A new wave of science-backed thinking argues that scaring people about disease won’t get them off the sofa — but making movement feel fun just might. A recent commentary in New Scientist crystallised this pivot in approach, noting that fear of illness hasn’t motivated people to exercise, and proposing that it may be time to emphasise the enjoyable aspects of moving our bodies. The argument lands as fresh global data show physical inactivity is rising, with nearly one in three adults not meeting recommended activity levels in 2022, according to the World Health Organization (WHO) and partners in The Lancet Global Health. If trends continue, inactivity could climb to 35% by 2030, putting the world further off track from agreed targets to reduce inactivity and fuelling the burden of heart disease, diabetes, dementia and some cancers. As WHO’s chief put it, the numbers represent a “lost opportunity” to improve health that requires bolder action and innovative motivation — including making physical activity accessible, affordable and enjoyable. For Thailand, where office work is expanding and sedentary time is high even as many adults still meet movement guidelines, the evidence points toward a simple cultural truth: sanuk — doing things in a way that feels enjoyable — may be our most powerful lever to build lifelong active habits that stick (New Scientist; WHO news release; The Lancet Global Health study).
For Thai readers, this matters now. The WHO’s global analysis shows inactivity is highest in the high-income Asia Pacific, and women are less active than men in most regions. Thailand has invested early in national guidelines and a multi-sector plan to promote movement, but the picture is mixed. Research has found many Thai adults meet the 150-minute-a-week target — especially those whose jobs involve manual or agricultural work — while sedentary time remains substantial in urban, office-based populations. Among children and youth, only about 27% meet the recommended 60 minutes of daily moderate-to-vigorous activity, mirroring a common global shortfall. The country’s own policy push — led by the Ministry of Public Health with support from ThaiHealth — sets out to change this through “Active People, Active Places, and Active Systems,” but new behavioral science is sharpening how to do it: by making movement feel good, social, and easy, not just “good for you” (WHO Thailand PA factsheet 2024; BMC Public Health on Thai adults’ MVPA; Thailand 2022 report card on youth; Thailand Physical Activity Strategy 2018–2030 overview).
Several strands of recent research converge on the same lesson: joy, autonomy, and short, doable bouts of movement beat fear and obligation for building habits. One body of work, known as Self-Determination Theory, has consistently shown that people stick with exercise when their motivation is more autonomous — driven by enjoyment, a sense of competence, and social connection — rather than guilt or external pressure. A widely cited review found positive links between autonomous motivation and exercise across diverse groups. Another influential framework, the Affective–Reflective Theory, argues that our split-second affective responses (how an activity makes us feel) can either nudge us into action or keep us sedentary; if movement is associated with pleasant feelings, we are much more likely to initiate it, even on busy days (International Journal of Behavioral Nutrition and Physical Activity review; Theories to explain exercise motivation; Affective–Reflective Theory).
Messaging matters, too. Decades of “don’t get heart disease” warnings have not appreciably increased global activity, and the WHO’s warning about a rising inactivity trend underscores this. Meta-analyses suggest that gain-framed messages — highlighting what you will get (more energy, better mood, fun with friends) — tend to be more persuasive for preventive behaviors like physical activity than loss-framed messages that emphasize risks. One meta-analysis found gain-framed appeals had a relative advantage for promoting preventive health behaviors, particularly when delivered by credible messengers. Another study suggested gain-framed messages can reduce psychological reactance — that resistant feeling that often derails health advice — compared with loss-framed appeals. In other words, telling people “a brisk 10-minute walk can lift your mood this afternoon” may land better than “if you don’t walk, your heart disease risk goes up” (meta-analysis on message framing; systematic review of message construction for PA; reactance and messaging research).
Digital tools can help — if they are designed for engagement. A 2024 systematic review and meta-analysis in EClinicalMedicine reported that health apps with gamification features increased daily steps compared to non-gamified apps and were associated with small improvements in weight. A growing 2025 literature continues to find that gamification boosts short-term physical activity by tapping into enjoyment, social competition, and rewards, though sustaining gains requires thoughtful design and periodic refreshes so the fun doesn’t fade. Thailand’s own Gen Y–focused digital group-based intervention found promising engagement with social and digital features, reflecting how LINE groups and shared challenges can make moving together feel motivating and inclusive (EClinicalMedicine gamification meta-analysis; 2025 JMIR Games review; J Med Internet Res Thailand digital group intervention).
