Neuroscience

A new international campaign launched at the 2025 Cannes Lions Festival is sending a strong message: neurodivergent minds are not a passing trend, but a critical force shaping the future of creativity. The “Beyond the Brief” initiative, helmed by multinational creative agency Havas, aims to radically shift how the creative industries understand, hire, and cultivate neurodivergent talent—emphasizing their potential as essential, not simply included as an act of tokenism. As the global conversation evolves, Thai companies and creative industries are now faced with the question: how can Thailand seize the competitive advantage that embracing neurodiversity offers?

Thailand’s creative sector stands at a pivotal moment. A global campaign presented at a major festival argues that neurodivergent minds—including ADHD, autism, dyslexia, and Tourette syndrome—are not a trend but a powerful driver of creativity. Thai firms and universities are encouraged to adopt inclusive practices to gain a competitive edge through diverse ways of thinking.

The campaign, led by a global agency, opened with a provocative session titled “Neurodivergent Minds: They Don’t Need Advertising. Advertising Needs Them.” Leaders from marketing, health networks, and the arts stressed how varied perspectives spark breakthroughs. A performing artist with ADHD shared that her mind’s rhythm fuels her art in ways conventional measures of creativity cannot capture. This sentiment resonates globally and is gaining traction across sectors.

A new study reveals that people with higher IQs are better at predicting life events, which leads to more informed choices. Led by the University of Bath’s School of Management and published in a leading psychology journal, the research highlights how intelligence influences everyday judgments about health, finances, and safety. For Thai readers, these insights help explain how knowledge can shape personal and national development.

Historically, researchers have linked intelligence to broad life outcomes such as income, education, and health. This study goes further by showing how cognitive ability affects probabilistic reasoning—the core skill behind risk assessment and decision making. In Thailand’s rapidly changing landscape, where households face more uncertainty, these findings resonate with efforts to build a knowledge-based society.

A groundbreaking new study has found that individuals with higher IQs possess a significantly greater ability to predict life events, resulting in better-informed decision-making. The research, led by the University of Bath’s School of Management and published in the Journal of Personality and Social Psychology, sheds light on the crucial role intelligence plays not only in academic and occupational achievements but also in everyday judgments about health, finances, and personal safety. For Thai readers, understanding these findings could prove essential in navigating critical choices for both personal and national development.

Smells can linger in memory long after the scent fades, shaping mood and behavior. A new study from the University of Florida reveals how the brain assigns emotional value to odors, offering fresh insights for sensory health and potential clinical treatments. The research shows that odor experiences are not just about smell notes—they’re tied to deep brain circuits that determine what we find pleasant or aversive.

In Thailand, where street market aromas swirl and local foods like pla ra (fermented fish) and other pungent scents are integral to daily life, the subjective nature of “good” and “bad” smells is more than a curiosity. As Bangkok and other cities become more diverse, understanding how the brain chooses which odors to embrace could impact mental wellbeing and everyday experiences, including healthcare environments.

A whiff of microwaved fish may linger in your kitchen—and your memory—but what makes some smells universally unpleasant while others draw fond nostalgia? Recent research from the University of Florida uncovers how our brains assign emotional value to odors, offering insights that could reshape approaches to sensory health and even clinical treatment of scent-related distress (SciTechDaily).

For Thais who cherish the bustling aromas of street markets or the stinging tang of fermented fish (pla ra), the subjective nature of “good” and “bad” smells is more than a curiosity—it’s a matter woven into daily life, heritage, and even mental wellbeing. As major Thai cities grow ever more cosmopolitan, and with mental health awareness rising, understanding exactly how our brain selects which odors to embrace (or reject) could have widespread impacts.

A brief daytime nap that reaches the N2 sleep stage can significantly increase the chances of creative breakthroughs and “aha” moments. A new study in PLOS Biology provides the first neural clues about why brief sleep may help the brain connect hidden dots. The findings have clear implications for Thai students, professionals, and anyone aiming to sharpen problem-solving.

This research offers more than a simple endorsement of afternoon rest. In Thai culture, taking a nap or “ngeep” is a familiar practice in everyday life, from temple routines to office breaks. The study helps validate this tradition with scientific evidence, suggesting smarter rest strategies could improve learning and productivity in Thai schools and workplaces, despite busy urban schedules.

A short daytime nap, especially one that allows a person to reach a deeper stage of sleep known as N2, may considerably boost the likelihood of experiencing creative breakthroughs and “aha” moments, according to a groundbreaking new study published in PLOS Biology. The research offers the first neural clues suggesting why even brief sleep might help the brain connect dots that were previously hidden, with potential implications for Thai students, professionals, and anyone seeking to enhance their problem-solving abilities.

