Boom time for Thai ethnic-wear biz

History fever is gripping Thailand and a growing number of Thais are wearing traditional dress, a phenomenon encouraged by the junta and the palace, and fuelled by a popular television soap opera. But the trend, which began with a ‘winter fair’ initiated by King Maha Vajiralongkorn in February, has also been criticised by some as an attempt to glorify an era of absolute monarchy and gloss over the junta’s shortcomings nearly four years after it took power. 

“History has long been used by the elite to maintain their status in politics,” said Anusorn Unno, Dean of the Faculty of Sociology and Anthropology at Thammasat University.

“Right now the junta is facing new challenges from a new generation of people so they have retreated to history to say that the past is better and more suitable for Thailand.”

Among the popular costumes are those worn during the reign of former King Chulalongkorn, known as Rama V, who ruled from 1868 to 1910 and is credited with saving Thailand from Western colonialism. 

Television has also played a part. Love Destiny, a soap opera set during the 1656 to 1688 reign of King Narai the Great, has taken Thailand by storm..Many Thais are visiting the ancient capital of Ayutthaya, north of Bangkok, where scenes from Love Destiny take place. They pose for “selfies” dressed in traditional garb against the backdrop of the ruins. Prime Minister Prayuth Chan-ocha met with cast members at Government House and hailed the series as an example of the government’s long-standing policy of promoting ‘Thai-ness’. 

Costume fever: In Ayutthaya, 80 km (50 miles) north of Bangkok, visitor numbers have nearly tripled since Love Destiny began, according local media. “It was booming since the winter fair held by our king and then this soap opera fuelled the Thai costume fever,” said Chutima Wongchiangkwang, 55, a costume vendor. Wearing traditional clothes can get you a discount at the cinema.