3228.html.
 6

strongly emphasizes on the importance of maintaining harmonious relationships. Within the

social structure, Thai people are believed to do anything to keep a relationship.

The Thai government went through many changes in the past few years. First, the

country practices a parliamentary democracy with a constitutional monarchy. The Royal Family

reigns: however, they do not rule the country. The Royal Family are ceremonial, and they

contribute to the development of the Kingdom.22 The rest of the government is controlled by the

prime minister and the cabinet. The prime minister is “elected through an open vote by the

members of the House of Representatives” and the cabinet is formed by the prime minister.23 The

country has 17 constitutions in total and the most recent constitution was drafted in 2007.24

However, in May 2014, the 2007 constitution was suspended due to the military coup. As a

result, another constitution was implemented by the military. According to the constitution, the

one who loses the election is to lead the government anyways. The Prime Minister is to be

elected by the Senate, whose 250 members are entirely nominated by the military army, and the

500 members of the House of Representatives that are elected directly.25 In addition, the head of

the military group only needs 126 votes of 500 members of the House of Representatives to

become a prime minister.26 In 2019, Thailand went back to being a democratic country with a

constitutional monarchy, with a parliament.27

Religious Composition and Demographic

23
Royal Thai Embassy, “Thailand in Brief”

24
“Government and Society,” Encyclopædia Britannica, accessed November 13, 2021,
https://www.britannica.com/place/Thailand/Government-and-society.

25
Eugénie Mérieau, “How Thailand Became the World's Last Military Dictatorship,” The Atlantic,
accessed November 14, 2021, https://www.theatlantic.com/international/archive/2019/03 /thailand-military-junta-
election-king/585274/.

26
Eugénie Mérieau, “How Thailand Became the World's Last Military Dictatorship.”
 7

Buddhism is the national religion; however, Islam is the largest minority religion in

Thailand, and there is also animism.28 Buddhists believe that human life is one of suffering. One

needs to meditate, practice spiritual and labor, and good behaviors to achieve enlightenment.

There are about 2,000 mosques in the country. Muslims are fully supported by the states and are

free to work and practice their religion. Animism is a religion where people worship spirits.

Those who practices Animism, their house must have a Spirit house that is constructed for the

spirits who previously occupied the land. The spirit house must be place in the best spot on the

land. Daily offerings such as flowers, incense, candles, and food are to be placed inside the spirit

house.

Thailand consists of 77 provinces with a total of 70 million people.29 The country has a

high diverse range of ethnic groups that could be separated into three main groups. 75% of the

population are Ethnic Thai, 14% are Thai Chinese, and 3% of the people are ethnically Malay.30

Laotians make up 30% of the Thai population. The main languages that are spoken in Thailand

are Thai, English, and their ethnic and regional dialects.

      Unwritten Rules and Expectations

There are several unwritten rules and expectations within the society. People are

reminded that they must be a grateful person and to never forget the good deed that was done to

27
Panu Wongcha-um and Jiraporn Kuhakan, Thai Prime Minister Declares End of Military Rule,”Reuters,
accessed November 14, 2021, https://www.reuters.com/article/us-thailand-politics/thai-prime-minister-declares-
end-of-military-rule-idUSKCN1UA1D4.

28
Paul Gray et al. “The Rough Guide to Thailand.” (London: Rough Guides Limited, 2012), 746

29
Paul Gray et al. “The Rough Guide to Thailand.” (London: Rough Guides Limited, 2012), 746

30
Paul Gray et al. “The Rough Guide to Thailand,” 745
 8

them. All children are taught to always find an opportunity to reciprocate that good deed.31 Also,

it does not matter if someone arrives late to a public dinner invitation or does not turn up at all. If

one intends to invite a small amount of people to a dinner out in public at a fixed time, he or she

must be very clear to their invitees that they are expected to be there on time.32

Part 2: Leading Effectively with Cultural Intelligence in Thailand

5 Realistic Scenarios Needing Cultural Intelligence

The first scenario involves being around people who are older. The community is

communal which comes with many gatherings that involve guests sitting on the floor in a house.

If one has the need to move pass and infront of someone who is older in order to leave the

crowd, they will have to move pass the elderly while staying on their knees and only stand up

when they pass all the elderly people. If he or she must walk pass an elderly person, they must

bow down a little bit. It is never acceptable to walk pass an elderly person with a straight body

posture.

The second scenario is that in a workplace, one must not speak or share their opinions to

the manager unless it was requested. The leadership style is hierarchical which leaves not many

rooms for feedback from the employees. One may find themselves conversing with someone

who is older and is saying something they should not be saying. However, since the person

talking is older, it is not acceptable for someone younger to correct their behaviors.

The third scenario is that Thai people will casually talk about weight and body sizes in

public. This topic of conversation normal and people will make comments on each other’s body.

31
Pengsri Kiengsiri, Sudchit Bhinyoying, and Malithat Promathatavedi, “Chapter VIII: Everyday
Etiquette,” Study in Thailand, Accessed November 4, 2021, https://studyinthailand.org/study-abroad-thailand-
university/thai-manners/thai-social-etiquette-everyday.html.

