#Consumertrends

In a region famed for its glittering shows of wealth, a new language of affluence is quietly taking over the minds of Asia’s ultra-wealthy. Silent luxury, a movement that values craftsmanship, longevity, and deeply personal experiences over logos and conspicuous branding, is redefining what it means to be rich in 2025. For Thai readers, this trend arrives at a moment when wellness tourism, curated hospitality, and high-end experiential travel are already climbing the ladder of importance in both domestic and international markets. The shift signals not just a taste for exclusivity, but a shift in values: spending less on visible status and more on meaningful, long-lasting moments with family, culture, and nature.

A wave of change is reshaping Asia’s demographics and economies, propelled by an often-overlooked force: women aged 50 and above. Across China, Japan, South Korea, and increasingly in Thailand, these mature female consumers are growing into influential tastemakers, dynamic drivers of the burgeoning “silver economy,” and central participants in new business, cultural, and societal trends. As Asia confronts declining birth rates and aging populations, research shows that the region’s 50+ female demographic is not only expanding rapidly but also transforming what it means to age — and to consume — in modern society (Jing Daily).

A quiet demographic shift is reshaping Asia’s economies. Women aged 50 and older are now a powerful, active consumer group across major markets, including China, Japan, South Korea, and Thailand. This trend goes beyond shopping habits; it influences work, health, technology, and lifestyle as aging populations rise. Research indicates mature female consumers control trillions in spending, signaling a need for businesses and policymakers to act.

Thailand stands at a pivotal moment as it edges toward a super-aged society. By 2025, seniors over 65 are expected to comprise more than 16 percent of the population, mirroring broader Asian patterns. Today’s 50-plus women challenge old stereotypes by pursuing active aging, digital participation, and financial empowerment, reshaping expectations around retirement and social contribution.

Across Asia’s bustling metropolises, a demographic revolution is quietly reshaping entire economies. Women aged 50 and above have emerged as the continent’s most dynamic consumer force, wielding unprecedented purchasing power and redefining traditional concepts of aging across China, Japan, South Korea, and Thailand. This transformation represents far more than changing shopping patterns—it signals a fundamental shift in how Asian societies approach work, health, technology, and lifestyle as populations age rapidly. Research indicates these mature female consumers now control trillions in spending decisions, making them impossible to ignore for businesses and policymakers alike.

A strange new collectible has taken Thailand—and the global internet—by storm. Over the past few months, wild-eyed, snaggle-toothed little creatures known as Labubu have appeared dangling from backpacks, crowding keychains, and starring in viral YouTube unboxing videos. To many, their sudden popularity seemed to come from nowhere. The fever hit new heights after a famous K-pop star was spotted carrying a Labubu, instantly launching them into the imaginations and wishlists of a generation. Now, they’re the must-have item for young Thais and adults alike, with some rare versions fetching eye-watering prices in local and international collectible markets.

Delivery now accounts for 23% of Asia Pacific’s foodservice market, marking a rapid digital shift since 2019. Across the region, delivery’s share more than doubled from 10% in 2019 to 23% in 2024, while total Asia Pacific foodservice sales reached US$1.3 trillion and global deliveries rose to 21% of the market. In Thailand, this trend is visible in Bangkok’s congested streets and in upcountry towns, where riders from major platforms ferry meals from dawn until late at night.

The food delivery sector in Asia Pacific has reached a significant new milestone, with delivery now comprising 23% of the region’s foodservice market—more than doubling its share since 2019, according to the latest research by Euromonitor International as reported by Retail Asia. This dramatic rise underscores how convenience and digital transformation are rapidly reshaping how people across the region, including in Thailand, purchase and enjoy food.

For Thai readers, the rapid expansion of food delivery is impossible to miss. Just a few years ago, a visit to a bustling local food market or a sit-down meal at a street-side restaurant was the norm. Today, it is common to see motorcycle riders from Grab, Foodpanda, or Robinhood zipping through Bangkok traffic or delivering upcountry, a trend that accelerated during the COVID-19 pandemic and shows no sign of slowing down. This change matters both as a reflection of shifting consumer habits and because it impacts the livelihood of restaurant owners, riders, and the broader foodservice economy in Thailand.