A new study published in Nature shows that the brain remains active and preparing for future challenges even during daydreaming or aimless exploration. Researchers at Janelia Research Campus, part of the Howard Hughes Medical Institute, tracked tens of thousands of neurons in mice. They found that unstructured exploration helps the visual cortex build an internal map of surroundings, setting the stage for faster, more effective learning later on. These insights come from work with mice navigating virtual reality corridors that varied in texture and reward, revealing unsupervised learning at work in the brain.

A new study published in Nature reveals that even when you’re zoning out or aimlessly exploring, your brain may be hard at work preparing itself for future challenges. Researchers at the prestigious Janelia Research Campus, part of HHMI, recorded the neural activity of tens of thousands of neurons in mice. Their findings suggest that unstructured, goal-free exploration triggers the brain’s visual cortex to build an internal model of the environment—one that primes the mind for faster, more effective learning later on (Neuroscience News).

A new study from the Massachusetts Institute of Technology (MIT) has ignited debate over the cognitive impact of AI writing tools like ChatGPT, revealing that their use significantly reduces brain activity and leads to less creative, more “soulless” work. The findings, published in June 2025, raise questions over the future role of artificial intelligence in education, as policymakers and educators across the world—including in Thailand—navigate the integration of new technologies in the classroom.

A new MIT study raises critical questions about how AI writing tools like ChatGPT affect student thinking and creativity. Published in June 2025, the research suggests that using AI writing aids can blunt brain activity and produce more formulaic essays. The findings spark a global conversation, including in Thailand, about how to balance digital tools with foundational skills in classrooms.

The study followed 54 college students who wrote SAT-style essays on philosophical topics, such as the desirability of a perfect society and the moral obligations of the fortunate to help others. Participants were assigned to three conditions: using ChatGPT, using Google Search, or writing without digital help. Researchers tracked brain activity with EEG across 32 brain regions during the writing tasks.

A groundbreaking study from the Netherlands Institute for Neuroscience has unveiled that human perception is powerfully shaped by expectation, with our brains often “seeing” what we anticipate rather than what our eyes actually detect. This discovery, published in the journal Cell Reports, sheds new light on how daily life feels seamless and highlights surprising mechanisms within our neural circuits—insights that carry implications for health, technology, and Thai society alike (Earth.com).

A groundbreaking study from the Netherlands Institute for Neuroscience shows that our brains often “see” what we expect to see, not just what our eyes detect. Published in Cell Reports, the research reveals the brain’s powerful use of expectation to make daily life feel seamless. For Thai readers, the findings offer new angles on health, education, technology, and everyday interaction in crowded, fast-paced environments.

In everyday scenes, such as watching someone prepare breakfast, the brain’s action observation network helps predict what happens next. The researchers contrasted two types of scenes: orderly sequences and scrambled ones. Using millisecond-precise brain recordings, they found that when actions flowed as expected, higher-level motor areas sent signals to the visual cortex to ease sensory processing. The brain effectively lightened the eye’s workload by relying on memory and learned sequences.

A new wave of neuroscience research is overturning long-held notions about the amount of physical activity needed for meaningful brain benefits. According to renowned neuroscientist and expert in brain plasticity, even just ten minutes of walking can prompt remarkable improvements in mood and cognition, effectively giving the brain a neurochemical “bubble bath” that rejuvenates mental health and function. This discovery is especially significant for busy Thais who struggle to dedicate time for lengthy exercise routines, suggesting that modest, regular physical movement could have a disproportionately positive impact on mental well-being.

A wave of neuroscience is changing how we think about exercise and brain health. Researchers now suggest that just ten minutes of walking can lift mood and sharpen thinking, providing the brain with a quick, powerful neurochemical boost. This is especially relevant for busy Thai individuals who struggle to fit long workouts into daily life. Small, regular movement can yield meaningful improvements in mental well-being.

Traditionally, health guidelines have emphasized longer aerobic sessions—about 30 minutes or more. While longer exercise remains beneficial, recent findings show that brief daily activity can trigger lasting changes in brain chemistry and structure. When you move, your brain floods with mood-enhancing chemicals like dopamine, serotonin, noradrenaline, and endorphins, producing a positive mood and greater mental clarity.

Tears aren’t reserved for sadness alone. New neuroscience shows why intense joy can trigger tears as well. Researchers reveal how happy tears arise from the same emotional circuits that drive sadness, offering fresh insight into how humans experience and express powerful moments.

In Thailand, joyful crying at weddings, graduations, and family gatherings is a familiar, moving sight. Yet few stop to ask why happiness can spark tears. Neuroscience explains that crying—whether from sorrow or elation—reflects the brain’s attempt to process overwhelming emotion. Happy and sad tears share the same neural pathways, underscoring the mind’s effort to manage intense feelings at life’s key milestones.

