A newly published analysis is shaking up popular beliefs about charisma, revealing that while this seemingly magical quality can boost career success and social influence, having too much of it may actually become a liability—especially for leaders. The findings, outlined in a recent column in The Atlantic, draw on extensive psychological research to dispel myths about the nature of charisma and offer practical advice for Thais interested in cultivating personal magnetism without overdoing it (The Atlantic).
For many Thais, the concept of charisma—매นท์, as it’s sometimes described in local discussions—plays a significant role in both professional and personal life. Whether in politics, business, education, or entertainment, charismatic figures capture public attention and often inspire trust and enthusiasm. The latest research, however, encourages a more nuanced understanding of how this elusive trait functions, and when it might backfire.
Originating from the ancient Greek word “charisma,” or “God’s gift,” the term has been central in cultural and religious contexts for centuries. Its modern meaning was shaped by sociologist Max Weber, who saw charisma as the mark of an individual set apart by “exceptional powers or qualities.” In contemporary Thai society, it often surfaces in slang such as “ริดซ์” (rizz), reflecting the younger generation’s fascination with those who “work the room” or impress others with style and confidence.
Recent scientific studies have deconstructed charisma into two key components: influence and affability. Influence refers to the ability to lead and attract attention, while affability encompasses approachability and the capacity to put others at ease. Research published in the Journal of Personality and Social Psychology (2018) suggests that both components are required for the kind of charisma that underpins leadership, communication, and personal relationships (source).
Analysis of charismatic public speakers reveals a three-stage emotional process. First, these individuals mirror and amplify the audience’s feelings—be it excitement, anger, or hope. Next, they introduce an unexpected emotion that creates temporary confusion. Finally, they use that disruption to reframe the emotional landscape, rallying their audience around a new perspective. This emotive strategy is easily observed in Thai political campaigns, religious sermons, and even classroom teaching, where leaders and teachers adjust their tone and message to guide group sentiment.
The appeal of charisma goes beyond inspiration. Studies tracking individual careers find that those who display charismatic traits early on tend to earn higher incomes, ascend to more senior positions, and manage larger teams years later. But here’s the twist: having too much charisma can be counterproductive. According to 2018 research, leadership effectiveness increases with charisma only up to about the 60th percentile. Beyond that point, charisma tends to detract from a leader’s perceived competence—not least because “super-charismatic” individuals may be skilled at selling a vision but less adept at practical implementation (source).
One explanation lies in the link between charisma and narcissism, particularly a subtype called “agentic narcissism.” People high in this trait combine self-assuredness and persuasiveness with a strong desire for personal attention—a mix that can be both captivating and, ultimately, off-putting. In Thai work environments, this may explain why some exceedingly charismatic “ผู้นำ” (leaders) initially draw fervent loyalty but later face skepticism or even distrust.
This insight holds particular relevance in Thai cultural contexts, where modesty and harmony are highly prized. Excessive displays of charisma may be perceived as boastfulness or a lack of sincerity, running counter to the expectations in many community and family settings. As a leading Thai psychology educator at a major university in Bangkok observed, “Thai audiences appreciate warmth and confidence, but they value humility even more. Someone who is too attention-seeking can quickly lose respect.”
The good news for those wishing to enhance their social presence is that charisma isn’t entirely a matter of luck or birth. While some traits—like physical attractiveness or intelligence—do influence perceptions of charisma and are partly inherited, there is strong evidence that charisma can be learned. For example, a team of Israeli researchers recently developed a virtual reality tool called the “Charismulator,” which provides real-time feedback to help users mimic the effective body language, facial expressions, and vocal inflections of renowned speakers. Just a few minutes of practice produced a measurable boost in charisma scores, judged by independent observers (source).
These findings echo advice familiar to Thai students of public speaking and presentation: Observe and internalize the techniques of admired speakers—from orators like King Rama IX, whose speeches often blended authority and kindness, to influential monks whose words move millions at temple gatherings. The virtual Charismulator is not yet widely available in Thailand, but similar results can be achieved by watching TED Talks, political addresses, or respected lecturers on YouTube and actively practicing outward behaviors such as warm smiling, clear gestures, and engaging voice modulation.
But is charisma the gateway to lasting wellbeing? The answer, according to current research, is surprisingly complex. While charismatic individuals often receive admiration and professional rewards, studies show that the trait most strongly correlated with charisma—heightened self-consciousness—does not predict higher happiness. In fact, being overly focused on oneself, a tendency common among charismatic personalities, is more likely to lead to dissatisfaction and stress. This fits with the experience of many Thai celebrities and public figures who, despite outward success, have spoken openly about loneliness or the burdens of constant attention (source).
This nuanced picture is essential for Thais who aspire to be more charismatic. As a distinguished communications trainer in Thailand’s private sector put it, “It’s about balancing confidence with genuine connection and humility. People remember how you make them feel, not just how loud or impressive you seem on stage.”
Historically, Thai culture has produced many types of charismatic figures—from revered royals and popular politicians to legendary sports coaches and television personalities. Their impact, however, is frequently judged less by displays of charisma for its own sake and more by the ability to unite, serve, or inspire through action. The late King Bhumibol Adulyadej, for example, was widely beloved not simply for his public image, but for his tireless effort to improve citizens’ wellbeing, often working quietly behind the scenes.
Looking ahead, the growing availability of digital training tools, online courses, and interactive feedback apps may democratize access to charisma “coaching” in Thailand, especially among youth and young professionals. However, experts caution against adopting Western models wholesale, warning that what works in one culture may fall flat, or even offend, in another. “Thais tend to value subtlety in expression, and gestures that might impress in the West can be seen as aggressive here,” notes an advisor with experience in cross-cultural leadership.
For Thais eager to strengthen their personal magnetism, the research suggests practical, culturally sensitive steps:
- Practice public speaking in supportive groups, such as Toastmasters clubs or community forums
- Record yourself presenting and focus on using open, relaxed body language and facial expressions
- Pay attention to how you make others feel; prioritize empathy and active listening
- Seek feedback from trusted mentors on both strengths and areas for improvement
- Study admired Thai speakers and adapt their communication styles for your own use
The ultimate takeaway: Charisma is a valuable personal asset, enhancing professional prospects and social relationships in Thailand. Yet, as with seasonings in a Thai curry, the right amount can transform the ordinary into the extraordinary, while too much overwhelms the senses and detracts from the authentic flavor. As contemporary research underscores, building charisma is less about cultivating forceful personality and more about drawing out one’s ability to connect, inspire, and lead with heart.
Those interested can start small—by practicing a genuine smile, learning from Thai role models, or stepping up for a group presentation. For Thais, charisma is not only a secret ingredient in success but also a mirror reflecting deeper values: respect, care, and balance.
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