A new wave of psychological research has shed light on the intricate social effects of displaying happiness, suggesting that while expressing genuine joy often leads to social rewards, forcing oneself to appear happy under pressure may sometimes trigger the opposite effect. These findings hold particular resonance for Thai society, where social harmony and emotional expression are deeply intertwined with cultural norms.
The latest review, published on July 28, 2025, in The Conversation by researchers specializing in well-being and emotional sociology, highlights that happiness serves several key social functions, aiding not only in personal health and success but also in fostering stronger social bonds and positively shaping others’ perceptions. Yet, the study warns against pushing people to display happiness, especially when it is not truly felt, due to the potential psychological harm and social exclusion this pressure can cause (theconversation.com).
The significance of this research lies in its nuanced approach to understanding happiness within a community context. In Thai culture, the concept of “saving face” and promoting harmony often means that individuals are encouraged, subtly or overtly, to put on a cheerful demeanor regardless of their true feelings. Such expectations can be found both at home and in workplaces, where smiling and cheerfulness are often seen as necessary social lubricants. This research offers fresh evidence that these expectations—when taken to an extreme—may backfire by increasing stress and alienation among those who cannot or do not wish to display happiness at all times.
Central to the research is the difference between actually feeling happy and expressing happiness, a distinction that has been overlooked in many previous studies. Expressing happiness, such as smiling or laughing, often communicates positive cues to others, thereby facilitating social interactions. The act of smiling can boost perceptions of attractiveness, sincerity, and cooperativeness, factors that can be advantageous in situations such as job interviews or leadership roles. According to the review, “By expressing happiness in a way that someone notices, such as by smiling at them, we give them a little gift – a social reward that often feels nice to receive.” In workplaces and among friends, such visible displays encourage reciprocity and foster an environment of mutual affirmation.
However, the review cautions that these benefits are not universal. Several cross-cultural studies cited by the researchers show striking differences in the interpretation of smiles and happy expressions. For instance, while smiling individuals are seen as more intelligent and trustworthy in the United Kingdom, Germany, and China, the same cannot be said of Japan, South Korea, and Iran, where expressions of serious contemplation are at times valued more highly. The authors point out that after the Islamic Revolution in Iran, looking serious became associated with virtue, as opposed to expressing overt happiness.
Thai society tends to emphasize both positive outward appearances and collective well-being, a value reflected in the frequent use of smiles even in difficult circumstances—earning Thailand its reputation as the “Land of Smiles.” Thai workplaces, hospitality environments, and even classrooms often operate under a tacit “pro-happiness” norm, where those not appearing cheerful may be viewed as less likable or even problematic. The new research, however, invites institutions and individuals to re-examine these expectations.
According to the review, “Some people, for personal or cultural reasons, find it more difficult to feel and express happiness. All of us feel that way sometimes. Expectations of happiness pressure people into expressing happiness even when they have good reason to feel unhappy, anxious or angry – or have no strong feelings at all.” This insight is particularly relevant for young people and employees in competitive environments, who may feel forced to conceal stress and sadness to meet social expectations. International studies corroborate that suppressing negative emotions or feigning positive ones can contribute to increased stress, emotional burnout, and even depression (PubMed).
Other important findings from the research include the contagion effect of visible happiness—smiles and laughter can ripple through social groups, fostering an environment of shared values and bonding. This is evident in phenomena such as collective laughter at live shows, which is more pronounced and more rewarding than when laughing alone. The researchers liken this to the way laughter in humans has replaced activities like grooming in groups of chimpanzees, allowing for broader and more efficient social cohesion.
Interestingly, the authors also introduce the concept of “emotional tribes,” groups that develop unwritten rules around emotional display. In such groups, individuals who do not conform—who refrain from smiling or fail to appear happy—risk exclusion. In Thailand, this may explain why it can be difficult for those experiencing grief or depression to seek support, as their visible unhappiness may be met with misunderstanding or avoidance.
The review also references organisational contexts, highlighting how “pro-happiness” pressure can be institutionalized, such as in performance reviews that evaluate employees partly on their cheerfulness, or in organizations like the Scouts, which include mandates for cheerfulness in their codes. Such institutional norms, while well-intentioned, may overlook the emotional diversity and needs of members.
This research has particular relevance amidst rising mental health concerns worldwide, with the COVID-19 pandemic having brought issues of collective grief, anxiety, and loneliness into sharp relief. In Thailand, these concerns are evident in universities and workplaces, where mental health advocacy is growing but cultural expectations still incline toward the suppression of visible negative emotions to maintain group harmony (Bangkok Post).
For Thai society, these findings point toward an urgent need for greater emotional literacy and acceptance. Allowing space for both positive and negative expressions, rather than pressuring all to maintain a constantly cheerful façade, may help prevent emotional burnout and support healthier, more genuine relationships within families, schools, and workplaces. Practically, this could involve open conversations about mental health, shifting performance assessments away from superficial displays of mood, and developing school curriculums that teach emotional awareness without privileging positivity above all.
As one of the lead researchers asserts, “Expressing happiness brings real social rewards, but only if it’s genuine or desired. Pressure to appear happy all the time risks excluding those already vulnerable and may create an atmosphere where true connection becomes more difficult.”
Looking ahead, further research may help illuminate how these findings intersect with Thai social customs, economic pressures, and family life. Incorporating insights from Thai psychology and indigenous perspectives on emotion can deepen understanding and lead to practices that honor both the value of happiness and the necessity of emotional authenticity.
Thai readers are encouraged to reflect on their own expectations, both self-imposed and social, regarding happiness in public spaces, at work, and within the family. Compassionate acceptance of all emotions—not just the brightest—can contribute to a more inclusive, supportive society.
Learn more about the reviewed research at theconversation.com and explore local mental health resources for further guidance. For managers, educators, and parents, fostering an environment that values sincerity and emotional openness will help nurture not only individual well-being but also a stronger and genuinely happier Thai community.