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Gen Z Thais love to spend, yet tight budgets have pushed more than 70% to switch to cheaper brands for food, drinks and general items, according to research by the marketing agency VML Thailand.

The study identified a ‘consumer paradox’ among Thai shoppers, revealing a web of contradictory behaviours and beliefs that cause brands to lose between 35% and 55% of revenue opportunities.

The research is based on VML’s analysis of its global studies such as ‘The Future 100’ and ‘Future Shopper’, a related survey of more than 45,000 global consumers and cross-checking of data from partners such as Kantar and Euromonitor, aiming to decode the complex psychology of modern Thai consumers.

The report found four characteristics reshaping Thailand’s marketing landscape. The first is that despite economic pressures, Gen Z Thais show a strong desire to spend on food, beverages and personal expenses.

However, this desire clashes with a limited capacity to spend, leading more than 70% to seek cheaper brands.

Nearly half of this group also wants to save and invest for the future.

In contrast, Gen X and Baby Boomers, who have better financial standing, focus on saving but are still willing to spend on health products and enjoyable experiences.

Second, people feel the need to disconnect and escape digital overload, yet they are equally driven to reconnect and stay socially engaged.

While more than 90% of Thais are constantly connected to the internet and social media, there is a growing sense of ‘technology fatigue’, noted the study.

Nearly 80% of Thais are considering controlling their data consumption, and 71% report feeling tired of technology. Some 38% of the population have sought real-world activities for better mental health.

However, Thais still view technology as a crucial tool for improving human connections and life opportunities, according to VML.

The third finding is consumers demand authenticity and real value, yet still crave the excitement and allure of the ‘wow’ factor.

Trust is a major issue, with more than 80% of Thais worried about the prevalence of fake news on social media, fuelling demand for authenticity (64%) and trustworthiness (70%) from brands, noted the study.

However, simply being honest is not enough. Some 73% of consumers also want brands to be entertaining, engaging, and create exciting ‘wow’ moments that make them stand out.

Finally, health and wellness are top priorities for Thais and they are willing to pay extra for products in this category. Surprisingly, the younger Gen Z fears ageing the most, viewing appearance maintenance as a critical investment.

Conversely, 90% of Baby Boomers believe ‘age is just a number’, with over half feeling that life can begin anew after 60.

According to Parattajariya Jalayanateja, chief executive of VML Thailand, even when brand awareness is strong, achieving conversion to sales and customer retention can be a challenge.

The study found all industries suffer a 50-75% drop-off rate during the period when consumers move from considering a product to actually purchasing it, resulting in brands losing revenue opportunities by 35-55%.

She said these characteristics can become opportunities for brands that learn to create deep and sustainable connections.

The armed robbery of a gold shop in Narathiwat’s Sungai Kolok district on Sunday, which netted over 35.6 million baht in gold jewellery, was carried out to fund a southern separatist network, according to the Internal Security Operations Command (Isoc) Region 4.

Investigators looking into the heist found two pick-up trucks, which they believe were used by the suspects on Monday. The vehicles were abandoned at a palm plantation in Waeng district.

Explosive Ordnance Disposal (EOD) and forensic officers were deployed to the site to ensure that there were no explosives hidden in the vehicles and to collect fingerprints and DNA evidence.

Police believe the heist involved 19-20 men divided into three groups. The first group of individuals stole the two pickup trucks used in the heist, another raided the gold shop, while a third planted explosives and scattered spiked strips around the shopping centre to prevent being chased.

In total, two bombs were detonated, one damaging a streetlight pole along the Sungai Kolok-Sungai Padi road, while the other caused damage to a railway barrier.

The suspects are believed to have fled along the Sakor-Waeng route to Malaysia, via natural crossings.

Lt Gen Norathip Pounok, commander of the Fourth Army Region and acting director of Isoc Region 4, has ordered heightened security in both urban and rural areas. He also ordered extra patrols along the Thai-Malaysian border.

Security agencies are reviewing CCTV footage and collecting forensic evidence to identify those involved, he said.

Investigators suspect the group has ties to the Barisan Revolusi Nasional (BRN), a key rebel movement in Thailand’s deep South.

Officials believe the heist was not only intended to create panic but also to generate funds for rebel activities. Similar cases in the past include coordinated ATM robberies in August and a major gold shop raid in Songkhla in 2019.

Prime Minister’s Office spokesman Siripong Angkasakulkiat said Prime Minister Anutin Charnvirakul has expressed confidence that the situation will be resolved soon.

In Bangkok’s increasingly competitive luxury real estate market, SCOPE has emerged not merely as a developer, but as a thought leader shaping the very definition of luxury living in Thailand. The company’s projects – From SCOPE Langsuan to SCOPE Promsri to SCOPE Thonglor- have consistently set new benchmarks, positioning SCOPE as a brand synonymous with world-class design, well-being, and uncompromising attention to detail.

