Psychologists have finally cracked the code on what it means to be “cool”—and it turns out, the definition is strikingly universal. New research involving diverse participants from around the globe has identified six core personality traits that make someone universally perceived as cool: extraversion, hedonism, power, adventurousness, openness, and autonomy. This breakthrough challenges the idea that coolness is purely cultural or subjective and provides new insights into how these attributes transcend borders and societies (New York Post, The New York Times).
The quest to decode coolness is more than a shallow pursuit—understanding who we see as cool shapes how we relate to peers, form social groups, and interpret influencers in media and society. For Thailand, where social perceptions and personal image play a significant role in many aspects of life, the emergence of universal definitions of coolness may have important implications for everything from youth culture to branding, social etiquette, and even educational approaches to personality and leadership development.
Key findings from the study—recently published in the Journal of Experimental Psychology—indicate that the following six traits consistently appear in people described as cool across different cultures:
- Extraversion, or an outgoing and sociable temperament;
- Hedonism, the pursuit of enjoyment and pleasure;
- Power, encompassing a commanding presence or confidence;
- Adventurousness, the willingness to explore and take risks;
- Openness, or receptiveness to new ideas and experiences; and
- Autonomy, meaning independence and self-direction (Study Finds).
Researchers surveyed nearly 6,000 people, ensuring a wide cultural representation, from Asia and the Middle East to Europe and the Americas. These universal markers of cool personality were identified regardless of local style trends, subcultural influences, or even changing generational attitudes. While attitudes toward “cool” fashion or slang may fluctuate by decade or region, these six core traits remained constant indicators of coolness in the minds of respondents (YourTango).
Experts suggest these findings offer crucial clarity. As quoted by the study’s lead authors—whose names are omitted here per reporting protocol—the cool personality is not about superficial trends, but about embracing life fully and being confident enough to steer one’s own path. Their analysis indicates that people who are cool are not necessarily the most rebellious or brash, but rather demonstrate a blend of confidence, openness, and independence that allows them to stand apart without trying aggressively to do so (The Jerusalem Post).
One Thai psychologist at a Bangkok university, reflecting on the findings, notes that extraversion and autonomy have long been admired in pop culture and leadership within Thailand, even as traditional values emphasize group harmony. “Modern Thai youth, especially in urban environments, often look up to individuals who chart their own course and are open to new experiences, signalling both capability and coolness,” the psychologist explains.
Importantly, Thais interviewed about the research highlighted how these attributes are mirrored in contemporary icons—pop stars, entrepreneurs, and even social activists admired for their boldness and independence. Yet, the findings also present an interesting contrast for Thailand, a culture that often values modesty, deference, and group consensus. The research may help teachers, parents, and employers understand why the traits perceived as cool by global standards are increasingly attractive to new generations of Thais breaking from tradition.
Looking to the past, the very idea of “cool” is relatively new in Thai society, previously associated more with social standing or appearance than with personality traits. Yet as Thailand became more globally integrated, particularly through pop culture and the internet, traits like adventurousness and openness have risen in popularity—visible in the growth of independent travel, creative entrepreneurship, and outspoken social advocacy among Thai youth.
Looking forward, these findings may shape how brands, educational institutions, and talent scouts in Thailand approach personality profiling, leadership training, and even marketing campaigns. As autonomy and openness become even more prized, there is a risk of tension between global personality ideals and Thailand’s cherished values of respect, seniority, and community focus. A social researcher from a Thai government think tank points out, “There will always be a negotiation between adopting global ways and respecting local cultural norms. But knowing which character traits genuinely resonate with people can help institutions bridge those worlds, not just in image but in substantive ways.”
For Thai readers seeking to cultivate these universally cool qualities, experts recommend starting with small steps—joining new groups or experiences to boost openness, setting personal boundaries to practice autonomy, and looking for everyday adventures, even within one’s community, to foster adventurousness. Nurturing extraversion does not require abandoning shyness but practicing social confidence where possible. Advisors also caution against prioritizing power or hedonism at the expense of ethical or group values—being truly cool, they stress, is about balance and authenticity.
As the world becomes increasingly interconnected and the language of coolness continues to evolve, this new research is a reminder that some ways of standing out are, quite simply, recognized everywhere. For Thais navigating a changing social landscape, understanding—and perhaps practising—these six universal traits may open doors to both personal fulfilment and social admiration.