32
Robert Cooper, “Cultureshock! Thailand: A Survival Guide to Customs and Etiquette,” (Singapore: Natl
Book Network, 2020), chap. 10.
 9

The comments do not limit to whether they know the person, or not. Commenting on someone’s

weight and body sizes is an expression of them caring about the other person’s well-being.

The fourth scenario is that the elder will never greet anyone that are younger than them.

The superior figure, or the older person will talk bad about the person who did not greet them

with the “wai” first and consider them rude and disgraceful. They will sometimes become colder

towards the younger person. It is very important to understand the Thai social hierarchical

structure, and to not forget to greet anyone who is older first.

The fifth scenario is that it is very unlikely for Thai people to say no to something.

Hearing the expression of hunger, Thai person may start bringing out food or go get food for the

person. The Thai people often avoid saying no because of their Buddhist faith. Also, the people

avoid saying no because they consider their reputation as a very important aspect of their image.

This mindset stems from the Buddhist core teachings. Although the person says yes and

promises to get something done, it could most likely mean no.

Strategy Proposals

For the first scenario, one will have to plan to adjust their assumptions and behaviors in

during the gatherings. Leaders with high CQ strategy are conscious of what they need to do to

know about an unfamiliar culture and settings.33 To avoid disrespecting the elderly, one must ask

questions and be aware of who they are sitting next to. They will most likely already have

someone at the gathering that they are familiar with. They could ask the specific person what

types of mannerisms are expected at a gathering to avoid any conflict. One should never assume

that everyone is younger than them, or the same age. If they are to interact with others, they must

plan on what all they can say and talk about to the Thai people.

33
David A. Livermoore, Leading with Cultural Intelligence: The New Secret to Success, (New York:
Amacom, 2015), 135.
 10

In the second scenario, one can prepare for the situation by “looking for unfamiliar

behaviors and see if it is consistently done by others.”34 Situations may require the person to

think fast when surrounded by many others; however, it is always good to prepare oneself by

observing other people. One can also plan by practicing one of Elmer’s six skill sets for effective

servanthood, learning “about, from, and with other people.”35 Not being able to share their

opinions to a manager may not be agreeable, however practicing this skill will allow individuals

to better understand why it is important to not express their opinions with a superior figure, or an

elderly person.

A way to prepare for the third scenario is to learn the different ways to work with people

from high-context cultures. Individuals must “learn to listen to what is meant instead of what is

said.”36 Before walking into a Thai society, it is important to reflect more and be able to search

for implicit cues and “read the air.”37 Also, one can prepare by checking their surroundings to see

if his or her assumptions of the behaviors are right.

The fourth scenario could be prepared for by practicing self-awareness. Self-awareness is

one way for developing CQ strategy. Becoming more aware of oneself is the key strategy for

preventing any kind of frustration, burnout, and fatigue when working cross-culturally.38The

order of who greets first may not matter much because the social hierarchical is not as important

34
David A. Livermoore, Leading with Cultural Intelligence: The New Secret to Success, 147.

35
Duane Elmer, Cross-cultural Servanthood: Serving the World in Christlike Humility. (Downers Grove,
IL: InterVarsity Press, 1993), 106.

36
Erin Myer, The Culture Map: Breaking through the Invisible Boundaries of Global Busines. (New York:
PublicAffairs, 2014), 50.

37
Erin Myer, The Culture Map: Breaking through the Invisible Boundaries of Global Busines, 50.
38
David A. Livermoore, Leading with Cultural Intelligence: The New Secret to Success, 144.
 11

to the Westerner. With self-awareness, the individual can look for cues as to whether the Thai

person holds the same perception.

One way to prepare for the fifth scenario is by finding a cultural guide. It is always

important to find a local Thai person who can accurately coach on how to live successfully in a

Thai society. To avoid getting hurt because someone does not follow through with what they say,

one must become aware of the hidden messages behind the word “yes.” The person maybe

laughing and smiling, which at first may look like they are willing to do something; however, the

laugh and the smile may be because they are nervous. Their cultural guides could guide them

through this.

Action Proposals

For the first scenario, the individual must make sure that they have a smile on their face

when they move pass the elderly person. While they move pass the elderly person, they must

make sure they make eye-contact because to allow the other person to know that they are being

acknowledged. The individual should always make sure to verbalize “excuse me” so that the

other person knows to shift out of the way. It is not acceptable to touch the other person with

their foot, even if it was just an accidental tap.

In the second scenario, one must be careful with their facial expression. There will be

certain actions that one may not agree with; however, they should never show their disagreement

with their facial expression. When conversing at a workplace, or anywhere, one must make sure

that their arms are not being folded. This body position would be seen as ill-mannered by the

Thai society. To avoid conflict, it is important that one understand how Thai people perceive

different body positions and facial expressions.

When someone makes comments about the other person’s weight and body size, it is

important to have the knowledge about what topics are acceptable within the society. Talking

about weight and body sizes may be considered rude in other cultures; however, it is important to

learn that this topic is not disrespectful in the Thai society. Mentioning someone’s weight is an

expression of a compliment. With this knowledge, one can adapt and become less offensive

when hearing these types of comments.