‘Luxury is not simply about price,’ Yongyutt Chaipromprasith, CEO of SCOPE Co., Ltd. explains. ‘It’s about creating a way of life that truly elevates how people live. Our long-term vision is to deliver timeless luxury – residences that hold their value for decades and are always best-in-class.’

This philosophy is captured in the brand’s guiding philosophy: Think Sharp, Live Distinct. It reflects SCOPE’s commitment to blending product excellence, lifestyle integration, and world-class hospitality into a seamless experience that resonates with Thailand’s most discerning buyers.

The Philosophy Behind ‘Think Sharp, Live Distinct’

SCOPE’s guiding philosophy – Think Sharp, Live Distinct – integrates three pillars: Product Excellence, Lifestyle Integration, and World-Class Hospitality. These pillars reflect the company’s belief that luxury is not defined by superficial indulgences but by thoughtful design, curated experiences, and emotional well-being.

Each unit is designed to enhance physical, emotional, and social health. Services such as a penthouse assistant, weekly housekeeping, and valet parking bring ease and convenience to daily life, while an in-house chef and amenities like gyms, spas, and communal spaces promote healthy, balanced lifestyles. The residences are also pet-friendly, with dedicated dog and cat care services ensuring every member of the family is well looked after.

‘We ensure that residents can live comfortably without compromising privacy, comfort, or community harmony,’ says Mr Yongyutt, highlighting SCOPE’s focus on aligning residents’ lifestyles, social health, and well-being across every project.

Well-Being as the Core of Luxury

Central to SCOPE’s identity is the idea of enabling well-being, defined through three dimensions: Physical Health, Emotional Health, and Social Health.

‘Physical health stems from thoughtful design, specifications and amenities that encourage healthier living,’ Mr Yongyutt notes. ‘Emotional health comes from spaces and services that allow residents to feel relaxed, happy, and free of stress. Most importantly, social health is about living among like-minded individuals who share similar values and lifestyles.’

He adds that true comfort is not just about having a beautiful apartment but about the community one lives in. ‘Two buyers may have the same level of wealth, but if their lifestyles are completely different, friction can arise. Social alignment is more important than money. If lifestyles are shared, everything flows more harmoniously.’

This philosophy shaped projects like SCOPE Promsri, where the developer deliberately designed one-bedroom residences. By focusing on only one type of residence and a tightly defined target demographic, SCOPE eliminated potential frictions while delivering a product that fits both end-users and investors.

The result? A development that resonated with its audience, attracting buyers who use their units as a ‘third home’ or weekend retreat, while also appealing to tenants seeking pet-friendly living and full-service convenience.

Crafting Distinctive Experiences

SCOPE’s projects are unified by a commitment to design excellence and lifestyle integration. Every detail – from architecture and materials to services and shared spaces – is calibrated to enhance the resident experience.

At SCOPE Thonglor, for instance, the concept of privacy is elevated to the extreme. ‘Typical condominiums reserve penthouses for just a few buyers, leaving the rest of the residents in smaller and less cohesive spaces, which creates imbalance. At SCOPE Thonglor, every unit is designed as a private-floor residence, offering complete privacy,’ he explains

Ranging from 416-765 square metres and priced from 247-615 million baht, each residence reflects the exclusive vision of Thomas Juul-Hansen, the world-renowned architect behind some of the most expensive penthouses in New York and London, who has made SCOPE Thonglor ‘The Penthouse of Penthouses’ – the one and only in Thailand. ‘Everyone lives at the same elevated level,’ he explains.

SCOPE Thonglor also redefines urban luxury by integrating services that mirror five-star hospitality into everyday living. From weekly inclusive housekeeping and a service kitchen with in-house chefs to blow-dry services, daily complimentary coffee – and soon, a partnership with a renowned matcha brand to bring this experience to all its residences – valet and auto parking, and even on-site pet grooming, every detail anticipates residents’ needs. Here, luxury is not about excess but about reclaiming time and peace of mind.

‘Many wealthy people own properties abroad but still opt for hotel stays,’ Mr Yongyutt says. ‘For this reason, we bring that same hotel-level service into the home. It’s about emotional well-being – ensuring residents feel relaxed, cared for, and free from stress.’

Understanding the Ultra-Wealthy

SCOPE’s primary audience consists of Ultra-High-Net-Worth Individuals (UHNWIs), both domestic and international. For this group, a luxury residence is not simply a place to live but a reflection of their taste and an investment in quality of life.

‘These clients look beyond square footage and location,’ he notes. ‘They want timeless design, impeccable service, and the assurance that their property will hold value.’

This insight drives SCOPE’s uncompromising approach – working with world-class architects and designers, specifying materials of the highest standard, and considering even unseen details such as soundproofing and dedicated rest areas for service staff within buildings.

A New Global Standard

SCOPE’s mission is nothing less than to position Thailand prominently on the global luxury real estate map. The company partners with internationally renowned designers such as Thomas Juul-Hansen for SCOPE Langsuan and SCOPE Thonglor, incorporates the iconic French furniture brand Ligne Roset throughout SCOPE Promsri, and elevates residential service to the level of world-class hospitality. Together, these elements define a standard of living that sets SCOPE apart in both Thailand and the wider region.

