NAKHON RATCHASIMA — Former Thai Prime Minister Thaksin Shinawatra envisions northeastern (Isan) women taking the global modeling stage while preserving their natural beauty, challenging Thailand’s widespread cosmetic surgery trends.
Speaking at the “ISAN NEXT: Transforming Thai Economy Through Crisis” seminar at Nakhon Ratchasima Rajabhat University on December 20, Thaksin emphasized developing northeastern Thailand’s human capital while celebrating its unique characteristics.
“I want to promote Isan women as international models without cosmetic surgery,” Thaksin said, referencing past successes like Rojjana Phetkanha, who became Thailand’s first model signed to Storm Management and worked with prestigious brands including Chanel, earning up to 50 million baht ($1.46 million) annually between 1994-2002.
His vision contrasts sharply with current trends in Thailand’s cosmetic surgery industry, valued at 71-72 billion baht ($2.0-2.1 billion) in 2023 according to Kasikorn Research Center. SCB EIC analysis indicates strong growth potential in the sector, particularly among Gen Z and LGBTQIA+ demographics.
“Natural beauty has its own charm. That’s why many farang (foreigners) are attracted to Isan women,” Thaksin explained, proposing a modeling competition specifically for non-surgically enhanced northeastern women, comparing the potential to successful African or Brazilian models in the global fashion industry.
The former prime minister’s proposal is part of a broader economic vision for Thailand’s northeast. He emphasized the importance of keeping wealth within the region and developing its “soft power” through culture, culinary arts, and human capital development.
Thaksin highlighted three key regional assets: vast territory, large population, and rich cultural heritage. He plans to launch initiatives next year focusing on modernizing OTOP (One Tambon One Product) programs and developing soft power, with educational institutions leading these developments.
The strategy aims to provide new income opportunities for Isaan residents while preserving and promoting their natural characteristics and cultural identity on the global stage.
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