Time-poor? New evidence suggests you don’t need long gym sessions. Two strands of research deserve attention in Thai cities where workdays are long and commutes can be draining. First, the idea of “exercise snacks” and vigorous intermittent lifestyle physical activity (VILPA): very short, hard bursts woven into daily routines. A Nature Medicine study of device-measured activity found that even small amounts of vigorous “non-exercise” activity — such as dashing up stairs — were linked to substantially lower mortality. Another Lancet Public Health paper reported that accumulating moderate-to-vigorous activity in bouts of less than one minute was associated with lower all-cause mortality. A 2024 scoping review concluded that exercise snacks appear feasible and safe for most adults. These findings broaden the on-ramp: for Thai office workers, two or three brisk flights of stairs, a rapid walk to the BTS, or a short “snack” of squats between Zoom calls genuinely count (Nature Medicine on VILPA; Lancet Public Health on brief bouts; scoping review of exercise snacks).
At the community level, the power of social fun is illustrated by parkrun — the free, weekly, timed 5K runs and walks that began in the UK and spread worldwide. A recent scoping review found participants often reported sustained improvements in fitness, activity levels and BMI, with many citing wellbeing gains and community connection. New analyses have even explored cost-effectiveness and the positive impact of volunteering on health. While Thailand does not yet host official parkrun events, the country’s enthusiastic running culture, from park joggers to charity 10Ks, hints at how low-barrier, social, and non-competitive formats could invite many more people to “just turn up” and move at their own pace on Saturday mornings (parkrun impact review; research on parkrun volunteering benefits).
But what happens when fun meets the realities of Thai workplaces? A new process evaluation from the Physical Activity at Work (PAW) program in Thai public offices offers a sobering lesson — and a clear opportunity. The six-month cluster randomised trial provided movement breaks four times a day, gentle incentives, posters, leadership messages, and Fitbit devices. While fidelity was high and each additional break was objectively associated with fewer sedentary minutes and more steps, overall participation declined after week three. The biggest barriers were predictable: workloads, meetings, and job contexts that made standing up difficult. Crucially, the strongest facilitators were enjoyment and the encouragement of enthusiastic peer leaders — not the fear of disease, and not posters of risk statistics. As participants told the researchers, dancing with the same moves got boring; varied songs, fresh routines, and visible leader enthusiasm made it easier to join. Incentives, if too hard to win, demotivated some. In short: a program designed around compliance struggled, while the elements that sparked joy and camaraderie kept people moving. These insights align precisely with the “make it enjoyable” argument and provide local evidence that designing for sanuk may unlock adherence at scale in Thai offices (PAW process evaluation, JMIR Formative Research 2025).
Globally, nudges and incentives can help, but they’re not magic bullets. A large “megastudy” of 61,000 U.S. gym members tested dozens of behavioral nudges: nearly half increased weekly visits by 9% to 27% over a month, but very few produced sustained changes after the incentives ended. The lesson is not that nudges don’t work, but that they need to be paired with intrinsic motivators and environments that make the active choice the easy one. For Thailand’s employers and ministries, the implication is to invest in fun, social micro-breaks, flexible scheduling that reduces meeting congestion, standing or walk-and-talk meetings where culture allows, and lively on-site programming that refreshes regularly — rather than relying on posters, one-off lotteries, or top-down messages alone (Nature megastudy on behavioral nudges).
Thailand’s policy foundation is strong. The Cabinet-approved Physical Activity Plan (2018) gave the Ministry of Public Health a mandate to coordinate across sectors, complemented by ThaiHealth’s financing model that has long backed evidence-based health promotion. WHO’s Global Status Report on Physical Activity 2022 underscored the economic imperative, estimating tens of billions of dollars in annual health-system costs from inactivity and calling for whole-of-society approaches. For Bangkok, that means thinking beyond gyms to streets, parks, and commuting. The Bangkok Metropolitan Administration’s Car-Free Day on Banthat Thong Road in 2024 — with family-friendly activities — is one example of how to make walking and cycling festive and safe for all ages, even if only for a weekend. Meanwhile, park research shows that well-designed green spaces in Bangkok attract thousands of users daily and that specific park characteristics are linked with higher levels of moderate and vigorous physical activity. The expansion of forested and connected park environments such as Benjakitti’s green corridors illustrates how design can invite movement while offering shade and sensory pleasure, which is vital in a hot climate (WHO Southeast Asia on Thailand’s PA plan; Global Status Report 2022; BMA Car-Free Day 2024; Sustainability study on Bangkok park use).