That vision has already translated into tangible results. SCOPE Langsuan, for instance, achieved record-breaking prices per square metre – a testament to the power of distinctive design and precise market positioning. ‘Location is critical, but design wins,’ Mr Yongyutt reflects. ‘When people see great design, they remember it – and they are willing to pay for it.’

With a portfolio of three flagship projects valued at 15 billion baht already reshaping expectations in Bangkok, SCOPE has proven its approach. Looking ahead, the company remains focused on creating fewer but better developments, each tailored precisely to its location and clientele.

‘We don’t copy and paste projects,’ Mr Yongyutt concludes. ‘Each site demands a unique product, but our core remains the same: design, quality, and well-being. That is what will carry SCOPE – and Thai luxury real estate – onto the world stage.’

Pol Gen Permpoon Chidchob, a former education minister and younger brother of Newin Chidchob – widely regarded as the real power behind the governing Bhumjaithai Party – has been appointed as an adviser to Prime Minister Anutin Charnvirakul.

The cabinet on Tuesday approved the appointment along with those of several other political officials. Pol Gen Permpoon served as education minister in the administration of former prime minister Srettha Thavisin.

His appointment as education minister at the time drew sharp criticism, particularly from the now-defunct Move Forward Party. The opposition party, the predecessor of the People’s Party, cited his role in the fatal hit-and-run case involving Vorayuth ‘Boss’ Yoovidhya.

The heir to the Red Bull fortune crashed his Ferrari into a motorcycle driven by a police officer in the Thong Lor area of Bangkok on Sept 3, 2012.

The National Anti Corruption Commission found that Pol Gen Permpoon, while serving as an assistant to the national police chief, failed to object to prosecutors’ decision to drop two charges against Vorayuth.

Pol Gen Permpoon faced unspecified disciplinary action at the time but was not among those indicted in 2024 for offences including manipulating speed estimates that resulted in the charges being dropped.

Two former senior prosecutors were sentenced to jail in April this year for misconduct in connection with the ‘Boss’ case.

The last remaining charge against Vorayuth, reckless driving causing death, carries a penalty of up to 10 years in jail, and expires in September 2027.

More than 350 private hospitals in Thailand have signed on to a government initiative to offer patients the option of buying medicines from external sources, according to the Department of Internal Trade.

The initiative aims to benefit Thais and expatriates, and is anticipated to reduce living costs by 32.4 billion baht, said Wittayakorn Maneenetr, director-general of the department, part of the Ministry of Commerce.

The ‘Happy Body, Happy Wallet’ programme is meant to enhance consumer choice by allowing patients to compare prices for medicines and supplies outside private hospitals, he said on Tuesday after meeting with hospital and Ministry of Public Health executives.

According to the guidelines, patients wishing to purchase medicines externally must inform their doctors during the consultation. The doctor then provides a prescription before payment is made at the hospital counter.

A total of 354 hospitals from nine private hospital groups nationwide plan to participate in the programme.

They include Bangkok Dusit Medical Services (BDMS), the country’s largest operator with more than 50 branches under the Bangkok Hospital, Samitivej, BNH, Phyathai and Paolo groups. Other participants are Thonburi Hospital, BPK Hospital Group, Bangkok Chain Hospital (Kasemrad Hospital), Ramkhamhaeng-Vibharam Hospital, Principal Healthcare Company, Navaminthra Hospital, Synphaet Hospital and Chularat Hospital Group.

The Department of Internal Trade plans to meet on Friday with the Pharmacy Association to work out details of the registration process. There are 20,099 pharmacies in Thailand, with 19,206 of them (93%) employing full-time licensed pharmacists.

Mr Wittayakorn said the project would cover about 90% of all medicines, including treatments for chronic conditions such as hypertension, diabetes and high cholesterol, along with essential medical supplies. The scheme does not cover medicines for more severe or critical illnesses that require continued treatment, such as heart disease and cancer therapies.

For the next phase, he said the department intends to assess the pricing structures of medicines to ensure fairness and transparency in their cost management practices.

‘This initiative is anticipated to reduce consumers’ expenses by 32.4 billion baht and ease overcrowding in public hospitals,’ said Mr Wittayakorn.

Paiboon Eksaengsri, president of the Private Hospital Association, said the collaboration would empower patients to buy medicines with a doctor’s prescription from a pharmacy of their choice.

Outpatients at private hospitals frequently complain about excessive markups, often ranging from 50% to 100% over what outside pharmacies charge. Many hospitals do not carry generic drug alternatives, though doctors will offer advice if asked.

Mr Paiboon said the high prices of medicines are influenced by various factors. For private hospitals, this includes their investments in land, medical equipment, management and marketing expenses, as they lack government subsidies.

Private hospitals typically operate with an average profit margin of 10%, he said.

He expressed concern about quality control for people buying medicines outside of hospitals, pushing for stringent oversight of pharmacies to prevent the distribution of substandard or counterfeit medications.