In 2023, several Thai catchphrases gained popularity, resonating with current events. Notable terms include "digital money," "soft power," and "Chin Thao" (suggesting questionable Chinese businesses).
Krunthep Turakij compiled a list of trending expressions, ranging from Thai to English, and combinations thereof.
Key phrases of the year are:
- "kee mong" (meaning "when"), used to express skepticism, such as doubting Thailand's World Cup prospects.
- "First Thai," mocking people falsely claiming to be the first at something.
- "Digital money," following the Pheu Thai Party's promise of a 10,000-baht digital wallet handout for those 16 and older, prompting questions about its distribution.
- "Chin Thao," referring to illicit Chinese enterprises.
- "Cham," originally meaning "extremely juicy," used for emphasis, with over 68 million mentions.
- "Cha Thai" (Thai tea), tied to global popularity and copyright disputes.
- "Chai Thrae," a twist on "Chai Thae" (real men), now implies male chauvinism.
- "Choc Mint," associated with Pheu Thai leader Paetongta Shinawatra's favorite drink and her party.
- "Short feel," a twist on "short-circuit," indicating an abrupt interruption that deeply offends.
- "Soft power," a term used widely after Pheu Thai's policy promotion.
- "Third crown coming," the rallying cry of Thai netizens during the Miss Universe pageant in support of Anntonia Porsild.
- "Whose fortune?" a compliment to attractive individuals on social media.
- "I told Phrae Mae Laxmi about you," a tag used for romantic intentions, invoking the goddess of love, Laxmi.
- "Woke," used to convey a sense of political disenchantment.