A new wave of research and social commentary is upending long-held assumptions that drinking alcohol is a shortcut to popularity, confidence, or being “cool.” As reflected in a recent reflection piece from Psychology Today titled “I Thought Drinking Made Me Cool. I Was Wrong” (published July 2025), growing numbers of young people, health professionals, and marketing analysts are scrutinizing the links between alcohol, peer pressure, and self-image. As Thai society continues to grapple with its own evolving drinking culture, these insights hold timely lessons for youth, educators, and policymakers alike.
The modern myth of the “cool drinker” finds its roots in relentless marketing and saturated pop culture depictions. From the glitzy bar scenes in international TV dramas to the ever-present billboard campaigns, the message is subtle but persistent: successful, attractive people drink, and abstaining makes one boring or an outsider. For decades, this narrative was rarely questioned. However, recent data and commentary—even from former proponents—are now questioning whether alcohol lives up to its advertised promise of making people more likable, socially adept, or genuinely confident.
Underlying this conversation is a recognition of how deeply alcohol marketing and media representations have influenced generational beliefs. The Psychology Today article recounts personal anecdotes where refusing a drink—often viewed as antisocial or “uncool”—was not due to lack of confidence but rather the opposite: an ability to authentically say “no” in the face of social pressure. This reframing is supported by a growing scientific consensus. According to a 2025 scoping review published on the National Library of Medicine platform, exposure to alcohol-related content on social media is strongly linked to both an overestimation of drinking norms among peers and increased drinking among adolescents (pmc.ncbi.nlm.nih.gov).
A 2025 ScienceDaily report reviewing behavioral studies demonstrates that young people are heavily influenced by what they believe their peers are doing, not just by direct pressure but also by perceived norms promoted through culture and advertising (ScienceDaily). Thai teens are hardly immune: the alcohol industry expends considerable effort to target Southeast Asian youth through digital advertising, celebrity endorsements, and even product packaging designed to appeal to “modern” or “urban” lifestyles.
Meanwhile, the most recent international monitoring reports paint a nuanced picture. The 2024 Monitoring the Future study revealed that underage drinking in the United States and Europe has dropped to historic lows [(responsibility.org)](https://www.responsibility.org/new-report-shows-underage-drinking-reaches-record-low-levels/; (nida.nih.gov)), a trend that is being echoed, albeit slowly, in parts of Asia. In contrast, high-intensity and binge drinking remains stubbornly popular among some youth demographics in both the West and Asia, including Thailand, according to reporting by the New York Times (nytimes.com).
Marketing and media experts argue that the perception of coolness—and alcohol’s role in shaping it—remains highly susceptible to advertising influence. A recent study published on ScienceDirect found that more than half of survey respondents under 25 believed the “cool kids” in alcohol ads were barely older than themselves, suggesting a calculated push by alcohol brands to target youth (ScienceDirect). Another peer-reviewed study revealed that alcohol brands featuring youth-appealing advertising were more likely to be consumed by young people than adults (pmc.ncbi.nlm.nih.gov).
The unconscious effect of this advertising is not trivial. Youth exposed to alcohol ads are more likely to develop favorable opinions about drinking and begin drinking at a younger age, according to several meta-analyses and reports (rand.org); (academic.oup.com). For Thai families, where collective harmony and saving face are cultural imperatives, the pressure to conform—including at social functions, temple fairs, or university gatherings—can make abstaining tougher, particularly when brands exploit these social dynamics in their marketing.
Despite these forces, there is mounting evidence that the traditional markers of “coolness” are evolving, especially among younger generations. A 2025 market analysis found Gen Z and Millennials are increasingly embracing the “sober curious” movement, challenging old stereotypes about abstainers being dull or antisocial (leger360.com). This shift appears to be linked to growing awareness of the health, mental, and social ramifications of alcohol use, as well as a desire to forge authentic identities independent of substance use.
Psychological research underscores that while alcohol can temporarily reduce inhibitions and provide a superficial sense of confidence, these effects are short-lived—and sometimes lead to regrettable outcomes or increased anxiety after the fact. Rather than fostering real connections, alcohol can undermine self-trust, erode authenticity, and trap drinkers in cycles of dependency on outside substances for social ease (Psychology Today).
In Thailand, where drinking is often woven into celebrations such as Songkran or Loi Krathong, and social drinking is commonplace across age groups, these findings challenge families and communities to reconsider their attitudes toward alcohol. Health campaigners from the Ministry of Public Health and several Thai universities have argued that shifting the cultural meaning of abstinence—from an act of withdrawal to a marker of true confidence—could help protect youth from the risks of substance abuse, drunk driving, and long-term health problems. In particular, newly emerging “alcohol-free” social events and nightlife spaces in Bangkok, Chiang Mai, and Phuket reflect a small but growing interest in alternative definitions of fun.
Historical context also plays a role. For decades, drinking in Thailand has been shaped by external influences, from colonial gin palaces to modern beer bars, as well as local traditions of rice whisky and herbal liqueurs. As Thai society becomes more urban, connected, and influenced by global pop culture, international evidence suggests stronger regulation of alcohol advertising and counter-marketing could be effective. Data from countries like Australia and France indicate that restricting youth-oriented alcohol marketing directly reduces underage drinking rates (academic.oup.com).
Looking ahead, Thai policymakers and educators should consider the potential for policy changes—such as stricter control of alcohol marketing and expanded mental health education in schools—to reinforce healthy, authentic models of confidence and social success. The World Health Organization has called for governments to adopt such strategies as part of comprehensive public health campaigns (who.int). This echoes recent voices in Thai academia and public health who urge more proactive measures to confront both the overt and subtle ways alcohol brands target young people.
Ultimately, the emerging consensus—articulated by both scientific research and cultural commentary—is clear: real confidence, ease, and authenticity are not found in a bottle, but in the ability to show up honestly and resist pressures to conform, even when uncomfortable. For Thai youth, educators, and parents, the call to action could not be more urgent: rethink what “cool” really means, question where those beliefs come from, and foster environments where abstinence and authenticity are celebrated, not stigmatized. In practical terms, this may involve supporting schools to hold alcohol-free social events and workshops on self-esteem; encouraging families to model open discussions about peer pressure; and advocating for stronger regulations on alcohol marketing aimed at young people.
For those who worry that saying “no” makes them boring, the latest evidence (and personal testimonials) suggest just the opposite: the ability to stand apart from the crowd and act from inner confidence may be the truest sign of social courage. As one Thai university counselor recently put it, “The new cool isn’t about drinking. It’s about knowing who you are, and being brave enough to be real.”
For more information, readers are encouraged to consult the referenced research articles and to follow updates from local health authorities and schools on sober social initiatives.