The connection between enjoyment and sustained activity also echoes in everyday walking. Large cohorts have linked brisk walking pace to lower mortality and cardiovascular risk, independent of total walking time — a dose of good news for Thais who already walk to markets, to transit, or in malls for cool air. Framing walking as a daily mood booster and a chance to connect — not as a chore — can reinforce the habit and help people pick up the pace when they can. It’s the epitome of sanuk: walking with purpose, a friend, and a smile (UK Biobank and walking pace evidence; review of walking’s multifaceted benefits).
As Thailand moves from policy to practice, several expert voices and datasets highlight what to prioritise. WHO emphasises equity: older adults and women are often less active, so programs must be inclusive and culturally tailored. Controlled trials and reviews show that modifying physical environments — sit-stand desks, active stairwells, vibrant parks, shaded walking routes — can reduce sitting and encourage movement. Community events that are free, regular, and judgement-free can open doors for beginners. Messaging should be gain-framed and delivered by credible sources — in Thailand, that may mean a mix of health professionals, popular artists, and local community leaders, all foregrounding enjoyment and mental wellbeing. Above all, interventions must respect people’s time constraints: the VILPA and “exercise snacks” evidence gives permission to count the small bursts that real life allows (WHO news release quotes; systematic review of workplace environment interventions; Lancet Public Health on brief activity bouts).
Thailand-specific opportunities come into sharper focus when seen through this lens:
First, reimagine workplace movement breaks as mini-festivals. The PAW study’s participants responded to varied music and leader enthusiasm; boredom and back-to-back meetings killed participation. Employers can schedule two short, optional breaks daily with rotating playlists — luk thung one week, indie pop the next — and let teams vote on themes. Replace winner-takes-all lotteries with micro-rewards for teams that collectively hit participation targets (for example, points toward a monthly fruit cart or shaded outdoor lunch). Encourage “standing-first five minutes” at the start of select meetings, and pilot standing meetings in departments that are willing. Critically, let departments adapt formats; one-size-fits-all is a recipe for drop-off in diverse Thai workplaces (PAW process evaluation).
Second, lean into LINE-powered social challenges. Thailand’s ubiquitous messaging app is ideal for voluntary step challenges and VILPA prompts. A rotating weekly “snack” — climb two flights today, do 3 x 30-second brisk walking spurts after lunch — can be delivered with cheerful stickers and peer kudos. Gamified app features boost steps in the short term; sustained engagement depends on novelty and social support, not just points. Pair these with gentle, gain-framed messages about energy, mood, and sleep benefits, ideally endorsed by a nurse or health educator in the company or community clinic (EClinicalMedicine gamification review; message framing meta-analyses).
Third, make weekend streets and parks irresistibly active. Bangkok’s Car-Free Day was a taste of what regular “active streets” could be on Sunday mornings: safe space for family bikes, walking clubs, wheelchair-friendly routes, and school performances that double as movement breaks for the crowd. Park programming matters: studies show specific features and activities correlate with higher activity in Bangkok parks. Rotating tai chi, ramwong, and beginner dance sessions in major parks — and making participation photo-friendly — can harness the social pull that powers parkrun elsewhere. The parkrun model’s success factors — free, weekly, friendly, no cut-off time, “walkers welcome” — can be adapted by municipalities or NGOs without using the brand (BMA Car-Free Day; Bangkok park-based PA study; parkrun impact review).
Fourth, rebuild messaging around joy — especially for women and older adults. Gain-framed, relatable stories that feature peers, soft-entry options, and immediate benefits can outweigh guilt-based appeals. For example: “Three 1-minute bursts up your condo stairs lift your energy for hours,” or “Join the Sunday ramwong — your knees and your neighbours will thank you.” Evidence suggests these frames reduce defensiveness and invite action. Deliver through community health volunteers, temples, schools and workplaces, integrating movement into festivals and markets where social trust is already high (gain vs loss framing evidence).
Fifth, don’t neglect the built environment. WHO and numerous reviews argue that supportive environments make healthy choices easy. For Bangkok and secondary cities, that means shaded sidewalks, inviting stairwells in offices and malls, water stations in parks, and safer crossings to connect communities to green space. Programs like the Partnership for Healthy Cities have documented Thai neighbourhoods that improved pedestrian safety on formerly car-dominated streets — a foundation for everyday walking with confidence (Partnership for Healthy Cities case study; WHO Global Status Report 2022).
