Regardless of the quality of the drink, many young Thai people like to find famous cafes in Bangkok with a decorated space suitable for the needs of ‘virtual living’.
“A little left”, “Raise your face”, “Smile”. The click of a camera clicked from smartphones, cameras and instructions from photographers rang out.
In front of the camera, a girl held an iced latte in her hand, trying to pose nonchalantly. Another girl was annoyed at her boyfriend because she had not taken a satisfactory photo. Not at the professional studio, this is the scene that takes place at the newly opened Patina cafe in January in Bangkok’s old town, according to Nikkei Asia. Searching by hashtag on Instagram, hundreds of images of young Thai people in stylish outfits can be seen, leaning over antique furniture or posing “virtual life” under crystal chandeliers. According to the author, although the quality of the drink is quite poor, the Patina Café still attracts photographers and young people who love to rush in on weekends. Photo: Chris Schalkx. Similar scenes take place at many of the most upscale cafes across Thailand. At the cafe a block away from Patina, everyone waited anxiously for their turn to pose at the fun graffiti at the entrance. The photos are then edited and posted on social media. The “cafehopping” trend in Thailand is like a sport. Every weekend, thousands of young Thai people with photographic equipment flock to Bangkok’s cafes to check-in in a variety of styles. Some go to six cafes a day, creating a series of check-in moments as if there was an underground race to see who was the first to discover the new “virtual living” location. The leaders of this race become “cafe influencer” and can receive a large amount of money for advertising posts on Instagram. The image is often found in cafes throughout Bangkok. Photo: Chris Schalkx Nowadays, cafes in Thailand are as much as street food. There are new shops open on the street almost every week. Small breweries and coffee testers sprouted like mushrooms. Home-grown coffee is also gaining popularity again, with specialty kiosks and home delivery services from small-scale farms in Thailand’s northern mountainous regions. However, what attracts customers is mainly the eye-catching in the layout, not the quality of the coffee. Many shops advertise beautiful photo corners or “zodiac” hours to have satisfactory photos posted online. Some places also arrange photo booths to attract customers. Many people can go to many cafes during the day to have beautiful photos posted online. Photo: @mimitober. Based on the crowd’s reaction, this advertising tactic seems to be quite effective. Eric Chan, co-owner of the famous Sarnies coffee shop in Bangkok, said: “I think it’s great that influencers in the ‘cafehopping’ world make cafes more popular”. However, some shop owners sighed when asked about their feelings before this trend. Natruja Threekhunwatana, manager of The Somchai in Thonglor, one of Bangkok’s trendiest neighborhoods, said: “When we opened it, everyone came in eagerly. They carry both suitcases of clothes and change in the toilet. It’s hard to manage. We don’t even have tables available for new guests. After that, we decided to ban taking photos for a while. Steven Lim, who co-owns the Luka cafe in the Sathorn district, often sees the same scene. “Even shopping websites secretly take photos at my shop. They brought both the truck and the model, ”he recalls. It is undeniable that Thailand’s coffee culture is developing very quickly. But for many young people here, having a “virtual live” wallpaper posted on social networks is still more important than enjoying and appreciating the taste of the drink.
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