The individual should adapt to the culture for the fourth scenario. Before they adapt, they

are to ask themselves with the culture is tight or loose. Thailand is considered to have a tight

culture because the society has specific expectations of how people should behave. Although the

order of greeting each other may not be important for foreigners, it is strictly stressed in a Thai

society; therefore, one must adapt and accept the culture.

For the fifth scenario, one must know the importance of delivery when it comes to using

certain words, or phrases. “Even when appropriate words are chosen, how the information is

delivered can cause a great deal with miscommunication.”39 If one really wants the other person

to follow through with their “yes,” they will have to deliver their request clearly and express its

urgency One must know the appropriate level of enthusiasm, pace, and style to use when talking

to a Thai person.40

Servant Leadership

Humility is one of the biblical principles that one should demonstrate in the first

scenario.41 One should not feel defensive if asked to move past the elderly person while on their

39
David A. Livermoore, Leading with Cultural Intelligence: The New Secret to Success, 167.
40
David A. Livermoore, Leading with Cultural Intelligence: The New Secret to Success, 167.
41
Duane Elmer, Cross-cultural Servanthood: Serving the World in Christlike Humility. (Downers Grove,
IL: InterVarsity Press, 1993), 27.
 13

knees. To be a great leader in another country, one must be considerate of the people’s feelings

and norms. Before approaching a workplace or engaging in a conversation with someone who is

older, one must demonstrate their understanding of “silence is wisdom.”42 Individual should

approach the third scenario with acceptance. One must learn how to “take initiative in showing

acceptance toward other…”43A great leader should not submit to the temptation to seek “control

and power in order to accomplish one’s will and achieve desired results”44 It is easy to ignore the

social norm of greeting the elderly first and express one’s power over everyone; however, that

does not fit the biblical guidelines. Before entering the culture, one should learn how to better

understand the indirect strategies that are used by Thai people to protect their reputation.

Closing the Cultural Profile Gap (Personal Leadership Development Steps)

The communicating scale revealed that Thailand prefers high-context communication,

and the writer plotted near the low-context communication. Communication in Thai culture is

sophisticated, nuanced, and layered. Reading between the lines is highly needed in Thailand.

Within this culture, less is put in writing, and more is left to interpret. The writer prefers a type of

communication that is precise, simple, and explicit. The writer likes her messages to be

expressed and understood at face value. Clarity is highly valued by the writer; therefore,

repetition and written confirmation are much appreciated.

42
Duane Elmer, Cross-Cultural Conflict: Building Relationships for Effective Ministry, (Downers Grove,
IL: InterVarsity Press, 1993), 121.

43
Duane Elmer, Cross-cultural Servanthood: Serving the World in Christlike Humility. (Downers Grove,
IL: InterVarsity Press, 1993), 57.

44
Sherwood G. Lingenfelter, Leading Cross-Culturally: Covenant Relationships for Effective Christian
Leadership, (Grand Rapids, Mich: Baker Academic, 2008), 24.
 14

The deciding scale revealed that the culture makes top-down decisions. In contrast to the

norm of the culture, the writer scored closer to consensual. Thailand has a hierarchical society

where superiors make all the top-down decisions without their employees’ interference. The

writer has more of an egalitarian point of view when it comes to working with others.

For the scheduling scale, the results show that Thai people view time as more flexible;

however, the writer scores closer to linear time. The writer adapts well to changes in schedule,

but she often sticks to the plan when a time has been set. On the other hand, Thai people more

likely to treat a schedule as a suggestion.

The author has increased her cultural intelligence from where she once was. She

increased her cultural intelligence is by doing more in-depth research into the Thai culture and

their way of life. The author increased her cultural intelligence by reaching out to Thai students

and friends in the area to inquire more about their culture. Another way to increase cultural

intelligence is by developing an awareness of self in relation to others. Letting go of all biases,

the author reflected on her own Laotian background and experiences and how it has influenced

her, and then compared it to how Thai people’s behaviors are influenced by their culture and

experience. She looked for differences and similarities to increase her cultural intelligence.

There are several steps that the author must take to close the cultural profile gap. First,

the author can find a Thai community and communicate with the people from the culture. When

being around the Thai community, the author must ask relevant questions and make it clear to

her peers that she is seeking feedback. She should always confirm her understanding to better

understand the high-context conversations. When entering the culture, the writer must pay close

attention to the hierarchy and the seniority within the location. This will help the author know

who is in charge and see if the workplace values the top-down style of decision making. Another
 15

step the author must take is working on how to be more flexible with time. To practice this skill,

one should submerge her into an environment where everyone believes that time is flexible. It

may take a little time to close the gap; however, it can be done through further research and

interaction with the Thai culture.

Conclusion

The research paper reveals that it takes a lot of work for a country to function the way it

does. It is not enough to only study the surface of a country before going to work in the culture.

Before entering another culture, one must look beyond the surface and truly understand the

culture to gain cultural intelligence and close the cultural gap.

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