A global study identifies six core traits that define “cool,” cutting across cultures and countries, including Thailand. Researchers say extroversion, hedonism, power, adventurousness, openness to experience, and autonomy shape how young people experience media, trends, and social life in Thai schools and communities. The findings offer fresh insight into how global exchange influences Thai youth, education, and culture.
The appeal of being cool has long influenced friendships, fashion, and status. A cross-country team surveyed nearly 6,000 adults in 13 nations, asking them to rate others as “cool,” “uncool,” “good,” or “not good.” Across Bangkok, Berlin, and Lagos, a similar profile emerged: energetic social presence, pleasure-seeking, influence, risk-taking, openness, and independence.
Importantly, cool is not the same as morally good or universally liked. Cool individuals are often seen as fun, bold, and self-reliant, while those labeled as good tend to be more conforming, secure, warm, and responsible. This distinction helps explain why admired figures can also spark controversy, while “good” individuals are associated with stability and harmony.
Historically connected to cultural movements—from 1940s jazz to mid-century beat culture—the concept of cool has evolved with globalization. Modern media and consumer culture have crystallized similar values worldwide, making cool more accessible yet still edge-driven. Researchers note that, despite evolution, cool continues to signal independence, resilience, and vitality.
Thai educators and cultural observers note both challenges and opportunities in these global traits. Many Thai youths are influenced by international icons and digital creators, sometimes clashing with local expectations of modesty, respect, and community harmony. A Bangkok education official observes students increasingly value independence and self-expression, sometimes challenging traditional classroom norms and language. This shift invites schools to rethink teaching approaches and student engagement, aligning global aims with Thai values.
There is also potential for positive impact. Thailand’s creativity shines in street fashion, food, film, and digital media, where boldness and openness can spur innovation. A Thai communications scholar notes that understanding what resonates with young people can guide curriculum development, public health messaging, and youth programs to be more engaging and effective.
The six universal traits of cool are:
- Extroversion: Social energy that draws others in
- Hedonism: Pursuit of pleasure and enjoyment
- Power: A sense of agency and self-confidence
- Adventurousness: Willingness to take risks and explore
- Open-mindedness: Receptivity to new ideas
- Autonomy: Independence and self-direction
While there is overlap between cool and good—such as openness—the two serve different social roles. Cool challenges norms and can drive cultural change; good is often linked to tradition and social cohesion. This distinction mirrors ongoing dialogues in Thai youth development, education reform, and national identity.
Thai experiences with cool reflect broader trends in behavior and communication. Traditional expressions like wai have evolved under global youth culture, while teachers observe digital-native students navigating local and international influences. Counselors in Thai schools note the tension between admiration for independence and community-centered values that anchor Thai life.
For parents, educators, and policymakers, these insights offer a path to harness the positive power of cool. Rather than viewing global trends as a threat, educators can frame autonomy and adventure as opportunities for teamwork, creativity, and resilience. Health campaigns should use relatable language and visuals that appeal to youth while promoting well-being, mental health awareness, and safe behavior. In short, the universal traits can support more engaging learning experiences and more effective public health messaging.
As Thailand remains closely connected to global flows of culture and media, these traits are likely to grow in relevance. The study’s authors caution that coolness should not be equated with universal virtue; ethical behavior and community welfare must stay central. Thai policymakers and business leaders can balance global appeal with Thailand’s values of compassion, harmony, and collective responsibility.
For Thai readers, the takeaway is clear: celebrate curiosity, independence, and openness while grounding these qualities in respect, empathy, and the common good. Parents and teachers are encouraged to discuss role models and values with youth—fostering curiosity without compromising social cohesion. And for young Thais aiming to stand out, true coolness comes from creativity, integrity, and contributing to the community.
This research is summarized through international coverage of the six traits and their implications for youth and culture. Data from leading institutions and cross-cultural psychologists shows coolness is a meaningful lens for understanding social life in an increasingly connected world.