Tears are not just for sad times—science now reveals why we also shed them in moments of immense joy. Recent research in neuroscience has uncovered the biological and psychological processes behind “happy tears,” offering fascinating insights into the complex emotional world of humans and why these watery outbursts mark our most meaningful milestones (PsyPost).

For Thai readers, the sight of joyful crying—at weddings, graduations, or family reunions—is a familiar and moving part of life. Yet, few might pause to ask: why does the body respond to intense happiness with an act so closely associated with sadness? Neuroscience explains that crying, whether prompted by sorrow or jubilation, is a response to overwhelming emotion. Both happy and sad tears originate from the same neurological circuits, highlighting the brain’s struggle to process feelings that push us past our usual emotional limits.

Listening to music does more than soothe the soul—it actively transforms the way our brain functions on the spot, according to groundbreaking new research from European neuroscientists. The study, released on June 17, 2025, and recently highlighted by Futura Sciences, unveils how musical experiences instantly rewire neural networks, opening new opportunities in education, therapy, and cognitive science across the globe—including Thailand.

Scientists from Aarhus University in Denmark and Oxford University in the UK have developed FREQ-NESS, a cutting-edge neuroimaging technology that allows researchers to track and visualize the brain’s responses to external stimuli, such as music, in unprecedented real time. Unlike traditional techniques that assign fixed brain wave patterns (like alpha or beta) to specific regions, FREQ-NESS follows how neural circuits interconnect and adapt dynamically as we listen to music. Each musical note or rhythm generates unique electrical signals in the brain, activating and synchronizing various regions moment-to-moment.

A new study from European researchers shows that listening to music can rewire the brain in real time. The findings, released on June 17, 2025, reveal that neural networks adapt instantly as music plays, opening doors for advances in education, therapy, and cognitive science—relevant to Thai audiences as well.

Researchers from Aarhus University and Oxford University developed FREQ-NESS, a pioneering neuroimaging technology. It tracks how the brain responds to music in real time, moving beyond traditional methods that assign fixed brain-wave categories to specific regions. FREQ-NESS monitors dynamic connections between neural circuits, capturing moment-to-moment changes as rhythms and melodies unfold.

A simple ten-minute walk could reset the brain and boost mental wellbeing for many Thais balancing work, study, and family. Neuroscience now shows that short bursts of movement trigger a cascade of brain chemicals that improve mood, memory, and focus. This perspective comes from a recent interview with a leading neuroscientist, highlighted by a prominent science publication.

In Thailand’s heat and crowded urban spaces, the idea may seem surprising. Yet movement and brain function are closely linked. Each step sends a wave of neurochemicals—dopamine, serotonin, noradrenaline, and endorphins—through the brain. The result is quick relief from anxiety and depression and sharper concentration.

In a fast-paced world where many Thais grapple with juggling work, studies, and family responsibilities, the idea that just 10 minutes of walking can profoundly reset the brain may sound too good to be true. Yet, leading neuroscientific research confirms that even short bursts of physical movement can unleash a cascade of brain-boosting chemicals and transform mental wellbeing, memory, and focus, according to a recent interview with a prominent neuroscientist published by Big Think.

A new international study indicates that prenatal exposure to common urban air pollutants could subtly influence fetal brain development during key stages of pregnancy. Published in The Lancet Planetary Health, the research urges stronger public health measures to reduce pollution exposure for pregnant people, with relevance for densely populated cities like Bangkok. Data from the Barcelona Life Study Cohort (BiSC) informed the findings, which examined pollutants such as NO₂, PM2.5, and black carbon using advanced ultrasound imaging in more than 750 mother–fetus pairs.

A groundbreaking international study has revealed that prenatal exposure to everyday urban air pollution may subtly alter fetal brain structures during critical phases of gestation. Published this week in The Lancet Planetary Health, the study adds urgency to public health calls for intensified efforts to reduce pollution exposure among pregnant individuals, highlighting both invisible threats to future generations and significant implications for densely populated cities like Bangkok (neurosciencenews.com).

The research, conducted by the Barcelona Institute for Global Health (ISGlobal) in partnership with several major university hospitals, offers the most detailed portrait yet of how common pollutants — such as nitrogen dioxide (NO₂), fine particulate matter (PM2.5), and black carbon — are associated with measurable, if subtle, changes in fetal brain morphology. By using advanced ultrasound imaging on over 750 mother-fetus pairs, scientists tracked variations in brain structure during the second and third trimesters, a window long recognized by neuroscientists as vital to brain development.