PHITSANULOK, Thailand – A new fashion trend blending traditional Thai fabric wraps with modern denim is revitalizing local tourism at Wat Chan Tawan Tok, a prominent riverside temple in northern Thailand.
Young locals and tourists have been flocking to the historic site to participate in the “Sbai and Jeans” social media challenge, posing for photos and videos against the backdrop of the temple’s signature golden vihara.
The movement, sparked by Thai pop artist Kratae RSiam, encourages participants to pair the sbai—a traditional chest shawl—and denim trousers or skirts. The trend has turned the Suphan Kanlaya Bridge, which faces the temple complex, into a bustling hub for professional and amateur photographers alike.
“This has become such a huge social media trend, so I come and take some photos myself,” said one participant. “I saw celebrities posing at various locations and temples. For a fashion lover like me, I think it’s a chic and edgy look.”
Wat Chan Tawan Tok, established in 1857, has seen a significant uptick in foot traffic since the trend went viral. Visitors argue that the “Thai Applied” fashion style makes traditional wear more practical for everyday outings.
“Thai dress can be worn by anyone, any age, and in any style,” another visitor said. “It’s clearly a hit—just look at the crowds here today.”
The trend highlights a growing effort in Thailand to promote “soft power” by integrating traditional cultural elements into modern lifestyles, particularly through social media-driven tourism. (TNA)
