LONDON.- gestalten drops a massive cultural mic with the release of Thainess – Thai Creativity Today. This is not a travel guide; it’s a blueprint for the next wave of global cool, revealing how a country once known for its beaches and temples is now exporting the most sophisticated, soul-driven culture on the planet.

Thainess by gestalten is the essential playbook for understanding how authentic cultural identity—from art toys to zero-waste fashion—is redefining global taste and economic influence today, proving that sincerity is the new strategy.

The book—conceived and edited by Paul Rojanathara—is a celebration of the creativity, resilience, and audacity of a new wave of Thai talent. It spotlights the artists, designers, and chefs who effortlessly blend tradition and innovation, creating a new kind of modern identity.

In these pages, you'll meet the artists who are making emotion visible, like Nisa "Molly" Srikumdee, whose teary-eyed Crybaby art toy has become a cultural phenomenon, offering visibility for sadness in a world obsessed with curated happiness. The book celebrates design that starts with a question, such as at 56th Studio, where Saran Yen Panya embraces the visual chaos of home, transforming “cheap ceramics and grandma crafts” into bold, playful Thai designs that blur the line between good taste and bad. You’ll dive into the culinary world with figures like Chef Pam of Potong, who reimagines Thai-Chinese cuisine by precisely controlling every detail—from air-drying duck for 14 days to roasting it for exactly 13 minutes—to create a layered, Michelin-starred narrative out of family history. And the ultimate flex of cultural fusion is the work of Rukpong Raimaturapong, the Paris-based designer who weaves the vibrant colors and complex construction of Thai silk into the rigorous discipline of French haute couture, proving that Thainess can be both refined and rebellious.

Thainess is the sound of a country finding its collective, confident voice. The future of culture doesn't belong to any one country—it belongs to those bold enough to pave the way.

Paul Rojanathara is a cultural strategist and creative director known for his work on soft power, emerging trends, and storytelling. He is best known for the documentary Infiuencers and has been featured in Forbes, Fast Company, and HuffPost.