A viral “wellness” trend—drinking raw, unpasteurized milk—has swept through online communities, raising alarm among medical experts and public health officials worldwide. As influencers tout raw milk’s supposed health benefits on platforms like TikTok and Instagram, healthcare professionals urgently warn of serious risks associated with consuming unpasteurized dairy. This surge in interest, driven largely by social media wellness influencers, is confronting long-standing public health wisdom and challenging how consumers in Thailand, and elsewhere, assess food safety.
Interest in raw milk is hardly new, but the explosive nature of its resurgence on social media gives it a modern twist. Proponents claim that unpasteurized milk retains beneficial enzymes and nutrients destroyed during the pasteurization process, and some suggest it is easier to digest, especially for those with lactose intolerance. Hashtags such as #primal, #healing, and #therawtruth are amassing millions of views, appealing particularly to young wellness seekers and those disenchanted with conventional food processing. However, these viral narratives often lack supporting scientific evidence and ignore well-documented dangers.
Why does this matter for Thai readers? Dairy consumption in Thailand is comparatively low, averaging only 18 litres per person per year according to the Food and Agriculture Organization (Nation Thailand). Nevertheless, Thailand’s expanding dairy market and the global reach of social media trends mean that the country is not immune to viral wellness fads or misinformation. Understanding the science behind pasteurization and the consequences of consuming raw milk is vital, especially as Thailand’s youth and urban population increasingly experiment with DIY health trends imported from abroad.
Key facts revealed by recent research decisively counter many claims made by raw milk advocates. Pasteurization—a process developed by French scientist Louis Pasteur in the 1860s—was invented specifically to combat frequent outbreaks of foodborne illnesses linked to consumption of contaminated milk and other perishables. Pasteurization effectively kills pathogens such as E. coli, Listeria monocytogenes, Salmonella, and even Mycobacterium tuberculosis, all of which can be present in raw dairy. Dr. Supriya Rao, a US-based board-certified gastroenterologist cited in the original BuzzFeed report, stresses, “The benefits do not outweigh the risks. Unless you’re personally milking [a cow] in your backyard and scrubbing down your equipment like you’re prepping for surgery—raw milk is a gamble” (BuzzFeed).
Scientific research supports this expert view. A 2024 study published on PubMed investigated risks in raw milk and found notable levels of Aflatoxin M1, a toxin produced by certain molds, which can cause severe health problems if ingested chronically (PubMed 39619769). Another recent study identified the presence of dangerous non-O157 Shiga toxin-producing E. coli strains in raw milk, underscoring the likelihood of contamination even under seemingly sanitary conditions (PubMed 39226279). Additional research into milk-processing chains in Asia highlights periodic Listeria outbreaks where hygienic controls falter—problems that are even more acute in tropical climates such as Thailand’s.
Despite arguments from the viral raw milk movement that microbes are elusive in artisanal settings, medical experts emphasize the unpredictability—and potential lethality—of these pathogens. Vulnerable populations, like young children, pregnant women, and the elderly, are particularly at risk. Dr. Rubin, a board-certified allergist who uses social media to debunk food misinformation, warns, “Many members of society are vulnerable to misinformation and don’t have much control over their decisions. Your toddler didn’t exactly opt into the crunchy granola, raw-milk-loving life.” Such candid advice reflects concern about the impact of viral health trends on families who may lack reliable voices in their social media feeds.
So what’s behind the romanticization of raw milk? Much of the nostalgia is rooted in historical context, before widespread industrialization, when dairy was often consumed fresh on-site. However, rapid urbanization, increased demand, and unsanitary mass production in the 19th and early 20th centuries led to catastrophic outbreaks. Thailand, like many countries, has modernized its dairy industry in response to such historical lessons, imposing safety and labeling regulations in line with global standards (ChemLinked Thailand Dairy Regulation). Under the Thai Food Act B.E. 2522 and Ministry of Public Health notifications, the sale of dairy—including raw milk—must conform to stringent criteria regarding contaminants, toxins, and shelf life. These rules aim to protect public health while enabling market growth.
Current regulations in Thailand require pasteurization or sterilization for ready-to-consume milk products. Dairy that is produced, imported, or sold within Thailand must be processed in compliance with Ministry of Public Health notifications, which set maximum residue levels for pesticides, veterinary drugs, and microbial contaminants. Although high-profile outbreaks related to raw milk consumption are rare in Thailand, this likely reflects both the relatively low raw milk consumption per capita and robust regulatory oversight (ChemLinked Thailand Dairy Regulation; Statista). Where outbreaks do occur elsewhere, as documented in the United States and Europe, children are frequently among the hardest hit, suffering from severe complications such as hemolytic uremic syndrome, permanent disability, or even death.
Some proponents point to European traditions, noting that cheeses like French Brie or Roquefort are made from raw milk. But critical distinctions exist: these cheeses must be aged for at least 60 days, allowing the natural acidity and other factors to reduce dangerous bacteria. By contrast, raw milk consumed fresh—without aging or industrial testing—is far less predictable and far riskier. Pasteurization, then, is not merely a bureaucratic requirement but a proven public health safeguard, credited with drastically lowering the rates of foodborne diseases globally.
In Thailand, where a tradition of food safety meshes with rapid market innovation, authorities continue to monitor dairy quality closely. Several notifications—including MOPH Notification No. 406 (B.E. 2562 (2019)) for cow’s milk and No. 414 (B.E. 2563) for food contaminants—set rigorous standards for microbiological safety. Dairy labeling must provide complete transparency, including allergen warnings and shelf-life information, to help consumers make informed choices (ChemLinked Thailand Dairy Regulation). This is increasingly important as “clean label” and artisanal trends gain traction in Southeast Asia, mirroring patterns seen in the West. In the broader Thai context, “สุขภาพดีต้องมาจากความสมดุล” (“Good health must come from balance”) remains a resonant motto for sorting fad from fact.
Looking ahead, the global dairy market’s expansion and Thailand’s own growing affluence could mean greater exposure to niche food trends, including raw milk advocacy. The main challenge for policymakers and health communicators will be countering viral misinformation with clear scientific evidence—especially on social media where wellness narratives can overpower nuanced medical advice. For local producers, maintaining rigorous hygiene, transparency, and compliance will be critical not only for consumer safety but also for building trust in an increasingly competitive marketplace.
For Thai consumers, the practical path is clear: If you want to reduce your exposure to foodborne pathogens, choose pasteurized dairy products, and pay attention to labeling and expiration dates. Resist fads that bypass longstanding public health protections for promises of “natural” superiority. For families raising children or caring for elderly relatives, food safety should always trump social media trends.
Consumers interested in raw or organic foods should prioritize products certified under Thailand’s regulatory system, look for credible scientific information, and consult healthcare professionals—not influencers—before making dietary changes. Following this playbook enables Thais to enjoy the benefits of a modernizing dairy market, grounded in the wisdom of both tradition and science.
Sources: BuzzFeed News, Nation Thailand, ChemLinked Thailand Dairy Regulation, PubMed - Aflatoxin M1 Risks, PubMed - E. coli in Raw Milk, Statista Thailand Milk Market