Nowadays, there’s an expensive price tag and a high social currency associated with wellness and longevity. The latter already sparked a viral online debate in Thailand mere weeks ago, with thought leaders and influencers sharing their interpretation of longevity, and whether it’s turned into a measure of wealth, therefore creating pressure for the aspiring class and demanding you keep up appearances by investing in ice baths, wearing tech devices and measuring your sleep quality. Whilst advocating for wellness is all well and good, there are more ways to live a balanced life than constantly quantifying and tracking your wearables.
This trend is seeping through everywhere, even in luxury hotels. In 2024, Aman appointed tennis legend Novak Djokovic as its first Global Wellness Advisor in a multi-year partnership.
Thailand is well-positioned for a wellness ecosystem. Our country’s wellness economy was valued at 1 trillion baht in 2024. Just look at some world-class establishments we have on hand – from Chiva Som, which ranks high on every wellness retreat list, to RAKxa Wellness Retreat in Bang Krachao, a newer player that launched in 2020 but quickly gained traction due to its facilities and reputable services. These retreats have emerged as a new status symbol.
There are various layers of segmentation to our country’s wellness ecosystem, from retreats to clinics, spas, boutique gyms and restaurants offering clean food.
An Aston Martin or a Richard Mille on your wrist may shout it from the rooftops, but in today’s wellness and longevity-minded culture, contemporary urbanites also measure success with measures of time, flexibility and their Whoop devices. Nowadays, an indication of wealth may be someone who squeezes in a vitamin IV drip on a Tuesday afternoon and checks into RAKxa for a weekend of mindful treatments.
Think of all the conversations you have at dinner tables. Aside from discussing where the best Ulthera treatment is, mentions of blood sugar levels, sleep treatments, and anti-aging regimens likely dominate if you’re over 32. These conversations may be anecdotal, but they’re translating to real money spent. We’ve never been more obsessed with tracking not only how many hours of sleep we’re getting per night, but also the quality of such sleep. We’re pouring money into this whole new urban lifestyle, and hacking our bodies to live longer.
There’s an exhaustive list of activities to spend time on and multiple customised tests to pay for.
At home party recovery drips? Check. Cryotherapy? Check. There’s a lot of social pressure to participate in and join this wellness movement, even if we’re not entirely sure of its benefits.
As Thais, we love following the latest trends and joining in on the hype, and there are endless benefits to wanting to live longer and better. However, we must also not forget the very basics that hold our health together: rest, exercise and hydration.