My Venture Diary — The “Thailand” Dream

[EP1] Why starting a business in Thailand? What’s the “Thailand” dream?

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Why Thailand?

My first visit to Thailand was in February 2022 for a business trip with my previous company.

Therefore, my understanding of Thailand may be different from that of most tourists, as I literally spent four months in the middle of nowhere — a factory in Chonburi.

Before this, I had long wanted to travel to Thailand (especially Bangkok) but never had the chance. This business trip opened up new possibilities for me — I felt a deeper connection with this land of passion ever since.

From June 2023 to August 2024, I spent just over a year actually living there. I blended into the daily life of local Thai people, eating the same food as them and following the same work schedule.

People would speak to me in Thai (because I look just like them) and then realize I don’t really speak their language. (I take full responsibility here, I should have spent more time on learning Thai but didn’t.)

Most importantly, I made many valuable friendships and connections.

Thailand has sort of become my second home; the genuineness and warmth I experienced make me forget all the dispassionate emotions from work.

But what makes me want to go back and try it out there is the trends I’ve observed and the opportunities I’ve discovered during this time.

Thailand Is The New American Dream

I believe most people have heard of the term “The American Dream.”

According to wikipedia, the definition is as below:

“The American Dream” is a phrase referring to a purported national ethos of the United States: that every person has the freedom and opportunity to succeed and attain a better life.

This concept has had specific influences and expressions at different times in American history. In the late 19th and early 20th centuries, a large number of immigrants, mainly from Europe, came to the United States with dreams of seeking a better life, hoping to escape poverty and war.

This term is also popular in Asia, at least I grew up hearing about it from my parents or the news.

In this new era, it hit me one day that what I’m pursuing is actually a bit like what the American Dream describes — just that the location isn’t the U.S. anymore, it’s Thailand.

Although Singapore is undoubtedly leading Southeast Asia, it’s undeniable that Bangkok is increasingly becoming another central hub in the region.

For many reasons, both geographically and economically (and politically as well), Thailand is where investors and enterprises flock, and it’s continuously growing.

The reasons I think Thailand represents the new American Dream come from the following observations I made during my time there:

1. Opportunities are everywhere: Most Thai people working with me don’t have very high salaries. However, many of them have some sort of “side job” or are involved in all kinds of family businesses, ranging from restaurants and farming to outdoor adventure or recreational activities and selling clothing. It feels like as long as you put in the effort, you’re able to reap what you sow. Even more, you have the chance to shine if you find the right opportunity. I didn’t live through the American Dream, but this feels like what it mainly describes — if you work hard, you get a chance to live a good life.
2. A popular destination for foreign immigration: more and more people are choosing to move to Thailand for various reasons, whether it’s the relaxed pace of life, warm weather, or affordable cost of living. The rise in remote work, digital nomadism, and the new visa programs also contribute to this trend. It reminds me of the phenomenon that began around the late 1900s when some of the more capable Taiwanese would (and still do) go to study in the U.S. and try to find a job there because they believed in the American Dream. Although the background and motivation for moving to Thailand may be different, this trend of relocating to Thailand is obvious and undeniable.
3. Thai people live on credit, too: since Thailand is very large, you need a vehicle to get around (except for Bangkok of course, which has various types of public transportation). Additionally, Thais value cars more than housing — it’s almost like a status symbol. However, generally low wages prevent many people from buying cars outright, so almost everyone has a car loan, which reminds me of the kind of credit-based lifestyle many Americans live on. (I believe there are still people with well-managed finances, but it seems that the majority are living on credit! Feel free to correct me if I’m wrong.)

*A fun story here: the first culture shock I experienced was that Thai people don’t walk! Having lived most of my life in Taipei and in Paris, where people walk everywhere, this was surprising and weird to me at first. But as time went by, I understood — I also wouldn’t walk 20 minutes to the supermarket or mall, because it’s both too dangerous to walk on the streets and too hot to do so. That also explains why they’re still willing to spend a fortune on vehicles, even if it means that they need to carry the loans for 5 or 10 years.

These are purely my observations and personal opinions formed during my stay in Thailand; it doesn’t mean you have to agree with me, and it certainly doesn’t represent the whole society.

But! If you happen to have any interesting thoughts or insights too, please leave a comment — I’d love to hear them and discuss with you!

So there you have it: since Thailand is my new American Dream, it’d make sense to try and live my “Thailand Dream,” right? Right?!

I’m Janet. The Venture Diary is my journey as an ordinary Taiwanese girl venturing into the world of entrepreneurship in Thailand.

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My Venture Diary — The Core Value

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My Venture Diary — Intro

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