Thai office workers, students, and professionals all know the familiar sting of embarrassment—stumbling in front of a crowd, forgetting to mute the mic during a Zoom call, or realising too late that your shirt is on inside out during an important meeting. While these moments often spark a desire to disappear, the latest research suggests that embarrassment isn’t simply a negative, cringeworthy feeling, but an essential glue for social connection and trust. According to new analysis published in June 2025 by The Conversation, psychologists and neuroscientists now view embarrassment as a crucial self-conscious emotion with powerful benefits for personal learning and community wellbeing (The Conversation).
To many Thais, the concept of “เกรงใจ” (kreng jai)—showing humility and respect in social situations—is foundational to harmonious relations. Embarrassment, it turns out, is closely tied to this cultural norm. Evolutionary psychologists believe embarrassment evolved not simply as an indicator of awkwardness, but as a “social corrective,” signalling to others our awareness of mistakes and our willingness to uphold group norms. Through visible markers like blushing or stumbling over words, individuals unconsciously communicate honesty, remorse, and a desire to fit in, fostering greater trust among group members. Social science research shows that people instinctively find those who show embarrassment more trustworthy and sociable (The Conversation), a finding that has meaningful implications for collaborative Thai workplaces and classrooms.
Contrary to what many believe, embarrassment is distinct from moral emotions like shame or guilt; it’s less about breaching ethical boundaries and more about looking awkward in front of others—especially those whose opinions we value, such as superiors at work or elders in a family. In the Thai context, this distinction matters: when students accidentally mispronounce English words in class or teachers flub a phrase during a presentation, the embarrassment may feel acute, but it signals a willingness to learn, adapt, and respect communal standards. Thai educators from top Bangkok universities have emphasised that such reactions are opportunities to reinforce social bonds, saying, “Students who admit their embarrassment and laugh it off gain both empathy from their peers and support from teachers. It normalises learning together.” Researchers note that embarrassment fosters emotional closeness, softens criticism, and invites forgiveness from others (The Conversation; APA PsycNET).
Embarrassment is also “contagious”: most people have experienced vicarious embarrassment—cringing at someone else’s misstep. This empathy, deeply embedded in our neurological wiring, helps maintain group harmony, especially in collectivist societies like Thailand. When someone in a team project at a major Bangkok corporation apologises for a small mistake, it’s common for others to reassure them or even downplay the significance, enabling everyone to move forward together. This shared response echoes Buddhist teachings of compassion and mutual support.
From a neurological perspective, embarrassment isn’t generated in a single brain region, but arises from the interplay of several areas: the medial prefrontal cortex (involved in self-reflection and social memory), the anterior cingulate cortex (controlling physical responses like blushing and helping us learn from mistakes), the amygdala (regulating emotional intensity), and the insula (generating gut-level discomfort). These areas act in concert, producing that familiar flush of heat and pounding heart during embarrassing situations (The Conversation; Frontiers in Neuroscience). For most, these fleeting moments prompt meaningful reflection about social expectations—what psychologists call “implicit social learning.” In Thailand, where unwritten social rules guide nearly every arena of daily life, embarrassment is a key signal for recalibrating to fit those expectations.
However, researchers caution against letting the fear of embarrassment become overwhelming. While moderate embarrassment is a healthy sign of social engagement and humility, excessive anxiety may signal social phobia or related mental health conditions (Mayo Clinic). People with social anxiety exhibit an imbalance in brain function, with the rational self-reflective regions underactive and the fear-detecting amygdala overactive, leading to disproportionate responses to minor social blunders. Thai mental health professionals in Chiang Mai’s government hospitals have seen growing numbers of young adults with social anxiety as digital and social norms shift. Psychology faculty at a leading Thai university explain, “It’s important to distinguish between normal embarrassment, which helps people adapt, and persistent social anxiety that requires attention and support.”
Crucially, the way individuals respond to embarrassment shapes future growth. Research finds that responding with nervous laughter or self-deprecating humour can turn the incident into a learning opportunity, reframing the mishap as harmless and even endearing. Thai public figures have gained admiration for openly sharing their embarrassing moments in interviews, demonstrating resilience and authenticity—themes that resonate powerfully in Thai culture and are frequently celebrated in local media and popular television shows.
Interestingly, embarrassment’s honesty is prized by societies everywhere. Experiments reveal that people are much more likely to forgive and extend credit to those who display genuine embarrassment than to those who remain stone-faced or indifferent. Blushing or stuttering serves as a visible sign of humility, authenticity, and a willingness to take responsibility—traits at the heart of Thai leadership ideals and Buddhist values (The Conversation). Whether in a school, business meeting, or during community rituals, embracing and accepting the discomfort of embarrassment can build cohesion and mutual trust.
In-depth studies suggest that embarrassment is especially useful in helping individuals navigate unwritten social codes. Many Thais, especially expatriates or those working for multinational companies, learn quickly through minor mishaps—such as using an incorrect honorific or misunderstanding nonverbal cues—thus reinforcing social harmony without the need for explicit correction. The ability to recover from embarrassment and adjust behaviour is seen as a valuable skill in both personal and professional settings (The Conversation; Harvard Business Review).
Looking ahead, the new science of embarrassment carries important implications for Thai education and workplace training. Experts recommend that teachers and managers cultivate environments where mistakes are treated as opportunities for learning, not ridicule. Thai universities have begun introducing mindfulness practices and peer-support sessions, encouraging students to see embarrassing moments as normal parts of growth. Likewise, business consultants in Bangkok are advising leaders to respond supportively—and even share their own embarrassing experiences—to foster team cohesion. By normalising embarrassment, institutions help reduce the stigma that fuels social anxiety and promote healthier, more connected communities.
For Thai readers, the call to action is clear: the next time you experience a wince-worthy moment, remember that embarrassment is not just a signal of social misstep, but a sign of maturity, care for others, and willingness to improve. Instead of withdrawing or berating yourself, use the moment as an opportunity to disarm tension with humour, seek support, and build new social bridges. If you notice colleagues, friends, or students feeling embarrassed, offer empathy rather than criticism. In Thai society, where social harmony relies on subtle emotional cues, embracing the lessons of embarrassment can lead to more genuine human connections and a more resilient sense of self.
For further information on the science of embarrassment and its social benefits, visit The Conversation and related coverage in Frontiers in Neuroscience, APA PsycNET, and practical advice at Harvard Business Review.