A brief historical note underscores why Thailand can lead. With ThaiHealth’s sin tax–funded model, the country was an early innovator in health promotion, backing campaigns from road safety to anti-smoking. The national physical activity plan — aligned with the 20-year National Strategy — set out to mainstream activity through schools, workplaces, transport, and public space. As the science evolves from risk and fear toward joy and design, Thailand’s institutions are well-placed to experiment, learn, and scale what works, with Thai cultural concepts of community and sanuk as strategic assets, not afterthoughts (Lessons from ThaiHealth; National Strategy 2018–2037 summary).
What might the future hold if Thailand embraces the “joy-first” playbook? Expect more hybrid models where nudges open the door and intrinsic motivation keeps people inside. Employers will shift from one-off campaigns to a cadence of small, varied, social activities. Digital tools will blend with in-person programming, and “movement snacks” will be normalised as healthy multitasking rather than a distraction from work. Cities that program parks and calm streets on weekends will see family routines evolve around active rituals. Over time, youth participation can rise as schools reinforce play, active transport and after-school sport with fun at their core. If Thailand pairs these cultural and behavioral shifts with environmental upgrades, the country can buck the regional trend of rising inactivity and demonstrate that making movement enjoyable is not a luxury — it’s the lever that moves the system.
For Thai readers looking to act this week, here are practical, evidence-aligned steps that fit busy lives:
Pick joy first, not guilt. Choose one activity you genuinely enjoy — walking with a friend, cycling at your own pace, ramwong in the park, a brisk mall loop — and schedule it like a coffee with someone you like. Evidence shows enjoyment and social connection drive adherence (SDT review).
Snack on movement. Do two or three 30–60-second bursts a few times a day: take the stairs briskly, walk the corridor at a fast clip, or do chair stands between calls. These “exercise snacks” are associated with meaningful health benefits (Nature Medicine VILPA).
Reframe your messages. Tell yourself what you gain today: better mood, clearer head, more energy. That gain frame is more persuasive than warnings alone (message framing meta-analysis).
Make it social and simple. Launch a small LINE group with colleagues or neighbours for a friendly weekly step challenge and share photos from your park loop. Gamified features and social support boost short-term activity — and are more likely to stick if they’re fun (EClinicalMedicine gamification).
Use the weekend. Try a Sunday-morning walk or jog at your local park. If you’re near Benjakitti Forest Park, explore the shaded paths; elsewhere, pick a familiar green space and set a regular time. Regular, friendly gatherings make habits sticky — Thailand can craft its own “parkrun-style” tradition (Bangkok park-based PA study; parkrun impact review).
At work, propose a pilot. Suggest two optional 5-minute movement breaks daily with rotating music, or a “standing first five” at the start of longer meetings. The PAW study shows leader enthusiasm and variety matter; start small and iterate (PAW evaluation).
The takeaway from the latest evidence is both simple and profoundly Thai: if movement is sanuk, we will do it — and keep doing it. By designing programs, messages, and environments that make activity feel good in the moment, Thailand can translate its ambitious policy goals into everyday practice, one joyful step at a time.
Sources: This report draws on the New Scientist commentary on making exercise enjoyable (New Scientist); WHO and The Lancet Global Health findings on global inactivity trends (WHO news release; The Lancet Global Health study); WHO’s Global Status Report on Physical Activity 2022 and economic costs (WHO report); Thailand’s policy framework and factsheets (WHO Thailand PA factsheet 2024; review of Thailand’s PA plan); Thai youth activity report card (Global Matrix Thailand 2022); behavioral science on motivation and affect (SDT review; exercise motivation theories; Affective–Reflective Theory); message framing meta-analyses (framing review; gain vs loss framing); digital gamification evidence (EClinicalMedicine 2024); brief-bout and VILPA studies (Nature Medicine; Lancet Public Health; exercise snacks review); parkrun impact literature (scoping review); workplace nudges megastudy (Nature); Thai PAW trial process evaluation (JMIR Formative Research 2025); Bangkok park-based activity research and city initiatives (Sustainability 2020; BMA Car-Free Day); and related WHO and academic sources cited in-text.