As Thailand braces for another sweltering summer, a growing international trend has caught the attention of both beauty enthusiasts and health experts: applying deodorant not just to armpits, but to various body areas prone to sweat and odor. A recent discussion in Slate, reflecting personal experiences with using spray deodorant on clothes and across the body, prompts the question—should Thais embrace this expanding application, and is it safe?

The growing popularity of “whole-body deodorants” is more than a passing fad. Major brands such as Dove and Lume have rolled out products specifically marketed for use on more sensitive or “non-traditional” areas—feet, the back, under the breasts, and even the groin—claiming satisfaction and safety for users seeking comprehensive odor control (CNN, Rolling Stone). This shift follows changing consumer hygiene habits in the global north, with the United States seeing a spike in sales of such products since 2024 (Forbes).

A hotter season is on the horizon in Thailand, and a growing trend is catching attention: deodorants designed for use beyond the armpits. Thai readers wonder about safety and practicality in humid climates when applying deodorant to clothes or other body areas.

Whole-body deodorants target areas such as feet, back, under-breasts, and groin, promising broader odor control. Brands highlight dermatological testing and safety, but experts warn that not every product suits every skin area. In the United States, multipurpose deodorants have gained momentum since 2024, reflecting a shift in personal care habits.

A recent trends report by restaurant technology provider Toast highlights how tipping culture in the United States is evolving, revealing regional differences in generosity and growing public fatigue with gratuities. The study, published in June 2025, offers insights for observers beyond America as global service norms shift.

The core finding ranks U.S. states by digital tipping, using data from Toast’s checkout system. Delaware led with an average tip of 22.1% in the first quarter of 2025, followed by West Virginia and New Hampshire at around 21% or more. California and Washington posted the lowest digital tips, at about 17.3% and 17.8% respectively. This pattern suggests how regional cost of living, hospitality expectations, and local service traditions shape tipping behavior. Researchers note that lower-cost areas in the Northeast and South may tip more, while higher-cost states see more hesitancy to add extra percentages.

A new trends report by restaurant technology provider Toast has reignited the debate around the U.S.’s rapidly evolving tipping culture, revealing sizable differences in generosity depending on the state and highlighting growing public fatigue about how gratuities are handled nationwide (Yahoo News). The findings, published in June 2025, draw attention to shifting attitudes toward tipping—offering valuable insights not only for American diners and restaurateurs, but also for observers in Thailand as global service norms take on new forms.

A recent US report reveals that ultra-processed foods now account for 60% of American diets, raising urgent questions about the health costs of convenience and what this trend may signal for Thai consumers (WRAL). As Thailand’s urban lifestyles evolve and Western-style diets gain popularity, Thai health experts warn the nation may be following a similar—and troubling—trajectory.

Ultra-processed foods, often packaged for convenience, include items like sweetened breakfast cereals, instant noodles, reconstituted meat products, and sugary drinks. These foods are typically high in refined sugars, unhealthy fats, salt, and artificial additives, while being low in fiber, vitamins, and minerals (Harvard T.H. Chan School of Public Health). The sheer scale observed in the US—where more than half of daily caloric intake comes from such products—has serious implications for public health: studies consistently link diets high in ultra-processed foods to increased rates of obesity, diabetes, cardiovascular disease, and even some cancers (BMJ).

A recent US study shows ultra-processed foods now comprise about 60% of daily calories, fueling concerns about the health costs of convenience. Thai health experts caution that a similar pattern could take root here as urban lifestyles and Western-style snacks spread across the country.

Ultra-processed foods are typically packaged for speed and ease. They include sweetened cereals, instant noodles, reconstituted meats, and sugary beverages. These items tend to be high in refined sugars, unhealthy fats, salt, and artificial additives, while offering little fiber, vitamins, or minerals. In the United States, the scale of consumption has sparked discussions about rising obesity, diabetes, cardiovascular disease, and even certain cancers, prompting policymakers to reexamine food environments.