The products just need practical functions, and these functions must respond to the needs of the generation. In the near future, consumers will focus more on the quality of the products. They also look for the products with unique characters that can satisfy their emotional needs.

Due to the outbreak, the world is now facing the supply chain disruption. Many countries have manpower but cannot design or create their own products, while some countries can do it but need to outsource the productions to other countries with cheaper labor force. When the globalized world is interrupted, trade and businesses are freezed. 

Still, I strongly believe that this is a crisis in which new opportunities can emerge. The adaptability of Thai manufacturers and designers is what the world needs right now. We have high quality manufacturers and creative designers, and with these people we can create and develop products that match the changing needs of consumers in these uncertain times.

We also have a group of designers who can transfer the Thai spirit to authentic products with unique characters, making Thai lifestyle products something to be coveted on an international arena. This is the reason why the Department of International Trade Promotion initiated the T Style campaign, aiming to promote the image of Thai products in the global market. This year, the campaign highlights the concept of ‘Thai Spirit’, a shared mentality that is strongly present in certain Thai design products. With this unique identity, the products can be the design solutions for the future.’

‘T Style : Thai Spirit’ has curated a collection of Thailand’s leading manufacturers and designers that have a potential to grow further in the global market. The collection can be divided into two groups, which are ‘T Style Brands’ which are leading lifestyle product manufacturers, and ‘T Stylers’ which present internationally-recognized Thai designers. The collection is empowered by a list of winners of the Design Excellence Award (DEmark).  

The two collections share one common goal, which is to promote Thai design in the global market through publications in Thai and international media and exhibitions in world-class showcases.

In terms of design, the Thai Spirit is defined by three characteristics, which are humour, resilience and creative contradiction. These characteristics, which resulted from the cultures, beliefs and lifestyle closely linked with art, are reflected through delicate craftsmanship that makes Thai products stand out.

The Ministry of Commerce hopes that the works of these designers and brands will help create confidence in Thai products in consumers from around the world who look for different products and designs in the market. The campaign also aims to inspire other Thai manufacturers to integrate the local identity into their creations to add authenticity and value to their products.

Apart from creativity, T Style also values sustainability, and certain factors play a large role in the selection process, including the idea of circular economy, as well as the concepts of reuse, recycle and re-material. 

When the Thai Spirit, technical skills and creativity of Thai designers are matched with high quality and world-class manufacturing standards, the results are the extraordinary Thai creations that can be in the same league as the world’s design giants.