Joyful movement: Thailand’s sanuk approach could redefine nationwide physical activity
A new wave of science says fear-based health campaigns don’t build lasting exercise habits. Instead, joyful, social, and easily accessible activity—rooted in Thailand’s own sanuk culture—may unlock higher participation and long-term health gains. Researchers emphasize that enjoying movement is more powerful than warning about disease risk, a shift with clear implications for Thai readers and policy makers alike.
Data from global health authorities show inactivity is a rising concern, with nearly one in three adults worldwide not meeting movement guidelines and projections suggesting continued growth unless interventions adapt. In Thailand, office work and urban living increase sedentary time, yet many adults still meet basic movement targets. Emerging evidence suggests sanuk—the Thai emphasis on making activities enjoyable—could be the country’s most effective strategy to cultivate sustainable physical activity and reduce chronic disease.
