Scientists have unlocked a universal code to what it means to be “cool”—and it turns out, these qualities transcend cultural boundaries. According to groundbreaking research published in the Journal of Experimental Psychology, people around the world, from the United States to China, Nigeria to Germany, consistently identify a set of six core personality traits that define the elusive concept of “coolness.” The findings are reshaping our understanding of how global media, social trends, and cultural exchange converge to create modern social archetypes, with important implications for Thailand’s own youth, education, and cultural landscape.
The idea of being “cool” has long held a perplexing power—triggering envy, shaping trends, and influencing how people form relationships. Now, a team of researchers from the American Psychological Association has provided compelling evidence that our collective image of a cool person is practically the same, whether in Bangkok, Berlin, or Buenos Aires. “Everyone wants to be cool, or at least avoid the stigma of being uncool, and society needs cool people because they challenge norms, inspire change, and advance culture,” explained one of the study’s co-lead authors, a researcher from the University of Sydney, as cited in multiple international reports (The Independent).
Conducted over four years from 2018 to 2022, the study asked nearly 6,000 adults in 13 countries—including the US, Australia, Chile, China, Hong Kong, Germany, India, Mexico, Nigeria, Spain, South Africa, South Korea, and Turkey—to think of people they viewed as “cool,” “uncool,” “good,” or “not good,” and then rate each on a battery of personality attributes and values. Despite major geographical and cultural differences, participants overwhelmingly agreed on what makes someone “cool”: high levels of extroversion, hedonism, a sense of power, adventurousness, openness to new experiences, and autonomy were the defining characteristics.
Drilling down, researchers noted that “coolness” is not the same as being morally good or universally liked. In fact, while cool people were commonly perceived as fun, daring, and independent, those labeled as “good” tended to be more conforming, traditional, secure, warm, agreeable, responsible, and calm. This distinction sheds light on why some “cool” public figures inspire social change and controversy, while “good” individuals are more typically associated with stability and harmony.
Modern interpretations of coolness have evolved from their cultural origins. The concept, initially rooted in the rebellious spirit of Black jazz musicians in the 1940s and the beatniks of the 1950s, has expanded far beyond subculture. In the age of rapid global connectivity, the rise of fashion, music, and film industries—often driven by Western media exports—has “crystallised a similar set of values and traits around the globe," making coolness “more commercially friendly,” says the research team. “Coolness has definitely evolved over time but I don’t think it has lost its edge. It’s just become more functional,” observed one of the principal investigators, reflecting on the study’s implications for today’s global youth culture.
For Thai society, where social hierarchies, collective values, and family expectations remain highly influential—yet young people are increasingly exposed to global media—the findings pose intriguing questions. Are Thai youth adopting global standards of cool over more traditional notions of “ดี” (dee—being good or virtuous)? Interviews with Thai educators and cultural observers reveal a growing concern over the influence of “coolness” as defined by foreign celebrities and trends on student behavior, language, and identity. “Students these days admire independence and self-expression more than ever, often drawing inspiration from Korean pop idols or Western influencers,” remarked a Ministry of Education official. “This shift challenges our traditional ways of promoting conformity, humility, and respect.”
Yet, others see opportunities in harnessing these universal traits. In a country famous for its creativity, whether in street fashion, film, or digital content, the celebration of adventurousness and openness may foster greater innovation. “Thailand’s soft power gains in areas like food, style, and music are, in many ways, the embodiment of cool—driven by boldness and a willingness to stand out,” argued a researcher from a renowned Thai university’s Faculty of Communication Arts. “Understanding what truly resonates with young people can guide everything from curriculum reform to public health messaging.”
But what exactly are these six traits that define coolness worldwide? According to the study, they are:
- Extroversion: Social energy and outgoingness that draw others in.
- Hedonism: Seeking pleasure and enjoyment in life.
- Power: A sense of agency, influence, and self-assurance.
- Adventurousness: Willingness to take risks and explore new experiences.
- Openness: Receptivity to novel ideas and change.
- Autonomy: Independence and self-directedness.
Interestingly, while some overlap exists between being “cool” and “good”—for instance, in areas like openness—the two categories remain fundamentally distinct in how they serve society. Cool individuals, the researchers note, “challenge norms, inspire change, and advance culture,” while those perceived as good are often seen as guardians of tradition and stability. This dichotomy is particularly relevant in Thailand’s ongoing cultural conversations around youth empowerment, education reform, and national identity.
Historically, the import and local reinvention of “cool” has shaped social rituals—like the humble “wai” greeting, which has been stylized by generations of Thai pop stars—or language, seen in slang terms that blend Thai and English. In schools, teachers report both opportunities and challenges in reaching digital-native students, many of whom admire influencers for their assertiveness and creativity but struggle with anxiety over fitting in or standing out. According to a counselor at a leading Bangkok high school, “Students process global standards of cool alongside the values they learn at home and temple. Sometimes, these overlap, but often there is tension.”
How might these insights shape the future? For parents, teachers, and policymakers, understanding the traits and global appeal of coolness offers a powerful tool for engagement. Rather than viewing “cool” as a threat to traditional values, experts suggest leveraging these traits to encourage positive behaviors—such as teamwork, innovation, and resilience—within the classroom and beyond. “If we tap into young people’s desire for autonomy and adventure, we can design lessons and community projects that are more meaningful to them,” recommended an education reform consultant. Meanwhile, health campaigns can adopt the language and imagery of coolness to promote mental health, anti-smoking, and safe driving, a strategy already showing results in some Thai provinces.
Looking ahead, the universal nature of coolness may only deepen as Thailand’s integration into the global cultural economy accelerates, from K-pop collaborations to TikTok challenges. However, the study cautions against equating coolness with universal goodness: admired celebrities may not always behave ethically, and the pursuit of independence can sometimes clash with community wellbeing. “Coolness is now a meaningful construct that helps explain how people order and structure their social world,” conclude the authors. Policymakers and business leaders in Thailand alike would do well to balance the allure of global cool with the country’s time-honored virtues of compassion, harmony, and collective responsibility.
For Thai readers, the actionable takeaway is this: celebrate the spirit of adventure, openness, and independence, but ground these qualities in the context of respect, empathy, and the common good. Parents and educators are encouraged to engage with teenagers over questions of role models and values—not in opposition, but with curiosity and flexibility. And for young Thais seeking to make their mark, remember: being truly cool is about more than following trends; it’s about leading the way with creativity, courage, and integrity.
For those interested in further reading, the full study can be found in the Journal of Experimental Psychology (study summary via The Independent). Observers in Thailand and abroad will be watching closely to see how the next wave of cool—both local and global—will shape society in the years to come.