Selling Thailand

Thai culture is always the big playing card in Thailand.  It seems to rule everything and everyone for better or worse.  We all have our culture and culture is important to us all but I have never lived in any place where culture has such a huge part to play in daily life and in the politics of running the country.

A new tourism campaign has been launched by the Tourism Authority of Thailand, named "Discover Thainess".  Well, what is Thainess, one may ask?  For this campaign, Thainess is defined by the young, attractive and gracious Thai female dressed in traditional dress, peacefully meditating.  This is their chosen definition of Thai culture.  Interesting!!

Living here, I am immersed in Thai culture and I have to say that it is a mixed bag.  It is not all gracefulness and smiles and beauty.  Having said that, this is okay as this is the same for all cultures, with each having its good and not so good sides.  The issue here is that their culture is idealized or nearly deified and I ask why and by whom for I see this as a rather dangerous path to follow in any society.  Still this happens for a purpose.

The everyday reality here is that beyond the graceful greetings and kind ways, there is a ruthlessness and a level of anger.  It is hidden but it is there ready to raise its head when judged needed.  One can accept that this is only being human and to be expected.  The shock here is that you are led to believe as an outsider that none of this exists in Thailand but it sure does, I can assure you.  It is just lying under the surface, coming out at select times and in select ways.

I experienced this rising up of the dark side in the work place on Monday.  I needed to act responsibly in my leadership role by presenting issues to the staff.  I did not go in innocently.  I did expect a backlash and I sure got it.  Having been here so long and knowing them so well, I was seeing all the undercurrents at play, all the issues that really mattered to them coming to the fore.  These included:
-protection of one's kingdom;
-anger at not being included in decisions;
-dissatisfaction with one's lot.
I understand all this.  The point here is that it is happening in a culture where they are highly controlled within their unchallenged hierarchical structures.  I see the level of unquestioned control as creating personal and interpersonal pressures.  Control just does not work or that is my take.  So there is the reaction when they have the chance, like when there is a meeting being led by an outsider, me.  What I also recognize is that this reaction acts against rightful acting on issues that need to be addressed.  The objective becomes coloured by the subjective and you start to question what is going on.  My response is to keep the focus but change the direction of action because you will get nowhere if you simply disaffect everyone.

You have to not only know and respect the culture but know how to sell your product within the limitations of this same culture.  Not easy and quite tiring but that is part of life here or anywhere and this makes life more exhilarating or more an adventure.